Content Producer Carina Sitz: Skills of a Content Marketing Editor

Vanessa Kraut | July 25, 2019 | Content Marketing


If the ma­nage­ment is the brain of a mar­ke­ting a­gen­cy, the e­di­to­ri­al staff is its heart. Here, stra­te­gies be­come con­tent. But what qua­li­fies a good e­di­tor in Con­tent Mar­ke­ting? Carina Sitz, e­di­tor at Con­tent Glo­ry, shares in­sights from her pro­fes­sio­nal ex­pe­ri­ence.

Carina's passion for the written word led her to the editorial department. Before that, she worked in marketing at L'Oréal for several years. She loves the challenge of new forms of content and the opportunity to directly connect with people through her work. On our blog she already talked about interviewing clients and told us more about herself and her work in the employee presentation. Carina reveals five skills of a good editor and why enthusiasm for different topics is probably the main factor.


Content production is creative work and therefore requires freedom for inspiration and ideas. However, creativity is only one of several requirements of an editor. "On the one hand, you have to be a bit schizophrenic. It’s important to understand different personalities, depending on the client you are writing for. There are various styles you should be capable to write in." says Carina. "And on the other hand, depending on the workload, it's also self-management.”

In most cases the creative process has to follow a more or less strict schedule. In order to accommodate both, good self-knowledge is helpful. Carina's tip is the trial-and-error approach. While at certain times of the day the ideas just seem to appear out of thin air, other times might be more suitable for research or organizational work. If this is taken into account, time windows between appointments can be used perfectly and creative phases can be integrated into the daily routine easily. Once you have found the right working method for yourself, all you have to do is stick to it. 


Even interviews, as a part of the research phase, succeed best with an honest interest in your customers and their topics. Enthusiasm on the side of the editor is noticeable both for the interviewees and for the readers. Carina: "I have a very strong feeling that you can read between the lines what the author is thinking". If the editor is already enthusiastic about a topic, writing and reading becomes effortlessly. 

An interest in the topics should arise even before the interview, in the best case. Because good preparation paves the way for a successful talk. Also the time set aside for the interview should be used efficiently. The other person's day is probably crowded and every minute of interview time is precious. If an editor has a good overview of the topic in advance and knows how to ask the right questions, the quality of the interview is immediately enhanced. 


When working with clients, editors not only need to have background knowledge, but also strike a chord with the target audience. "Every customer wants to see himself in the content we produce," says Carina. "In this respect, it is important for the editor to be able to empathize with the content and become the mouthpiece for the person being interviewed.” In this way, an individual style and tonality with an additional personal touch have to be developed. This creates a compromise that contains the corporate culture, as well as the personality of the editor.

It is also an important note to interview companies without being shy. Carina herself says that in her early days she would have liked to be told exactly that. What counts in the end, is that the editorial staff have a good understanding of the topic and the customers.


Eventually, a good content marketing editor is defined by the product of her work. As far as articles and texts are concerned, Carina says: "A successful article is one that grabs my attention in the first two sentences that leads through to the end, without me thinking about whether I want to read on or not".

Making reading as pleasant as possible also requires a sense of balance. While the reading flow of a text should be guaranteed, keep the structure of an article in the back of your head.
Readers like to familiarize themselves with an article with the help of bullet points and headlines in the text. All in all, a text should be easy to read in one piece, both in terms of structure and content.


You don't have to be a jack-of-all-trades to be a good editor. But basic knowledge is necessary to understand new forms of content quickly and to be capable of using them to the best extent. This includes an understanding of the specific requirements of content marketing and editorial work. A solid mastery of the basic qualifications, helps editors to react flexibly to new challenges and develop themselves professionally.

What qualifies an editor is the enthusiasm for the challenges of content marketing, as well as empathy for both companies and customers. With a well-equipped basic toolbox containing self-management and good planning, companies can rely on the content marketing editorial team without a doubt.


You see yourself in the mentioned qualities of a good editor? Apply here for a position as a native English online editor and send us your application. We look forward to hear from you!

 Credit: ©Svyatoslav Lypynskyy/Adobe Stock