Content & Editorial Team
Clara Whitmore
Senior Editor · Manchester, UK
Edits long-form articles for structure, accuracy and clarity, and keeps the house style consistent across every writer.
Part of the Content & Editorial team, led by Emily Hart
About Clara
Clara edits the long pieces — guides, comparisons and in-depth articles where structure matters as much as sentences. Her edits usually start with the order of the argument rather than the commas: does the reader get the answer early, does each section earn its place, and is anything said twice?
She trained as a sub-editor on a regional newspaper and later edited for a non-fiction publisher, two jobs that left her allergic to vague claims and padded paragraphs. She brings both habits to SEO content, where they are easy to lose.
Eight years in, she edits the team’s longest and most technical work and maintains the house style guide with Emily.
What she works on
- Structural edits on long-form content
- Accuracy and claim checks
- House style and consistency
- Headline and introduction edits
- Feedback and coaching for writers
Background
How she got here
Education
Bachelor’s degree in English Language, with a postgraduate qualification in publishing.
Early work
Sub-editor on a regional newspaper, then copy-editor for a non-fiction publisher.
Into SEO editing
Editing search-led articles without letting keywords flatten the writing.
Now
Senior Editor at Infinity Linkers, within the Content & Editorial team.
Her team
Content & Editorial team
Clara reports to Emily Hart, Head of Content. She shares the editing desk with Romy Elisabeth, taking the long-form and technical pieces while Romy covers day-to-day articles.
Approach
Cut until it is clear
Clara’s edits tend to make articles shorter and more useful at the same time. If a paragraph exists only to hit a word count or repeat a keyword, it goes; if a claim cannot be backed up, it is either sourced or removed.
Outside work she sings in a choir, walks the Peak District at weekends and is always halfway through a long Victorian novel.