Rob Scott
You already know that great content is the key to winning attention and converting customers in 2025 – particularly now that earning buyer trust is harder than ever. But with so many AI tools to help you churn out content at scale, you might have fallen into the habit of skipping steps – like using your proofreading skills, and actually editing content.
You know AI can handle the grunt work of checking for typos, and spelling errors – so why should you bother wasting extra time “fine-tuning” before you hit publish? Simple answer? Because even AI makes mistakes. ChatGPT might not misspell “manager” as “manger” accidentally – but it can easily write sentences that sound off, or use keywords in a weird, robotic way.
Mistakes like that are just as bad (if not worse), than typos when you’re trying to earn B2B consumer trust. Buyers today are more skeptical, more tuned into “authentic content”, and more resistant to AI-generated fluff. Now isn’t the time to start skipping proofreading and editing. It’s the time to update your skills, and refine your workflow.
Proofreading and Editing: Why it Matters More Today
If you’ve been keeping track, you’ll know the B2B tech buyer journey has changed. Companies aren’t waiting for organizations to reach out with sales pitches. They’re doing the work themselves, checking out resources, reading reports, and speaking to consultants.
According to the 6Sense Buyer Experience report, most companies are about 70% through the buyer journey before they even contact you. It’s your content that decides if they make that move.
A full committee of buyers, each with their own priorities and challenges, isn’t just reading your content – they’re analyzing it for evidence of credibility, authenticity, and genuine value. They want to see proof you “get” their problems before they add you to their short list.
Messy grammar, tone inconsistencies, and obvious AI content is going to get you backlisted. What buyers crave is content that feels authoritative and human, polished enough to show you care, real enough to show you’re not faking it.
So editing and proofreading isn’t just about catching typos anymore. It’s about refining your brand voice, aligning your content with where your buyer is mentally and emotionally in the decision journey, and making a positive impact.
Proofreading Versus Copy Editing: What’s the Difference?
Quick quiz: do you actually know the difference between proofreading and copy editing? They’re not the same thing. They’re two aligned, but separate processes intended to optimize your content.
Copy editing is basically “step two” after you produce content. It’s about running through your content, checking for structure, tone, clarity, consistency, and spelling mistakes. You evaluate if everything flows smoothly, reorganize sections, and fix mistakes. This is also the moment when you’ll be double-checking whether your content aligns with your brand’s voice.
So what is proofreading?
It’s what comes last – just before you hit publish. It’s about catching mistakes that have slipped through the cracks during the editing process. You double, and triple-check for typos and grammatical mistakes, make notes about readability, and evaluate how the content looks.
At this point, particularly if you’re publishing editorial content, you’ll want to check that all your links work, and that any quotes and statistics are accurate. Pro tip: don’t just assume the stats generated by ChatGPT are true – they’re frequently made up.
The Role of AI in Proofreading and Editing
AI is clearly a valuable tool for content creators – no-one can argue with that.
If you’re still proofreading entirely by hand, you’re working harder than you need to. Tools like ChatGPT, Grammarly, and Hemingway Editor are great for saving you time. They’re fast, tireless, and surprisingly insightful when used correctly.
But they’re just assistants. Sure, you can tell them about your brand’s voice, your buyer’s mindset, and the keywords you want to use – but they can’t grasp everything.
AI tools are fantastic at spotting surface-level errors, like run-on sentences, inconsistent tense, passive voice, and rogue commas. They’ll flag a lot. Some of the guidance will be helpful, and some won’t. Some AI tools even make it harder to maintain your brand’s personality, because they’re trying to fine-tune everything to a specific set of rules – not your company’s spirit.
Ultimately, AI can:
- Suggest sentence rewrites for clarity
- Catch spelling and grammar errors in seconds
- Provide structure suggestions
But (right now), it can’t:
- Master keyword placement
- Understand brand voice subtleties
- Ensure every link works, and stat is accurate
- Anticipate audience skepticism
- Step into your customer’s shoes (completely)
That’s why having human beings that know how to proofread and edit content is crucial. Those people aren’t just checking for human mistakes, they’re tackling AI errors and hallucinations too.
