“Ninety-nine percent of who you are is invisible and untouchable.” Buckminster Fuller was a 20th-century architect famed for his geodesic domes and also this quote, which refers to the conscious choices that make us who we are, but that are invisible to others. The popular podcast 99% Invisible (whose name is derived from Fuller's quote) applies this insight to the fields of architecture and design, shining a light on all of the intentional choices that shape our lived experience in a way that is completely invisible to us. 

Editors apply this idea to written work. When we do our jobs well, you have no idea we were ever there. You simply get lost in what you’re reading—soaking up information or being entertained—rather than focusing on the mechanics of the article itself.

It takes a team of people to achieve such an effect. Editors act as thought partners to writers, asking questions and reading with an exacting eye. Even the best writers benefit from this collaboration. Think of everything memorable you’ve ever read. The writer behind your favorite opinion pieces or mystery novel series? They have a great editor. Great editors bring clarity to complex ideas, order to arguments, and intrigue to prose that might otherwise bore—and then we Homer Simpson into the bushes and let the work speak for itself.

What does an editor actually do?

An editor’s core responsibility is to ensure a written work best serves its readers. Editors ask questions. A writer passes the baton to an editor when they have exhausted their own ability to answer questions like: Is this the best way to communicate the idea? Does the flow of information make sense? An editor can look at a written work with fresh eyes and interrogate it anew until it is as strong as it can be.

Add to that a long list of other responsibilities—correcting typos, reorganizing paragraphs, rephrasing sentences, etc.—and you’re left with writing that says something clear and memorable. At a minimum, editors: 

• Enforce structure. Does the piece have a beginning, middle, and end? Does the information flow in a way that’s easy to follow?
• Think of the reader. Does the content speak to the unique questions and perspectives of its target audience? Does it make sense?
• Maintain accuracy. Is everything true? Is there a credible source to back up every claim, fact, and figure?
• Check for plagiarism. Is the work original? Are sources properly cited?
• Achieve cohesion. Is the desired tone consistent from beginning to end? Do all the parts make sense as a whole and adhere to the brand’s style?
• Optimize for search. Digital editors incorporate terms, links, and metadata that improve an article’s chance of ranking for strategic keywords. Known as search engine optimization (SEO), it can make or break an article’s chance of bringing in organic traffic. 
• Catch typos. It’s a small part of the job, but catching typos is the equivalent of polishing silver at a high-end restaurant—the details matter.

With backgrounds in journalism or publishing, editors take an active role in the production of a piece of writing, seeing it through from conception to completion. Great editors are often also great writers and will take it upon themselves to rewrite core elements of an article if the feedback isn’t quite clicking with the writer—whatever it takes to make a draft shine.

6 Essential qualities of a great editor

While a serviceable editor can turn around clean copy, a truly excellent editor produces a final draft that serves the reader's needs and answers questions they didn't even know they had.

To understand this in practice, let’s consider a hypothetical example. A fish tank accessory company wants to educate potential customers about designing a stimulating tank environment for their aquatic pets. They assign the article “How to Decorate a Fish Tank” to a freelance writer with some expertise in the subject and ask their in-house editor to prepare the article for publication. 

A great editor will…

1. Think like a reader

Once a piece of content gets published, it’s out in the world. If a reader has a question that isn’t answered in the piece, they’re out of luck. Great editors anticipate readers’ questions and ensure those questions are answered right there in the text. In many cases, this means putting our own expertise aside and thinking from the point of view of someone who knows nothing about the subject.   

Example: The fish tank decoration guide comes back looking solid, but there are a few sections where the author takes for granted that the reader knows about algae buildup. The editor leaves notes in the piece where they’d like the author to briefly explain what algae buildup looks like and why it’s important. This way, a new fish owner can leave the article with all the information they need to set up their own aquarium.

Great editors anticipate readers’ questions and ensure those questions are answered right there in the text.

