On the Road, by Jack Kerouac, is the first book I read twice. I loved the story, of course, but was enamored that Kerouac wrote the original draft on one continuous reel of paper in three weeks. What a work of genius, I thought, before plucking it off the shelf again. What people often disregard is that “the scroll,” as Kerouac referred to it, was typed in 1951 — three years after his initial attempt. And, On the Road wasn’t published until 1957. A work of genius, it turns out, takes nine years of rewriting.

The ability to publish content today is instantaneous. All that’s needed is a URL address, a blog platform, and a few lines of type. Ideally, those lines of type form sentences that flow into cohesive paragraphs, which are composed into a competent and entertaining story. As such, rewriting remains the essence of writing well. (Zinsser, 2006, pg. 83) First drafts are almost never well-written, but there are more consequential reasons to revise copy before sharing online.

Tone of Voice

With the advent of AI, it’s never been more important to achieve a style of writing that’s rich with humanity. We want to read thoughts and opinions of real people, and will quickly move on from content that we suspect was created by robots. Rewriting helps us define and refine a distinctive and personal the tone of voice. Plus, readers understand and remember content better when it’s casual, conversational, and even informal. Authors can adjust the tone of their article to match their personal style — whether it’s witty, dry, or playful — by rewriting. 

Engaging Content

Rewriting also provides the author time to thoughtfully reconsider how online content is consumed. For better or worse, interactive media is often read, or skimmed, in a nonlinear fashion. For example, users can access information from a link that directs them further down the page. They can skip sections or save the link as a bookmark to revisit later. Subheads, bulleted lists, and charts are great ways to maintain the audience’s interest. The writer should ensure that each part of the essay is understandable and engaging on its own, while still contributing to the overall story. 

Storytelling

Most importantly, rewriting improves the flow and pacing of a compelling story. There’s no doubt that digital distractions are more prevalent, and attention spans are getting shorter. Writers would be wise to make their content concise, engaging, and dynamic. Rewriting provides the opportunity to eliminate unnecessary details, rearrange paragraphs to make obvious connections, and create an intriguing story that keeps readers hooked. As we all know, user engagement and retention are what keep the advertising dollars rolling in.

Rewriting isn’t easy. It’s an iterative process that takes an open mind, painstaking refinement, and more of our precious time. Finding the right words can be frustrating. But the benefits — enhanced clarity, more engaging content, and better storytelling — far outweigh the potential hazards of poor writing. Whether it’s a professional email, a blog article, or a long-form editorial essay, writers should revisit their masterpiece multiple times before hitting “send.” If Kerouac taught us anything, it’s that stories only improve with time, and effort.