the professional who will guarantee the quality of your strategy – WAU

According to the Content Trends 2016 survey, companies that publish 13 or more content per month have traffic twice as high as those that publish less frequently. Many people have already realized this and are already applying this strategy. According to the same survey, 74.8% of respondents increased the number of […]

According to the Content Trends 2016 survey, companies that publish 13 or more content per month have traffic twice as high as those that publish less frequently.

Many people have already realized this and are already applying this strategy. According to the same survey, 74.8% of respondents increased the number of published content from 2015 to 2016.

With production becoming more and more, the importance of a professional also increases: the web content reviewer, who is going to guarantee that all this material is adequate for the marketing objectives and, mainly, that don’t just be more noise on the internet.

But how does he do that? What are the skills and roles of a good content reviewer and how to stay qualified?

It is what you will discover with us!

In this post you will learn:

What does a web content reviewer do?

“I already know! The proofreader is the guy who makes sure he doesn’t miss a typo, right? ”

If you’re thinking that, think again, little grasshopper. The role of the reviewer within content marketing goes well beyond that!

Of course, it is also his responsibility to ensure that London and grammar are at their best, but his work includes more than “just” mastering the writing.

It is the reviewer who gives the final say that that content is ready to be published or, in the case of rich materials, diagrammed.

For that, he needs to keep an eye on more than London. Let’s take a look at the criteria he evaluates:

Relevance of content

First of all, the content needs to be relevant – and it is the role of the reviewer to ensure that this is the case. When evaluating the material produced, he needs to keep an eye on the persona and make sure that the information presented will be useful to him.

The content can neither be too basic, bringing only common sense, nor too deep, to the point that the persona does not understand what was produced.

Furthermore, it is almost needless to say that the information must also be right, it is not?

For this, the web reviewer has 2 options: either he must understand a lot about the subject on which he is writing, or make sure that the writer is an expert in the field.

Adequacy to the strategy

Is the content guaranteed to meet the persona’s needs? Great. Now it’s time to check if it meets the proposed strategy.

The first step in this is to look at the funnel stage. The text is very well written and very informative, but was it produced as middle content when the strategy called for top content? So you need to redo it.

Here, it is worth reinforcing: top, middle and bottom of the funnel have nothing to do with depth of content! What will define which stage of the funnel that material serves is how close the persona is to closing the purchase.

Thus, throughout the work, the reviewer must keep the persona in mind.

In addition, he must also be aware of fundamental aspects of SEO, such as scannability, link building and keyword usage. Therefore, the web reviewer also needs to have knowledge about digital marketing.

Formal aspects of the text

It is not enough for the text to be informative and suitable for the strategy: it is essential that the ideas are well written and clear. This is where the London and grammar aspects that we normally associate with proofreading work come in.

In addition to correcting inattention and typing errors that the editor may have missed, the web reviewer must also improve sentence structure when needed, always paying attention to the clarity and rhythm of the text.

The better the writer does his job, the easier the reviewer will have at this point and the more time he can devote to other aspects of the review.

Finally, if the content is produced by multiple editors, it is up to the reviewer ensure that everyone follows the same writing style and have the same “face”. Thus, it maintains the unity of the company’s or website’s voice.

This is one of the points where the work of the web content reviewer differs from the traditional review work. In general, the ideal is that the proofreader improves the fluidity of the reading without becoming too much in the style of the writer.

In the context of content marketing, however, the reviewer can (and must!) Change whatever is necessary to keep the company’s communication cohesive.

How much does a web content reviewer earn?

It is difficult to measure the average salary of the web content reviewer, since this professional is relatively new and is in an area of ​​intersection between traditional proofreading and marketing.

According to a survey by the LoveMondays website, the average salary of the traditional reviewer is R $ 2,549.00 per month, ranging from R $ 750.00 to R $ 7,490.00.

However, it is worth emphasizing that the work of the web content reviewer has some peculiarities, as mentioned in the previous topics.

What is the qualification required for a web content reviewer?

What skills should a web content reviewer have?

  • Attention to details: sometimes it’s a little detail that ends up with a text – a comma out of place, an inappropriate lexical choice or a paragraph that is too long, for example. In addition, he also needs to keep an eye on not to miss any nonsense, such as inconsistent concordance errors or double spaces.
  • Ease of writing: it may seem obvious, but it is worth emphasizing that the reviewer needs to master the writing. After all, there is no point in identifying that something is not working in a text and not being able to fix it.
  • Critical sense: the reviewer is the last “barrier”, so to speak, between what the company produces and the public. Therefore, it is his responsibility to question what has been produced and to call attention to what needs to be improved. He must have a keen and judicious eye to identify what can be criticized by the public.
  • Curiosity and willingness to learn: as we already mentioned, the writer needs to make sure the relevance and veracity of the information presented in the text. For this, it is very useful to have knowledge on various subjects. It is not necessary (nor possible!) To master all areas of knowledge, but always studying and learning new things can help a lot!
  • Strategic thought: content marketing is strategy. Therefore, in addition to being able to tell if a text is grammatically good, it is important that the reviewer can also identify whether it fulfills the necessary role in the strategy, talks well with the other content produced and which is the best way to make links between them.

