It’s not easy being a B2B marketer today. Your content needs to work hard to stand out amongst the constant noise. It must capture attention, communicate clearly and drive action. But let’s face it – writing engaging copy is only half the battle. The real magic happens during the copy editing stage. This is where you take your first draft from ‘good enough’ to ‘WOW!’
Not every company has the budget for a professional copy editor, but that doesn’t mean your content has to be mediocre. With these five effective copy editing tips, you can refine your writing into something clear, engaging and professional.
Copy editing for outstanding content
1. Start with the big picture
Before tweaking your sentences, step back and look at the overall structure of your piece. Does your content flow logically? Have you included all the key information your audience needs? Try to be critical about your content and ask yourself:
Is your introduction strong? Does it hook the reader and clearly state what’s in it for them?
Are your points organised logically?
Does it have a purpose? In other words, does it achieve what you want it to?
Think of your content like a journey. Each paragraph should naturally lead to the next, guiding the reader to your key messages smoothly.
2. Keep it clear and concise
B2B readers are busy people. So, if your content is long-winded, they’ll quickly lose interest or even scroll past it. Simplify your sentences by cutting out unnecessary words or jargon, delete redundant phrases and filler words like ‘very,’ ‘really’, and ‘basically.’
If you’re unsure if a sentence is too complex, ask yourself, “Would I say this out loud?” If the answer is no, simplify it.
Wherever possible, replace passive voice with active voice. Active voice is more direct, engaging, and easier to understand. For example:
Passive: Cost savings of 25% were delivered by using modular construction methods.
Active: Using modular construction methods delivered 25% cost savings.
A good rule of thumb – if a word doesn’t serve a purpose, delete it. Your audience will appreciate concise, punchy content.
3. Focus on the reader
Understand who you’re writing for, as great copy speaks directly to the audience. B2B readers aren’t looking for fluff – they want clear, valuable insights. Think about what challenges your target audience faces, the language they use and how much technical detail they expect.
Use ‘you’ language: If your copy focuses on how great your company is, edit it to explain how your product or service solves their problems.
Answer “What’s in it for me?” Make sure every sentence adds value to the reader.
Avoid being too formal: A conversational tone is often more engaging and relatable, even in B2B content.
Tailor your editing to speak directly to your target audience's needs and pain points. Remove jargon that doesn’t add value, and replace complex explanations with simple, direct language. If a paragraph doesn’t educate, solve a problem or provide a unique perspective, consider removing or rewriting it.
4. Break it up
Nothing turns readers off faster than a wall of text. Make your content easy to scan by using:
Short paragraphs: Keep them to 2-4 sentences.
Headings and subheadings: Guide readers through your content and highlight key points.
Bullet points and numbered lists: Perfect for breaking information down into digestible chunks.
And don’t forget visual breaks such as images and diagrams. These improve readability and make your content more inviting.
5. Review for consistency
Inconsistent style, tone and formatting can make your content feel sloppy and unprofessional. Watch out for these common culprits:
Tone of voice: Does your content sound the same throughout?
Style rules: Are you using UK or US English consistently? (For UK readers, it’s ‘optimise’ not ‘optimize’ and specialise, not specialize.’
Formatting: Check headings, bullet points and font sizes for uniformity and consistency.
Copy editing bonus tip
If your company doesn’t already have one, create a style guide. It will save you time and ensure all your content is consistent.
So, the next time you write something, you and your colleagues will know when to hyphenate a word, when to use capital letters, and how to format bullet points.
Copy editing is about rewriting and improving
Your B2B content often forms the first impression of your company. So, you want it to read well and establish credibility and expertise. Great editing isn’t about nitpicking commas (though that’s important too!). It’s about having a clear message and engaging content that encourages your audience to take action.
If editing still feels overwhelming – don’t worry. I’m a seasoned copywriter, editor and proofreader and can help you take your B2B content to the next level. So get in touch, and let’s chat.