Copy Editing Process

Embed Size (px)

Text of Copy Editing Process

  • 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, weve 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, weve 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, its 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. Its 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 cant be moved.

    Please keep this in mind. Well 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*

    http://www.dummies.com/how-to/content/how-to-compare-powerpoint-2013-presentations.html

  • 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 doesnt 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 were 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. Weve 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 were 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