Editing for Marketing: Content and Structure

Name: Editing for Marketing: Content and Structure
Author: Rhonda Tenenbaum

Learn how to edit your marketing copy for content and structure.

Preview the first lesson free — get full access to all 5 lessons.

Course: On-Demand

(enthusiastic music) So, how do you edit for content and structure? Let's look at some professional writing elements, such as the purpose of editing content, developing main and supporting points, structuring your content and performing research to find needed information. Every written marketing communication has a purpose or goal, like providing tips or instruction on how to use a particular product or service. The copywriter can't assume that the audience knows how a product functions, so it's their job to include steps or a demonstration. This helps the target market decide on whether they should make a purchase. The overall purpose of editing written marketing communications is to ensure that the target market understands the reason for the message. The copywriter selects the appropriate words that tell the customer exactly why they are being contacted. For example, a written marketing communication can be in the form of an email that introduces the customer to a new product. Editing for content and structure results in writing that is cohesive and understandable. No matter the message channel, sentences must flow from one to the next and relate to each other. This makes the content comprehensible to the audience. Writing that isn't cohesive is not only confusing and disappointing, but it also prevents the reader from continuing. If the reader is struggling to get through the writing, they will more than likely stop and come away with a negative feeling about the brand. As a copy editor, it's your job to ensure that the ideas and examples are connected. One approach that you can use is strategically including transitions, using them to link one idea to another. If you are making a comparison, for example, transitions such as also and similarly can show the correlation between your thoughts. For example, perhaps you're writing about a product's benefit, such as its ease of use. You would then discuss another product benefit as a means of letting the audience know the product serves their needs to the point that it's a must-have item. Transitions are also used to contrast ideas. For example, although, still and regardless are used to show the distinction between one thought and another. And when you're ready to finalize your thoughts, transitions can summarize your main idea. Summing up, in conclusion and finally are examples of transitions commonly used at the close your work. Structural editing is necessary when the writing requires a more substantive overhaul. It is recommended that copy editors review work for: content, language and style, clarity and consistent tone and voice. Structural edits clarify what the writer means. This includes examining grammar, spelling and punctuation to ensure that the writer's thoughts are well-developed, accurate and clear. Copywriters and copy editors tend to work under strict deadlines. Some projects require a turnaround time of less than a day. Even when the deadline is tight and seems almost impossible to make, best practices say not to forego any part of the editing process. The work may wind up sloppy, incomplete and potentially embarrassing for you, the marketing team and the client. And no one wants to lose a client because of inadequate editing. Reputations can be damaged or ruined, and acquiring a new client would be time-consuming and difficult.

Beginner Provider : Rhonda Tenenbaum 5 Lessons · 15m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

These lessons will focus on understanding text and its relationship to the content’s main idea. Additionally, you will learn how to create main points and their supporting points to write cohesive, logical copy. You will also learn proper sentence structure and its importance.

What You'll Learn

Apply the proper use of transitions in marketing copy
Identify the elements of structural editing
Determine the relevancy of main and supporting points to the purpose and angle
Examine the structural composition of a print ad
Verify that facts and examples are accurate and relevant through fact-checking
Recognize the legal repercussions of libel

Key Takeaways

Understanding a text and its relationship to the content's main idea is central to structural editing.
Creating clear main points with supporting points helps produce cohesive, logical copy.
Proper sentence structure plays an important role in effective marketing copy.
Fact-checking matters because inaccurate content can carry legal repercussions such as libel.
Transitions, main and supporting points, and overall structure shape the purpose and angle of marketing content.

Frequently Asked Questions

What does this course cover?

It focuses on understanding text and its relationship to the content's main idea, creating main and supporting points to write cohesive and logical copy, proper sentence structure, the elements of structural editing, the structural composition of a print ad, fact-checking, and the legal repercussions of libel.

What skills will I gain from this course?

The course develops skills in editing, content editing, copy editing, document structure description, structured text, and structured writing.

What lessons are included?

The lessons cover Overall Purpose/Angle; How Relevant are Main/Supporting Points to the Purpose/Angle; What is the Structure?; Are Facts/Examples Accurate and Relevant?; and a Test Your Knowledge assessment.

Will the course address accuracy and legal concerns in marketing copy?

Yes. It covers the importance of fact-checking, whether facts and examples are accurate and relevant, and the legal repercussions of libel.