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The Copy Editing Process Using the process to incorporate copy editing into your project plans
17

Copy Editing Process

Jan 10, 2017

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Page 1: Copy Editing Process

The Copy Editing ProcessUsing the process to incorporate copy editing into your project plans

Page 2: Copy Editing Process

A copy editor's work is largely invisible, until she misses

something, in which case she takes the blame. But most

important is that a copy editor stands in for the reader,

gingerly reshaping, clarifying and correcting things before

the reader can see them and post an excoriating

comment.

— Merrill Perlman, former NYT editor

Page 3: Copy Editing Process

What does the copy editor do?

Despite the name, the copy editor does much more than simple editing:

• Upload all case studies, charts and blog posts to CMSs

• Manage process for all content emails

• Maintain updates to MarketingSherpa homepage

• Manage the MarketingSherpa Book Giveaway

• Manage Web clinic replay process

• Manage blogs (authors, comments, publish times)

To help create some visibility into the job of the copy editor, we’ve put together a list of some of the major tasks and processes the copy editor works on.

The copy editor is responsible for a lot of content each month:

• 4 Charts of the Week

• 12 MarketingSherpa Case Studies

• 16 Blog Posts

• 21 Newsletters

• 1 Web clinic deck

• Daily entries for FlintsNotes

• Marketing Emails

• Landing Pages

• Other PowerPoint Decks

• Publications

• Miscellaneous Other Edits

Page 4: Copy Editing Process

What does the copy editor do?

Despite the name, the copy editor does much more than simple editing:

• Upload all case studies, charts and blog posts to CMSs

• Manage process with Zlatko for all content emails

• Maintain updates to MarketingSherpa homepage

• Manage the MarketingSherpa Book Giveaway

• Manage Web clinic replay process

• Manage blogs (authors, comments, publish times)

To help create some visibility into the job of the copy editor, we’ve put together a list of some of the major tasks and processes the copy editor works on.

The copy editor is responsible for a lot of content each month:

• 4 Charts of the Week

• 12 MarketingSherpa Case Studies

• 16 Blog Posts

• 21 Newsletters

• 1 Web clinic deck

• Daily entries for FlintsNotes

• Marketing Emails

• Landing Pages

• Other PowerPoint decks

• Publications

• Miscellaneous Other Edits

Point of Interest: Many of the editorial tasks are time-sensitive

and required before noon.

Page 5: Copy Editing Process

Why the guide?

It can be easy to overlook copy editing in the planning process. However, it’s essential that – like every other task in a process – the necessary time is assigned to it.

We have changed many of the turnaround times in an effort to ensure writers are provided ample time to review edits and discuss any edits with the copy editor before content is due for publishing, sending, printing, presenting, etc.

We want to allow time for dialogue about edits. That means a larger window of editing time is needed.

Page 6: Copy Editing Process

What about emergencies?

We understand emergencies happen. It’s a fact of work life. However, please be considerate when planning a project to allow for copy editing.

As tasks back up and projects get behind, it often results in the copy editing task being shortchanged when it comes to given work time because due dates can’t be moved.

Please keep this in mind. We’ll work within our limitations as best we can to accommodate needed quick turnarounds. We do ask that shorter turnarounds are requested for only true emergencies.

Page 7: Copy Editing Process

Who to email

• Address all emails to Shelby Dorsey, Copy Editor.

• CC all emails to Selena Blue, Manager of Editorial Content.

Why is the CC important?

1. It allows the Manager of Editorial Content to watch the queue and watch for potential backup due to high levels of requests at once.

2. If the Copy Editor is on PTO or away from her computer and an emergency edit comes in, the Manager of Editorial Content can see to it that the request is fulfilled.

