Best Tips for Editing Your Sponsored Content

You just got your sponsored content back from your marketing agency! Now it’s time to review, edit and approve it. 

At Zoe Marketing & Communications, we guide businesses through this process. A few common concerns we hear:

• “I’m not a writer. I don’t know what to change.”
• “Wait, I have more to add — lots more.”
• “This doesn’t talk enough about our organization. Should we change that?”

Don’t worry! Editing is important, but it’s easier than you think. In fact, less is often more. Here are six key tips to help you confidently review your sponsored content.

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6 things to keep in mind when reviewing your sponsored content

1. Trust your media partner’s brand voice and style

Your sponsored content is written to fit the media brand’s voice and engage its audience.

For example, Zoe’s sister companies, Chicago Parent and Metro Parent, serve busy parents looking for digestible, upbeat content. To feel “native” to the publication, the language is casual and informative.

• Avoid technical jargon. Terms like “social-emotional learning” or “bioavailability,” for instance, might not be familiar to readers.
• Follow the publisher’s editorial style, including punctuation, capitalization and tone.
• If unsure about a wording choice, ask your writer — they’ll clarify and tweak as needed.

2. Stick to the deadlines

Returning edits on time keeps things on schedule and ensures your content remains timely. Topics are often seasonal, and missing deadlines could delay publication, making your message less effective.

3. Focus on your audience’s needs

The best sponsored content prioritizes what readers care about, not just what you want to promote.

• Avoid sounding too salesy. People engage with content that educates, informs or entertains.
• Use the 80/20 rule: 80% of the content should address a reader’s problem or question, and only 20% should talk about your organization or services.
• The days of advertorials are over. Modern audiences want trusted, valuable information — not a hard sell.

4. Avoid information overload

It’s tempting to add more, but too much information can overwhelm readers.

• Stick to the original topic. If you realize other ideas should be included, save them for future content.
• Keep it simple. Intriguing readers is better than overloading them with details.
• A focused, well-structured article is far more effective than one packed with every possible fact.

5. Don’t feel pressured to make extensive changes

If the piece looks good, it probably is! Unnecessary rewrites can weaken a story that’s already well-crafted.

• If your concern is, “We didn’t include every detail,” refer back to tip #4.
• If something feels off, communicate with your writer first vs. overhauling the content yourself.
• Trust the process — Zoe works closely with clients to ensure content reflects their expertise while engaging the target audience.

6. Double-check facts and spelling

Before finalizing, verify key details:

• Names of people, programs and organizations
• Professional titles
• Dates, times and locations
• Spelling, punctuation and grammar

If something needs clarification, confirm it before sending the piece back. Keeping all decision-makers aligned will speed up approvals.

Next steps for quality sponsored content

Remember, editing is the final part of the writing process. It helps to make your message as clear as possible to the reader.

By following these six tips, you can confidently review your content without overcomplicating the process.

Looking for sponsored content tailored to Chicagoland and metro Detroit audiences? Talk to us. Zoe Marketing & Communications can help you decide if it’s right for you.

For more insights, explore:

• Key ways content builds trust
• Making your content stand out from competitors