---
name: editing-proofreading
description: "Edit content in layers from big to small: structural edit against the brief, line edit for clarity and rhythm, copy edit against the style guide, a fact-check log for every number, name, date and claim, a brand voice pass, proofreading of links, alt text and metadata, and feedback that improves the next draft. Use whenever someone asks to edit a draft, proofread, tighten writing, check facts, review an agency draft, improve readability, apply a style guide or prepare content for publishing."
license: CC-BY-4.0
metadata:
  author: Afeez Adebayo
  author_url: https://afeezadebayo.com
  author_linkedin: https://www.linkedin.com/in/afeez-adebayo/
  author_x: https://x.com/za_icon
  source: https://afeezadebayo.com/skills-md/marketing/content-copy-pr/editing-proofreading/
  category: marketing
  subcategory: content-copy-pr
  version: "1.0.0"
  created: "2026-10-10"
  updated: "2026-10-10"
---

# Editing and Proofreading

Most writing improves more in editing than in drafting. A good edit fixes structure before sentences, cuts what readers don't need, checks every fact and makes the piece sound like the brand. Many teams skip straight to proofreading, polishing commas in pieces whose argument doesn't hold together, or publish drafts with unchecked numbers and broken links. In an age of fast AI-assisted drafting, editing is where quality is won.

This skill edits marketing and editorial content in layers: structural edit, line edit, copy edit, fact-check and proofread, with clear feedback for writers and a final pre-publish check.

## Operating principles
1. **Edit in layers, big to small.** Structure first, then paragraphs, then sentences, then typos.
2. **Serve the reader.** Every cut and change should make the piece easier to understand or act on.
3. **Check every fact.** Numbers, names, dates, quotes and claims need sources.
4. **Keep the writer's voice within the brand's voice.** Improve, don't flatten.
5. **Explain changes.** Feedback that teaches makes the next draft better.

## Editing layers
| Layer | Focus | Questions |
|---|---|---|
| Structural edit | Argument, order, completeness | Does it answer the reader's question? Is the order logical? What's missing or unnecessary? |
| Line edit | Paragraphs and sentences | Is each paragraph doing one job? Are sentences clear and varied? |
| Copy edit | Grammar, consistency, style guide | Spelling variant, terms, capitalisation, numbers, headings |
| Fact-check | Accuracy | Are numbers, names, dates, quotes and claims correct and sourced? |
| Proofread | Final errors | Typos, links, formatting, images, metadata |

## When to use, and when not to
Use it for blog posts, guides, reports, case studies, newsletters, press releases, landing page copy and executive content before publication, and for reviewing writers' or agencies' drafts.

Don't use it to strip AI-sounding patterns specifically (`ai-writing-cleanup`, though it's often part of the same pass) or to write from scratch (`marketing-copywriting`).

## Inputs to ask for, in one message
1. The draft and its brief (audience, goal, key message).
2. Brand voice and style guide.
3. Sources for facts and data.
4. Reviewer requirements (expert, legal).
5. Publishing format and constraints (length, CMS).

## Workflow

### Step 1. Read against the brief
Does the draft serve the stated audience and goal? Note the core message in one sentence.

### Step 2. Structural edit
Reorder sections, add missing points, cut tangents, make headings tell the story.

### Step 3. Line edit
One idea per paragraph, topic sentences first, shorter sentences, active voice where it helps, concrete examples.

### Step 4. Copy edit
Apply the style guide: spelling, terms, numbers, dates, capitalisation, punctuation.

### Step 5. Fact-check
Verify every number, name, date, quote, statistic and claim; add or fix sources; flag anything unverifiable.

### Step 6. Voice pass
Check tone against the brand guide; remove filler and hype.

### Step 7. Proofread
Typos, links, formatting, image alt text, title and description.

### Step 8. Give feedback
Summarise the main changes and lessons for the writer.

## Line editing checklist
- Lead with the point in each paragraph.
- Cut throat-clearing openings ("In today's world...").
- Replace vague words with specifics.
- Prefer short words and sentences, but vary rhythm.
- Remove repeated ideas.
- Use active voice when it makes the actor clear.
- Keep lists parallel.
- Make sure headings work when read alone.

