Storytellers assemble: 7 quick content editing tips
Whether it’s starting with story structure or avoiding the obvious, Saskia Mair, Speak’s managing editor, shares quick methods that brands can use to elevate the storytelling in their content
1. Start with the story structure
Kick off by mapping out the story ‘arc’, then work out how this could inform the structure of your content. This won’t always be chronological – but sometimes thinking about the timeline of a story is a good starting point.
You can approach this in different ways; you might begin a piece with a quote, a memory or a compelling bit of data. Sometimes, starting in the middle of the action is really engaging as an opening. For any fellow story structure nerds, this is called an ‘in medias res’ (in the middle of things) narrative.
2. Avoid the obvious
If it’s a self-evident statement – or a phrase that could probably be said of most interviewees or initiatives – don’t include it. You’ll end up shifting the focus away from what makes a particular story unique.
3. Be concrete but concise
Try to be as specific as possible. Sometimes, this is just a matter of making sure the reader has all the context they need to understand a particular story. In other cases, it might be about sharing a detail that showcases an interviewee’s personality or captures a certain atmosphere.
No matter what, don’t let detail become waffle – ensure that whatever you include is written clearly, and avoid lumping in unnecessary information.
4. Inspire curiosity
Never make the mistake of assuming your reader will be interested in what you’ve written. It’s more than likely they’ll navigate away from a page the second they get bored, confused or distracted. Your job is to show the reader why they should read on – you want them to ask ‘Why?’, then turn to the next sentence for the answer.
5. Delete repeats
Avoid repeating words or phrases unless you’re using repetition as a carefully considered rhetorical device. Command + F and thesaurus.com are your best friends if you know you tend to resort to a particular term – and this also applies to information. Make sure you aren’t just reiterating or rephrasing something you’ve said earlier on in your article as a convenient method of filling up space.
6. Follow up
There’s nothing more frustrating than trying to write a piece from a patchy press release or a speedy call. While, ideally, you should perfect your interviewing technique to avoid this scenario in the first place, don’t be complacent in cases where there isn’t enough detail. Follow up with your interviewee to ask some additional questions or reach out to an expert to gather supplementary quotes.
7. Show, don’t tell
It’s tempting to try to tell a reader that they should be interested in your content by signposting it as ‘exciting’ or ‘inspiring’. This is an ineffective shortcut. Never try to tell the reader what they should feel. Instead, keep your focus on showing them why they should be interested in the story.
Want to find out how to implement a best-in-class editorial strategy that connects your organisation with your always-on audience?
Contact Gabrielle from our client services team: gabriellebridle@speakmedia.co.uk