The checklist below is a general guideline for editors to follow when proofreading copy. While your specific campaigns may call for more or less requirements, you should typically follow the steps below when editing.
✅ Read the Style Guide for the Campaign
✅ Article Title
- Properly capitalized
- Exactly matches the campaign keyword (unless the writer is advised to create a title)
✅ Copy meets the word count
✅ If the assignment calls for links - Make sure it includes the proper link(s) (If directed by the style guide)
- The link(s) work
- The anchor text(s) exactly matched the optional field
- Link(s) are not in the first paragraph
- Link(s) are naturally inserted in the content
- Follows the directions of the Style Guide (Editors should be very familiar with the Style Guide directions)
- Does not mention competitors (including photo attribution)
- Includes an introduction, subheadings, and a conclusion
- All elements are separated by one space
- Paragraphs are formatted with Paragraph text
- Subheadings are formatted with heading hierarchy starting with Heading 2
- All extra line breaks are removed (Including at the end of the content)
- Images are licensed for reuse (don’t check for Connections Content)
- Images include proper attribution and links
- Image quality is high
- There is at least one image (anywhere in the article, if applicable)
- Apps/webpage screenshots are used when applicable
- Images are between 300-600 pixels wide
- Images are not centered or wrapped in text
✅ HELPFUL TOOL: Cut article body and paste into Word and Grammarly
- Incorporate any necessary changes to content in the CMS
✅ Request an edit if correcting changes would take more than 10 minutes
✅ Advise the writer of any major errors you corrected in the comment box before editor approving
✅ Quality push when appropriate (for client specific work and when deadlines allow it)
- Subheadings are in logical order.
- Give the most interesting elements at the beginning and the end (10 best ways to store personal information, #1 shouldn’t be buy a phone with more memory).
- Subheadings are parallel elements. Subheadings are all questions or statements or names of apps, etc.
- Subheadings answer the question or address the statement/topic in the headline (If the title includes “Steps to,” “Reasons for,” etc. make sure the subheadings are the proper elements (steps, reasons, etc.).
- There are a good number of subheadings (3 or more/500 words – although more is better).
✅ Sections & Formatting
- Sections should be 4 or less paragraphs. Three is ideal. (When four or more are used, it is usually a sign of fluffy content.)
- Content utilizes bullet points when it adds to the clarity of the content.
✅ Show versus Tell
- Content should provide the most interesting element of the idea. (If the idea is about highest grossing apps, include numbers that show revenue.)
- Content should include relevant facts, tips, examples and stories.
- It should be obvious that the writer performed additional research (outside of the given resources).
- Content should not include fluff and/or filler text.
- Sections and paragraphs that don’t add any substance to the article should be removed.
✅ Unique Ideas
- Content should not include obvious elements and common knowledge.