Editing Improves Marketing

Name: Editing Improves Marketing
Author: Rhonda Tenenbaum

Learn how to improve your marketing through editing.

Preview the first lesson free — get full access to all 6 lessons.

Course: On-Demand

(upbeat music) Before we address the nuts and bolts of copying content, let's look at the role of the marketing team. Typically, a marketing team is tasked with meeting its client's needs and goals. Some companies have an in-house marketing department that works only for that company. For example, a bank's in-house marketing team serves the bank's branding and promotional needs. If a company doesn't have an in-house marketing department, then they'll probably hire a marketing firm. Whether a company has an in-house marketing department or hires a firm, the team is responsible for building brand awareness, developing advertising strategies and campaigns, researching demographics and consumer behavior, analyzing data, and designing graphics, among other responsibilities. While each function is intended to serve the client's goals, every component supports the copywriter's needs. The strategists, researchers, analysts, and designers provide information to the team's copywriter, whose task is to repurpose that information into clear, engaging content that results in a single advertisement, a full advertising campaign, a mass email, a website, a social media account, or another message channel. Copywriters create both copy and content. Copy is written communication designed to either increase awareness for the brand or persuade and encourage the target audience to take some form of action. This could be to either purchase the product or find out more about the brand. Copy includes print ads, emails, sales brochures, and radio and TV commercials. Content is designed specifically to provide information to the audience about a brand, product, or event. This includes copy, speeches, blogs, articles, corporate websites, and podcasts. One method to distinguish copy from content is to remember the saying content tells, copy sells. It's the marketing team's copywriter who is tasked with creating both. While copy is a form of content, some message channels contain copy and content. Websites can contain both content and copy because they provide background details about the company and highlight their current sales. A corporate website, for example, contains content because it features information on the company's history, executive management team, press releases, and product data. A retailer's website contains copy as it announces promotions, coupons, and other incentives to motivate the visitor to make an online purchase.

Beginner Provider : Rhonda Tenenbaum 6 Lessons · 16m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

In these lessons, you’ll discover how all marketing communication efforts are dependent on an accomplished copy editor’s skill. You will learn the differences between content and copy, along with the various skills that copy editors need. You’ll also know the importance of understanding your audience and editing content for different message channels while recognizing why editing is important for a company’s reputation.

What You'll Learn

Understand the nuances of copy editing and how it differs from content creation
Identify the copywriter's responsibilities and the skills copy editors need
Discover the importance of the creative brief in marketing communication
Determine the best ways to improve a client company's reputation through editing
Recognize the differences between audiences, customers, and consumers
Write and edit content for different message channels and media

Key Takeaways

All marketing communication efforts depend on the skill of an accomplished copy editor.
Content and copy are distinct, and copy editors require a specific set of skills.
Understanding your audience is essential to editing content effectively.
Editing content for different message channels matters for reaching the right audience.
Editing is important to protecting and improving a company's reputation.

Frequently Asked Questions

What does this course cover?

It covers the differences between content and copy, the skills copy editors need, understanding your audience, editing content for different message channels, and why editing matters for a company's reputation.

What skills will I gain from this course?

The course builds skills in Editing, Advertising Copywriting, Content Editing, Copy Editing, Copywriting, and Marketing Copy.

Who is this course for?

It is suited to those involved in marketing communication who want to understand how copy editing supports all marketing efforts, including the copywriter's responsibilities and the importance of the creative brief.

What topics are taught in the lessons?

Lessons include Copy, Content, and the Marketing Team; Content Creation, Copywriting, and Copy Editing; How Editing Helps Marketing; Know Your Audience/Customer/Consumer; Know Your Medium; and a Test Your Knowledge assessment.