Why Your Content Team Needs an Editor [Podcast]

May 14, 2018 Randy Frisch


Great content is crucial, and to create great content, a good writer is crucial. But is it that simple? Hire a good writer, and great content is sure to follow?

Unfortunately, regardless of how skilled your writer may be, an environment that isn’t conducive to creativity and leaves too much of the process on their shoulders can actually lead to lower quality and even less content. According to Joe Griffin of ClearVoice, you have to give writers an environment that fosters their creativity. This includes allowing them to focus on the writing, and only on the writing.

This is where the editor steps in. While many companies make the mistake of expecting their writers to be both writers and editors, having a dedicated editor can give your writer the freedom to live in their creativity and continue to produce stellar content, while your editor ensures the consistency of your brand voice.

Joe Griffin, CEO and Co-Founder of ClearVoice, joins the Content Experience Show to discuss strategies for consistently creating good content and the importance of a single editor.

In This Episode:

The Importance of a Good Content Manager

In the episode, Joe speaks to the increasing importance of having a managing editor on your team who oversees brand messaging, keeps track of project timelines, and routes content through your company’s approval processes.

“The managing editor is the gatekeeper of the brand voice.” — @joegriffin

Why One Editor is Better Than Several

At the end of the day, everything comes back to alignment, Joe says. It’s important to figure out who your core content department is so that all messaging can be routed through it for consistency.

“When it comes to the final approval process, I would say have as few people as possible.” — @joegriffin

Setting Up a Practical Content Creation Plan

Joe explains how to create a minimum viable content plan when crafting a long-term strategy for your content. Sometimes the best way to figure out what your strategy should be is to start doing it and figure out what does and doesn't work.

“To get great writing, you need an environment of creativity.” — @joegriffin

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About the Author

Randy Frisch

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

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