How editorial process works at Setapp

At Setapp, we’re all about sharing trustworthy content that makes your daily tasks easier and helps you discover new apps for your Mac and iPhone. If you’ve found a solution to your problem or the app really helped you with focus, and your answer is “yes,” then we’re on the right track!

Our core values and principles

Simple yet important, our goal is to be a trusted source of information produced by real writers for Mac and iPhone users seeking expert insights on apps, productivity, and problem-solving. How do we fit this core? We put users at the center of everything we do — from solving their Mac problems to sharing the best iOS tools to beat procrastination. That’s why you’ll find lots of valuable and reliable information on Setapp’s blog. 

However, our editorial process isn’t possible without the help of key principles we value the most: 

• Accuracy: We ensure our content meets the three Cs — correct, credible, and current. For example, if an app update introduces new features, we revise our articles to reflect those changes.

• Expertise: We value subject matter knowledge and best practices in our articles, which wouldn’t be possible without our experts.

• Trustworthiness: We provide genuine information, validate our claims, and cite reliable sources. When we suggest an app like MindNode Classic for mind mapping, we back it up with solid proof of its reliability and effectiveness, including real-life examples from our team of writers.

Polina Fomenkova, guest author editor, shares:

• User-centricity: We view and create our content from the users’ perspective. What does this mean? For example, when we write about apps that help with productivity, like Focused Work, we don't just list features — we explain how they can be used in specific scenarios, like eliminating distractions during a WFH day, to meet the actual needs of our audience.

The editorial process is more than just taking a quick look at the content before it goes live. So, how does the editing look “behind the scenes”?

Content creation & editing workflow

Every piece of content we produce is one-of-a-kind and showcases different backgrounds and experiences. Still, we stick to a specific process for every article to keep things fresh and top-notch. Here’s a detailed breakdown of how we test the apps featured in our articles.   

How we keep content relevant and fresh  

We know who our audience is, so to really connect with them, we need to figure out what to write that they'll find helpful: 

• We start by identifying what our users struggle with and what’s most relevant to them. We monitor trending topics, check out what’s being discussed on forums, and stay in the loop with what's popular. We also connect with our support team to get the latest feedback directly from our users.

• From there, we focus on topics that matter to our audience and fit into the world of software and tech, which is what we know best.

Our content writer and Mac app explorer, Olha Novitska, shares her perspective:

After all the research and planning, we finally create an outline of our future story, and that’s when writing begins.

The writing process

All our writers are subject matter experts, and they’re passionate about technology and Apple products, which makes us a perfect match.

We collaborate with writers (aka expert content creators) around the world who have different opinions on various topics, each sharing their expert and unique take. We truly like having that kind of diversity in our team!

Guest authors’ editor Polina Fomenkova explains our approach:

If you want to become an expert author, check out how to write for Setapp.

Content editing: The heart of what we do

When experts send in their articles, we make sure they hit all the right points to become something truly useful for our readers. 

Content screening

This is where our editors start — they go through the content, check how it’s put together, and make sure it has enough depth to match what users are really searching for.

Content editor and passionate tech writer, Yulia Savliuk, says:

Our commitment to accuracy

Misinformation can appear in top results faster than those funny cat videos, and even professionals sometimes can mistakenly claim false facts. For us, accuracy isn’t just a nice-to-have; it’s what makes our work worth reading (and trusting).

If needed, we'll check the facts for ourselves. Like, can this app actually find duplicates? Are there really only five ways to uninstall apps?

Final call

By the end of this process, we confirm articles are accurate, engaging, and optimized for users as well as for the all-seeing eye of search engines.

Our content editor, Yulia Savliuk, is here to share her take on things:

Content updates

We make it a point to regularly update our content to keep it fresh and relevant. Here’s how we roll:

• We schedule check-ins to see if articles still resonate with our audience. If they don’t, we flag them for a refresh.

• We’re always on the lookout for outdated stats and references, such as when new software versions come out or apps are updated.

• We tweak our content to meet the latest standards, making sure our keywords and links are still useful.

• We focus on making our articles clearer and more engaging by polishing the language and adding new examples.

• We keep tabs on industry trends to ensure our content stays helpful for everyone today.

Does the editorial process matter? Spoiler: it totally does

At Setapp, we don’t just write — we craft content that earns trust, solves real problems, and stays useful long after clicking “Publish.” 

Our editorial process ensures that every article shines. Readers deserve reliable, engaging, and expertly written content. So yeah, the editorial process totally matters — and we wouldn’t have it any other way.