Polina Nakraynikova, Editor-in-Chief of Goryashchaya Izba, shared insights into the content editing system for authors and bloggers that helps improve texts while maintaining strong creator relationships. This challenge is particularly relevant for brands commissioning materials from influencers: according to the agency, up to 40% of integrations require significant revision before publication, and poor feedback can derail an entire campaign.
How to review content before editing
A common mistake is to start commenting on text immediately after opening the file. In this case, the editor gets bogged down in details and misses systemic issues. Goryashchaya Izba uses a four-stage review process: first assessing whether the material solves the stated task, then checking structure and logic, followed by facts and sources, and only then moving to style and language. This order helps avoid wasting time polishing sentences that will later be deleted.
The second common mistake is to fix everything yourself without leaving comments. If the collaboration with the author continues, they will repeat the same errors simply because they don't notice them. An editor should help create the highest quality material, not evaluate work or provide training.
The THINK technique for constructive edits
Many editors are afraid to criticize and therefore don't give feedback at all. Without comments, the author won't know what to fix. To give edits correctly, you need to focus on the text's characteristics, not the author's. Instead of "You made a mistake," write "There's an error here."
Before sending an edit, ask yourself five questions from the THINK technique: is it truthful, is it helpful, is it inspiring, is it necessary, and does it sound caring
If at least two questions get a negative answer, the comment should be reworded. I-statements work well: "I would do it this way" or "It seems to me that…". The phrase "I think you didn't put enough effort into the text" is not an I-statement because it still evaluates the person.
How to formulate edits for authors and bloggers
Professional feedback means the editor names a specific problem and describes the next step. A comment like "This section turned out poorly" is confusing: it's unclear whether to remove select passages, rewrite the text from scratch, or reinterpret the data differently. Each comment should contain a clear description of the action.
It's helpful when a project has an editorial policy or set of guidelines to reference. Authors get a clear guideline, and the editor gets a solid foundation. Comments should be accompanied by examples. Instead of "This could be said more gently," write "This could be said more gently. For example, not 'Take a deep breath, arms wide,' but 'Try taking a deep breath. Spread your arms wide and pay attention to how you feel.'"
It's important to show what will actually change as a result of the edit: why this sentence is hard to read, what semantic shift results from moving paragraphs around, what the text loses without an expert comment. Then the edit won't seem arbitrary, and the author will be more motivated to implement it.
Managing a large volume of edits
If there are many edits, just "Left comments" in the chat isn't enough. A separate message that breaks down recurring issues works well. This helps identify systemic problems—things that might not be visible when reviewing each edit individually.
A personal message works best structured like a sandwich: first highlight the successful moments, then emphasize what needs improvement, and finish with supportive words. For example: "I understand there are many edits, and that's not easy—but I really believe in this topic and believe we'll bring the work to completion." Positive feedback helps keep spirits up: the author sees what worked well and knows which techniques to repeat.
Questions in comments create space for dialogue: "Is everything clear?", "Do you think you can make these changes?", "Do you need help?" This transforms feedback from a monologue into a conversation between two participants in the process. The responses might reveal important details: that a certain nuance remained unclear or that the author encountered obstacles.
How to work with AI-generated texts
The problem with AI texts isn't that they don't fit editorial guidelines—they have a characteristic tone that readers pick up on even without special tools. You could ask the author directly if they used an AI, but people might get defensive and shut down. Plus, there's room for error: sometimes a person genuinely creates a phrasing that feels off.
To avoid damaging relationships and playing detective, Goryashchaya Izba leaves a gentle comment: "The article contains phrasings that are common in AI-generated texts—here are examples. It's better to replace them: they might trigger negative reactions from readers." This allows you to stay professional, solve the problem, and avoid an uncomfortable conversation. If the situation repeats—it's time for a more serious talk.
For brands working with bloggers, content quality directly impacts reach and engagement of integrations. A media plan can include dozens of posts, each requiring review before publication. A professional influencer agency not only selects bloggers to match brand objectives but also edits materials before launch, forecasts KPIs, and ensures ads comply with regulations. The ETC team structures the media buying process so that every integration passes quality control and delivers results without reputational risks.
Frequently asked questions
How to properly edit blogger texts
Review material in four stages: text purpose, structure, facts and sources, style and language. Leave specific comments with examples and descriptions of the next step, use the THINK technique to evaluate whether edits are constructive.
What to do if a blogger used AI for the text
Point out phrasings characteristic of AI and ask them to replace them without direct accusations. For example: "The article contains expressions that commonly appear in AI-generated texts—here are examples. It's better to replace them to avoid negative reactions from readers."
How many edits can you leave for an author at once
The number of edits isn't critical if you provide systematic feedback. Supplement your comments with a personal message where you analyze recurring issues and support the author—this helps them not get lost in the details.
In brief
- Review text in four stages: purpose, structure, facts, style—this keeps you from polishing sentences you'll later delete
- Use the THINK technique to evaluate comments: truthful, helpful, inspiring, necessary, caring—if two questions get a "no," rephrase
- Give specific edits with examples and descriptions of the next step, reference your editorial policy
- Focus on text characteristics, not the author: "There's an error here" instead of "You made a mistake"
- When there are many edits, send an additional message analyzing recurring problems using the sandwich method
- Note not only weak points but strong ones—positive reinforcement helps solidify successful solutions
- When working with AI texts, point out characteristic phrasings without direct accusations
- End key edit sections with questions—this transforms feedback from a monologue into dialogue
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