2. See both the details and the big picture

A profound argument riddled with misspelled words is just as frustrating as immaculate writing that says nothing. Skilled editors have a knack for balancing precision with an eye for the big picture. 

Example: In the fish tank article, the how-to section itself flows logically, with each step building on the next. However, there’s a “tips” section at the end that feels disjointed and seems to add pertinent information after the fact. The editor takes each of the tips and weaves it into a relevant step in the prior section, so the information is cohesive. 

3. Question every statement

It’s simple but important to ask of every sentence: Is this true? How do we know? Every statement—from specific, unusual claims to broad generalities—necessitates fact-checking. Consistent accuracy helps build trust between the publication and readers. One questionable assertion or stat can tank a reader’s faith. 

Example: The writer includes a joke in the article’s introduction about goldfish having short memories. It sounds like common knowledge, but upon further investigation, the editor finds that it’s a myth. In fact, goldfish can remember feeding times, solve puzzles, and navigate mazes. The editor works this new information into the article’s introduction, providing all the more reason for fish owners to make their pets’ tanks exciting. 

When we edit, we identify what’s working and what’s not and give credit where credit’s due..

4. Communicate kindly and clearly

Whether an editor is forging long-term relationships with writers or handling a one-off piece, it’s essential to communicate issues, why they matter, and how to fix them. When we edit, we identify what’s working and what’s not and give credit where credit’s due so writers can lean into their strengths and not feel discouraged by feedback. 

Whether notes are delivered in writing or via a quick phone call, the best feedback is structured, clear, and warranted. Communicating in this way not only gets editors the outcome we’re looking for but sets the writer up for stronger work down the road. As researcher and author Brene Brown has said, “Clarity is kindness.” When an editor quickly identifies a recurring habit a writer struggles with (leaning on the passive voice, for example), we articulate the issue and resolve it, making the content creation process more efficient over time. 

Example: The editor wants to give a note about adding a clearer call to action in the article’s concluding paragraph. “The lead-up to this is strong,” the editor says. “Let’s keep the momentum going in the final paragraph with a quote about good design and a link to our newsletter to stay up to date on fish tank trends.” 

5. Pick their battles

Knowing when to give feedback is just as important as knowing how to give feedback. Sometimes, as editors we find ourselves fixing problems directly instead of taking the issue up with the writer. For example, there’s no need to involve a writer to fix a rare typo, but recurring issues like missing information, logical gaps, and inaccurate sourcing might necessitate an email or phone call. 

Example: There are several instances of passive voice in the how-to guide, which slows down the pace of the advice. The editor fixes every instance they see, changing phrases like “every decorative stone should be thoroughly cleaned” to “clean every decorative stone thoroughly.” Right away, the tone of the article feels much more engaging. After publishing the article, the editor sends the link to the writer, thanking them for their work and mentioning the active voice tip as a subtle way they can improve their writing next time. 

6. Never stop learning

Language changes constantly. New words enter the lexicon and meanings shift in response to technological advances, social movements, and pop culture. Great editors know this and stay up-to-date with the ebb and flow of language. This can look like reading closely and widely, referencing authoritative style guides and dictionaries, engaging in debates over grammatical conventions, and updating house style guides to reflect new schools of thought. 

Example: When talking about goldfish, the writer capitalizes “Goldfish” to signify it as a proper name. According to AP style, however, only the scientific name Carassius auratus is capitalized, while the common name “goldfish” is lowercase. The editor makes these changes and leaves a note in the doc for the writer for future reference. 

Final thoughts

It’s an extraordinary amount of work to pare down a piece of writing until it’s as effective as possible, but it’s worth the effort. A polished piece of writing can provide value for years to come and endear audiences to a brand, while a half-baked piece can be forgettable at best and a turn-off at worst. The next time you read a satisfying article or bookmark a helpful guide, know that a diligent editor put hours into making their involvement invisible.

Kate Ryan is a freelance writer and editor based in Southern California. Her work has appeared in The New York Times, VICE, BuzzFeed, and others.