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