Page 8: Copy Editing Process

Case studies and Charts

• Include all creative samples with Word doc

• Include newsletter information

• Attach creative sample files (PNG/JPG) to email

• Indicate where creative samples should be embedded within Word doc

Due: 48 hours prior to publishing time

Page 9: Copy Editing Process

Blog Posts

• Include all creative samples with Word doc

• Indicate where creative samples should be embedded within Word doc

• Attach creative sample files (PNG/JPG) to email

• If a creative sample is a PPT slide, please attach the PPT file for the slide

*Video Blog Posts:

• Include YouTube/Vimeo link or embed code

• If a new video excerpt is needed, put your request into A/V when you send your first draft in for editing

Due: 48 hours prior to publishing time

Page 10: Copy Editing Process

PowerPoint Decks

• Include who the audience is

• Include/Indicate the style guide, if not MECLABS

Edits and comments will be made within the deck. To review/approve changes, use the “Compare” feature of PowerPoint. For process, read: “How to Compare PowerPoint 2013 Presentations.”

*1-2 decks = 48 hours needed

3-5 decks = 72 hours needed

6-8 decks = 96 hours needed

Decks greater than 75 slides, will count as 2 decks

Due: 48 hours prior to time needed*

Page 11: Copy Editing Process

Publications

• Indicated/Include style guide, if not MECLABS

*If smaller window is needed, please notify the copy editor a week in advance of the estimated incoming time so the queue can be arranged to handle the tight turnaround.

Due: 4 days prior to time needed*

Page 12: Copy Editing Process

Misc. Small Tasks

• Provide Word document or some other editable document

• Could include: survey, bookmarks, small website copy changes, event session descriptions, speaker bios

*Emergency same-day edits can be managed if warning is given and it doesn’t become a regular occurrence. Please incorporate the 24-hour turnaround into your project plans to prevent these.

Due: 24 hours prior to time needed

Page 13: Copy Editing Process

Emails

• Include the following:

• If using segmentation, please include a small description of each segment or persona and what we’re trying to communicate differently to each.

*If sending in batch of five or more, allow for additional four hours for each set of five.

Due: 24 hours prior to time needed*

o Email Objectiveo Audienceo Sendero Subject Line

o Pre-headero Copyo CTA copy and URL

Page 14: Copy Editing Process

Approval for Marketing

While one person may own a project or campaign, sometimes other team members help in the review of emails or webpages.

The “Primary Marketer,” or the campaign owner in charge of a particular marketing piece, has the final approval on emails, landing pages, etc. We’ve made sure this role is last in the line of approval.

The “Secondary Marketer” is another marketing team member who is assisting in the review or creation of the marketing piece.

Not all pieces will have a Secondary Marketer; for those, simply skip the SM steps in the process.

Page 15: Copy Editing Process

Email Approval Process

CE gets Word doc

CE returns to PM

PHASE 1

Tester sends final test email

PHASE 4SM/CE give greenlight

to PM

PM greenlights

to Tester

SPECIAL NOTE:CE: Copy EditorPM: Primary Marketer, or owner of campaignSM: Secondary Marketer

PM sends all edits to

Tester

Tester sends out test email

PHASE 2

PM sends edits to SM

SM sends edits to CE

CE sends edits to PM

Repeat Phase as Needed

Tester send Final email

Page 16: Copy Editing Process

Landing Pages

• Include audience and objective

• If using segmentation, please include small description of each persona and what we’re trying to communicate differently between each

*If needing four or more pages at once, allow for 48 hours of copy editing in your project plan.

Due: 24 hours prior to time needed for three pages*

Page 17: Copy Editing Process

Landing Page Approval Process

Page published on staging

PM sends edits to SM

SM sends edits to CE

CE sends edits to PM

PM sends all edits to Dev

CE gets Word doc

CE returns to PM

PM sends all edits to

Dev

Dev publishes page on

production

PHASE 1 PHASE 2

PHASE 3

PM sends edits to SM

SM sends edits to CE

CE sends edits to PM

SM/CE give greenlight

to PM

PHASE 4

PM closes out work

order

SPECIAL NOTE:CE: Copy EditorPM: Primary Marketer, or owner of campaignSM: Secondary Marketer

Repeat Phase as Needed

Repeat Phase as Needed