Copyediting Marketing Content
My initial aspiration when studying copyediting was to become a fiction and nonfiction book editor. That is mainly what I do in my freelance business. But in addition to my freelance work, I also work as a Marketing Communications Copyeditor.
You might think, “Editing is editing.”
And you’re right…but when the genre, format, and application of the writing changes, so does the editing.
Sure, I still use the same dictionary and adhere (partially) to the same style guide. But here are a few of the main differences I have noticed between editing fiction and creative nonfiction books and editing marketing copy:
The number of cooks in the kitchen.
Of course, I mean this metaphorically. When editing a fiction or creative nonfiction book, I generally work with a single author. Some books have multiple authors, but usually no more than two. Editing these types of manuscripts is more of a one-on-one relationship.
When editing marketing copy, there are a lot of eyes on the writing. The copy is written by the copywriter, then reviewed by many others within the company to make sure that the messaging is consistent, the facts are correct, the tone is right, and the purpose is adequately addressed. As the editor, I try to come in last to check for errors, make sure the copy matches the style guide, and offer suggestions to make the writing as clear and concise as possible.
Style choices are constantly in flux.
Yes, we have a house style guide that we adhere to, but the writers and I often make and record style decisions on the fly. Marketing copy is different from narrative copy. I frequently make decisions about which words should be capitalized in product names and headlines and how to style a fun play on words. Style choices are in flux because context is always in flux.
Nobody cares and everybody cares.
When editing a book, the author is extremely invested in it. A book is written over months and years (sometimes decades) and the writer is attached to it (rightly so). The copy written for marketing campaigns is often written quickly, disseminated quickly, and forgotten quickly. So when I say “Nobody cares,” what I mean is that, in the grand scheme of things, a comma splice or errant capital letter is not going to make a huge difference to any particular person. The writers are not emotionally invested in the writing (for the most part).
But when I say “Everybody cares,” I mean that everyone from the Project Manager to the Marketing Director to the Graphic Designer to the CEO is going to review this writing and feel it is a reflection of the company.
The copy needs to be great. It needs to be effective. It needs to be flawless.
It will also be gone by next week.
Of course, the favorite adage of the copyeditor—Consistency is Key—is just as applicable to marketing copy as it is to all other types of writing. When it comes down to it, the most important thing in editing is making things consistent. Consistency builds the reader’s trust, in an author or in a brand. And ultimately, it is the editor’s job to establish that consistency and maintain it.
