---
title: "Editorial craft"
description: "Writing, editing, accessibility, voice. The making of the thing itself, and the standards that hold it up."
canonical: "https://contentlexicon.com/categories/editorial-craft"
---

# Editorial craft

Writing, editing, accessibility, voice. The making of the thing itself, and the standards that hold it up.

- [Accessibility](https://contentlexicon.com/accessibility): Making content and services usable by as many people as possible, including disabled people.
- [Alt text](https://contentlexicon.com/alt-text): A short description attached to an image so people and systems that cannot see it still get the meaning.
- [Audio](https://contentlexicon.com/audio): Content people hear rather than read: podcasts, voice notes, interviews, narration, audio clips and spoken interfaces.
- [Call to action](https://contentlexicon.com/call-to-action): The specific next step content invites the reader to take.
- [Content design](https://contentlexicon.com/content-design): Designing content around user needs, tasks and evidence.
- [Conversational design](https://contentlexicon.com/conversational-design): Designing how an interaction unfolds in language, especially in chat, voice and other back-and-forth interfaces.
- [Copy editing](https://contentlexicon.com/copy-editing): Editing a draft for clarity, consistency and correctness within an agreed scope.
- [Copywriting](https://contentlexicon.com/copywriting): Writing persuasive messages that help people understand an offer and decide whether to act.
- [Editing](https://contentlexicon.com/editing): Improving a draft or published piece so that it says what it needs to, clearly and correctly, for its intended reader.
- [Front-loading](https://contentlexicon.com/front-loading): Putting the information readers need most at the start of a sentence, section or page.
- [Glossary](https://contentlexicon.com/glossary): A set of definitions for terms used in a particular subject, organisation or body of content.
- [Grammar](https://contentlexicon.com/grammar): The patterns and conventions that govern how words form meaningful sentences.
- [Inclusive language](https://contentlexicon.com/inclusive-language): Language that avoids exclusion, stereotype and unnecessary assumptions about the people being addressed.
- [Jargon](https://contentlexicon.com/jargon): Specialist language that can make communication efficient for insiders and difficult for other readers.
- [Longform](https://contentlexicon.com/longform): Content that takes as long as it needs to – essays, features, reports, deep dives – as opposed to the soundbite and the listicle.
- [Lorem ipsum](https://contentlexicon.com/lorem-ipsum): Scrambled Latin used as placeholder text, so that a layout can be judged before the real words exist.
- [Microcopy](https://contentlexicon.com/microcopy): The short pieces of interface text, such as labels, hints and error messages, that help people complete tasks.
- [Pair writing](https://contentlexicon.com/pair-writing): Two people writing together, usually combining subject knowledge with content craft.
- [Plain language](https://contentlexicon.com/plain-language): Writing that helps people understand what they need quickly and clearly, the first time they read it.
- [Proofreading](https://contentlexicon.com/proofreading): The final check for typos, formatting mistakes and small errors before publication.
- [Punctuation](https://contentlexicon.com/punctuation): Marks that help show sentence structure, relationships and emphasis.
- [Readability](https://contentlexicon.com/readability): How easy content is to read and process for its intended audience.
- [Sentence case](https://contentlexicon.com/sentence-case): Capitalising only the first word and any proper nouns in a heading or label.
- [Storytelling](https://contentlexicon.com/storytelling): Conveying ideas or experience through an account of particular people and events unfolding over time, shaped so that an audience can follow, imagine and care about what happens.
- [Tone](https://contentlexicon.com/tone): How an organisation's voice adjusts to suit the audience, context and moment.
- [Typography](https://contentlexicon.com/typography): The design of text on a page: typeface, size, spacing, hierarchy and the other choices that shape how readable content feels.
- [Voice](https://contentlexicon.com/voice): An organisation's recognisable personality in words.
- [WCAG](https://contentlexicon.com/wcag): The Web Content Accessibility Guidelines: the main international standard for accessible digital content.
- [Word list](https://contentlexicon.com/word-list): A record of an organisation's decisions on how to spell, capitalise, hyphenate and use particular words and terms.