How to hire a web content reviewer?

The criteria for hiring a good web content reviewer are the same as those for hiring a copywriter, right?


Although the vast majority of reviewers are good writers, not every copywriter is a good reviewer. This is because, although complementary, the two functions require different skills.

The proofreader needs to have an even deeper knowledge of grammar than the copywriter, in addition to a lot of attention to detail and a keen critical sense, as you already know. So don’t try to kill two birds with one stone and use the same selection process for both positions!

To help you, we have prepared a vacancy template, a practical test idea and some questions to ask during the interview.

Vacancy description template

We are looking for a web content reviewer to review and improve texts, ensuring their quality in terms of content and strategy.

You must master the best web writing practices, including scanning and SEO techniques, as well as knowledge of the standard grammar of the London language.


  • Write rich texts and materials according to our quality standards;
  • Review rich texts and materials according to our quality standards;


  • Domain of London;
  • Focus;
  • Research capacity;
  • Good communication skills;
  • Experience with webwriting / blogs;
  • Good task management skills;
  • Certification in Web Content Production;
  • Certification in content marketing.

The pre-interview task

As you may have noticed, some of the skills required for a good web content reviewer are somewhat subjective. It is not an easy task to assess the mastery of London or the general knowledge of a candidate based only on his curriculum.

For this reason, we recommend that you include a pre-interview task in your selection process to test candidates’ skills in a practical way.

Ideally, this step will allow you to assess how the professional will handle your daily tasks. Our suggestion, then, is that you send the candidate a real text, produced on a daily basis, to be reviewed. Also be sure to send the material briefing.

If necessary, include purposeful errors – such as problems with agreement, formatting or whatever the main criteria adopted by the company – and make a checklist to assess whether the candidate is able to identify and correct them.

When you receive the candidate’s review, evaluate what he or she submitted as you would with material from your own strategy. Is the text good enough to be published? Did the candidate have any mistakes, but demonstrated mastery of writing and grammar?

Do not forget: it’s easier to train a marketing professional than to teach someone to write well!

Interview Questions

If you like the results of the practical test, it is time to call the candidate for a personal conversation. This will be the time to get to know him better, understand his values ​​and how he can fit into the company and help it grow.

In this conversation, mention the strengths and weaknesses of the test performed (if it has slipped on the specifics of web writing, for example, this is the time to reinforce these points), ask about your previous experiences and your motivations.

We have separated some questions that you can ask to discover this information:

  • What do you consider most important is a good text?
  • Why did you decide to work with proofing, and why on the web?
  • Tell us about your projects in the area. Have you ever had a blog? If you did (or if you were going to start one), what was the subject?
  • What was the most valuable lesson you learned from your previous review experiences?

Why is it important to have a web content reviewer?

You have probably heard that content is king. If that’s the case, the web content reviewer is the right hand of royalty – or, if we were in Westeros, the Hand of the King.

This professional has a huge responsibility. After all, it is the last step between the production of the content and its dissemination. If the content offered is not relevant and appropriate for the audience, all the efforts of the rest of the team so far will fall apart.

Similarly, if the previous work has not been done in the best possible way, all errors in the process accumulate on the reviewer, and it is up to him to give the red light.

More than “just” throwing money away at a strategy that doesn’t work, bad content can effectively damage your brand image. Wrong information overturns all authority gained so far; typos or basic grammar errors, easily detected, give the impression of neglect and neglect; and problems with writing or clarity of ideas can be more confusing than helping your persona.

These are certainly not the results you expect from a content marketing strategy.

The professional who will ensure that none of this happens is the web content reviewer. To be able to do this, he needs to combine a strategic vision, knowledge of content marketing, some sense of the subject he is reading about and mastery of writing techniques and grammar.

In other words: this is not a job for anyone! That is why it is so important to make a careful selection to find a reliable professional.

Now that you know what are the responsibilities and skills expected of a good web content reviewer, we hope that you will be able to find the most suitable professional to perform this role.

And to understand even more about the role of each one within a marketing team, be sure to also know the profession of Customer Success!