Think of editors as bespoke tailors for written content

This is the third episode of a thought leadership series presented by Morning Studio to mark its fourth anniversary. Penned by Morning Studio’s in-house editorial experts, the pieces in this series explore the various myths and methodologies of branded content creation.

Check out the previous two episodes: “3 foolproof ways for content creators to navigate a world where ‘nobody reads anymore’ ” and “Do digital content consumers have the attention span of a goldfish?”

Author: Megan McCoid , Production Editor, South China Morning Post

When it comes to editing, the best work goes unnoticed. But that’s precisely the goal.

Those of us serving as line editors, production editors, copy editors or sub-editors focus on making every piece of content perfectly readable, accurate and appealing, with no errors to get in the way.?

The resulting effect is similar to that of seeing someone in a well-tailored suit – you’re left with a positive impression, yet can’t quite distinguish why. So to better understand the art of editing, think of its various elements in terms of tailoring.?

Words are the fabric, which need any excess cut away to achieve the intended form. An editor snips out unnecessary words or ideas, trims run-on sentences and simplifies overwrought phrases. When each paragraph is made more concise, the key points can shine through clearly and strongly.

Articles get structured like a garment, with different pieces of information stitched together, and editing guarantees everything comes together seamlessly. Sentences or paragraphs are rearranged into a more logical narrative sequence, while revisions smooth the written transitions from one topic to the next.

Fact checking is a crucial step in editing, during which everything from names to dates, data and definitions are confirmed or corrected. It’s akin to the precise measurements required of a tailor – getting anything wrong, even by a tiny amount, can diminish the value and impact of a piece.

Of course, an editor also makes sure copy is free of mistakes in grammar, spelling and punctuation. Fixing subject-verb disagreements or misplaced commas is done for the same reason as hemming trousers or a skirt: to prevent people from getting tripped up.

Editing work is topped off by aligning copy to the designated style – SCMP, for example, has its own guidelines to determine its editorial voice and word choices. Like the buttons and trimmings sewn onto a garment, these finishing touches are functional yet also add a signature flair to the piece.

The necessity of the editing process is often questioned, especially in the age of digital media where speed and quantity are prioritised over quality. But consider another question: would you rather wear a fast-fashion outfit straight off the rack and just hope it looks good, or wait a little while for something to be tailored according to your figure and personal style?

At Morning Studio, we’re all for bespoke services. Therefore, time gets invested into editing to ensure our content is not only high quality, but also custom fit to each client’s marketing mission, brand message and target audience.

Whether it’s a sharp ensemble or a compelling story, a skilled eye for detail is what makes such creations easy to enjoy.