Quick Editing Tips That Improve Clarity and Conversion Rates
Editing isn’t just about cleaning up grammar anymore. It’s about “fine-tuning” every piece of content. Get your AI tools to run an initial check, looking for grammar, spelling, and obvious mistakes. Then, dive in yourself, with a human set of eyes, and:
- Cut the Fluff: Decide if every word and sentence is delivering value, or just adding bulk. Keep your focus on what the content is trying to achieve.
- Boost the Flow: Check everything trickles smoothly from start to finish. Make the message skimmable with subheadings, bullet points, and clear paragraphs.
- Check the Tone: Is your voice obvious? For instance, at Today Digital, we try to be accessible, conversational, approachable, and even inspirational.
- Cut the Jargon: Make sure the content is easy to read for your target audience. If you need to use a specific term, like “SaaS (Software as a Service)”, explain it first.
- Align with Buyer Intent: If your content solves a complex workflow issue, deliver that fast. Front-load value. Every paragraph should pull your reader further down the funnel.
Finally, check through once again for grammatical and spelling mistakes. Even AI misses things.
Core Proofreading Skills and Tips for B2B Writers
Want to level up your proofreading skills and catch mistakes that AI won’t? Slow down. AI scans content, you need to learn how to read it. Here are a few proofreading skills you can start developing today, to help you catch glaring issues.
- Read it Out Loud: Sit back and actually speak each word. Your brain can skip things as you read silently. Reading out loud helps you catch awkward phrasing, clunky transitions, and rhythm issues that your eyes miss.
- Check in Stages: Designate proofreading stages. First, focus on finding grammar and spelling issues. Next, check for readability and tone of voice issues. Finally, make sure links work and facts are accurate. Don’t do everything at once.
- Collaborate: Get a different pair of (human) eyes on the content. Someone else might miss something you’ve missed, particularly if you were responsible for writing and editing too. You could be reading what you expected to write, not what you actually did.
- Take Notes: Don’t necessarily make changes immediately. Make a note of all the mistakes you’ve found, and go back to them. You can share these with writers and editors too.
- Manage your Time: If you’re proofreading a long piece, you don’t need to do everything in one go. Take a break and come back to it. That’s particularly helpful if you’re responsible for proofreading a lot of content.
Finally, double-check that your content is achieving its goals. Does it use the right keywords (naturally), include the right statistics and facts, and deliver genuine value?
How to Proofread with B2B Impact in Mind
B2B proofreading isn’t just about avoiding silly mistakes. Your revenue and growth are on the line. Your whitepaper could be the first thing a CTO reads before looping in their CFO. Your email nurture sequence could be forwarded to every member inside a buying committee.
So, how do you proofread for impact, not just accuracy?
Start by asking:
- Does this content answer a real pain point?
- Is the tone right for the stage of the buyer journey?
- Is the CTA clear, persuasive, and contextual?
Editing with empathy for the reader’s decision-making headspace is what separates average content from content that converts. Don’t just fix errors, shape perception.
Also, always audit the emotional tone. Dry copy doesn’t inspire action. But confident, precise, human language? That builds trust, especially with modern B2B buyers who are more independent, research-driven, and skeptical than ever.
Workflow Tips: Balancing Speed and Precision
Your content calendar is packed, deadlines are closing in, and juggling 14 other marketing priorities. But rushed proofreading and editing leads to missed trust opportunities.
Here’s how to speed up without cutting corners:
- Time Block Everything: Set aside focused, device-free time, even 15 minutes, to do a pass. Your brain edits better in a sprint than while multitasking on Slack.
- Check Multiple Times: Use AI for check one, focus on logic and flow in check two, scan for grammar, formatting, and link issues in check three, and so on.
- Create a Checklist: Integrate proofreading tasks directly into your planning process. If you have templates or recurring formats (newsletters, LinkedIn posts), build a QA checklist that travels with them.
Remember, polished content earns trust. Sloppy content costs it. And in a world where AI can write an article faster than you can drink your coffee, your human eye for detail is your biggest advantage.
Use AI to move faster, but let your editing instincts slow you down where it matters most. Because clarity wins, precision persuades, and trustworthy, impactful content guides today’s distracted, skeptical B2B buyers toward action.
Think your content builds trust? Prove it.
Dive into The Complete Guide to Editorial Standards and Content Creation in B2B Tech Media and learn how standout brands turn credibility into competitive edge.
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