42 HOW HUBSPOT DOES INBOUND: CREATING A CONTENT MACHINE Editors are ... the folks that identify what’s wrong with content, and either communicate how to fix it with the writer, or fix it themselves. In the marketing world, editors sometimes also play the role of proofreader. It’s very difficult to be a good editor, because they not only have to know something is “wrong” with a piece of content (that’s relatively easy), but they have to be able to identify exactly what that is (that’s unexpectedly difficult). Not only that, they have to articulate it clearly to the writer, explain precisely how to fix it, or be capable and knowledgeable enough as a writer to fix it themselves. This is an excellent career path for a great writer within your marketing department -- it’s difficult to find good editors that aren’t also good writers -- and a prime example of investing in a content culture at your company. www.Hubspot.com