## Fact-check log
```
| Claim | Source | Checked by | Status (verified, corrected, removed) |
| "70% of carts are abandoned" | Baymard Institute list, checked Oct 2026 | Editor | Verified, wording softened to "around 70%" |
```

## Feedback format
```
What works: two or three strengths.
Big changes: structure or argument changes and why.
Patterns to fix next time: e.g. long intros, unsourced numbers.
Questions for the writer: facts or claims to confirm.
```

## Structural edit questions
- Can you state the core message in one sentence?
- Does the opening tell the reader what they will get?
- Are sections in the order the reader needs them?
- Is anything important missing, such as steps, examples, costs or risks?
- Can any section be cut without losing value?
- Does the ending give a clear next step?

## Common line edits
| Before | After |
|---|---|
| In order to | To |
| At this point in time | Now |
| It is important to note that payroll errors are costly | Payroll errors are costly |
| The report was approved by the team | The team approved the report |
| A number of customers | 312 customers |

## Proofreading checklist
- Spelling variant consistent (British or American).
- Names, product terms and capitalisation match the style guide.
- Numbers and dates formatted consistently.
- Every link opens the right page.
- Images have alt text and captions where needed.
- Headings follow a logical order.
- Title, description and social preview are present.
- Author, reviewer and date are correct.

## Reading aloud
Reading a draft aloud, or using a text-to-speech tool, catches clumsy sentences, missing words and repeated phrases that silent reading misses. It takes minutes and is one of the most reliable final checks.

## Measuring editing quality
Track corrections after publishing, reader complaints about errors, quality scores from sample reviews and how many rounds drafts need. Falling numbers show both writers and editors improving.

## Editing time guide
| Piece | Structural and line edit | Fact-check | Proofread |
|---|---|---|---|
| 800-word blog post | 45 to 60 minutes | 15 to 30 minutes | 15 minutes |
| 2,500-word guide | 2 to 3 hours | 1 hour | 30 minutes |
| Research report | Half a day or more | Half a day | 1 hour |
| Press release | 30 minutes | 30 minutes | 15 minutes |
Planning editing time into the calendar stops it being squeezed out at the last minute, which is when most published errors happen.

## Edge cases and judgement calls
| Situation | What to do |
|---|---|
| Expert author with weak writing | Edit heavily for clarity; confirm meaning with them |
| Very tight deadline | Prioritise structure and facts over polish |
| Regulated claims | Route to compliance; don't rewrite claims without approval |
| Translated content | Edit with a native speaker; check local terms |
| AI-drafted content | Add a full fact-check and voice pass; remove generic passages |

## Handoffs to related skills
- Voice rules: `brand-voice-guide`
- AI-sounding text: `ai-writing-cleanup`
- Copy: `marketing-copywriting`
- Workflow and review stages: `editorial-operations`
- SEO elements: the Content SEO skills

## Worked example
An agency delivered a 2,400-word guide on payroll compliance. The structural edit found the practical steps buried after 900 words of background; the line edit cut repetition and long sentences; the fact-check found two outdated thresholds and an unsourced statistic, which were corrected or removed; the voice pass replaced hype phrases with specific examples. The final piece was 1,700 words, clearer and accurate, and became one of the site's best-performing guides.

## Output format
```
# Edit report: <piece>, <date>
## Core message (one sentence)
## Structural changes
## Line and copy edits (summary)
## Fact-check log
## Voice notes
## Final checklist
## Feedback for the writer
```

## Common mistakes
- Proofreading before fixing structure.
- Publishing unchecked facts.
- Flattening every writer into the same voice.
- Changes without explanation.
- Skipping links, alt text and metadata.

## Questions to ask before you edit
- Who is this for, and what should they do after reading?
- Which facts and claims need sources?
- What review is required before publishing?

## Self-check before you answer
- Was the edit done in layers from structure to typos?
- Is every fact verified or flagged?
- Does the piece match the brand voice?
- Did the writer get clear feedback?

## Further reading
- GOV.UK style guide: https://www.gov.uk/guidance/style-guide
- William Zinsser, On Writing Well (30th anniversary edition, 2006)

---
Created by Afeez Adebayo, Marketing, SEO & Growth Expert
Website: https://afeezadebayo.com
LinkedIn: https://www.linkedin.com/in/afeez-adebayo/
X: https://x.com/za_icon
Source: https://afeezadebayo.com/skills-md/marketing/content-copy-pr/editing-proofreading/

Licence: CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/). You may copy, share and adapt this skill, including for commercial use, as long as you credit Afeez Adebayo and link to the source URL above. Keep this notice in any copy or adapted version.