We should note that Copywriters are different from Writers or Novelists or Poets. Copywriters usually write content designed to sell something. However, they may also write novels, short stories, or e-books designed to educate or inspire.
Basically, Copywriters write almost anything. Every Copywriter needs someone to check his or her work. While Stephen King could publish his grocery list and make a million bucks, even he has a Copyeditor catch all of his mistakes before publishing.
Some Writers run copy by a family member, friend, or other trusted advisor before it goes to a Copyeditor. A t rue story we've heard: Stephen King runs a lot of his copy through Tabitha his wife or his kids — one of them writes under the pseudonym Joe Hill. Apologies for the red herring. A Copyeditor concerns themselves with things like voice and structure.
If there are characters developed within the content, the Copyeditor will make sure their voices sound both plausible and consistent. But Copyeditors also have a bigger role, which is to maintain a certain thematic approach across a body of copy. Their job is to make sure the copy follows brand standards, whatever those may be. In addition to scouting for typos, they have a hand in page layout, sometimes graphics selection, headline composition, and if the content is online, SEO.
They may handle an editorial calendar of publication dates, titles, and types of content. Copyeditors sometimes write up the copy requirements and give the assignment to a Copywriter. A good copy editor has a natural-born gift in some ways. They notice the grammar abuses, errors and oversights everywhere they go in the world — an apostrophe error in a sign, a painting that is hung slightly askew. At work, they channel that ability into better copy. Good copy editors work closely with writers. They teach while they change to help improve future copy.
I like to say publishing is like launching a missile. It takes two to turn the key — the writer and the copy editor. They should be balanced and agree; neither should take over and work independently. While it may seem minor, copy editing can have an outsize impact. An email rife with errors is more likely to be considered spam.
Copy editors are a passionate bunch. Just try asking a copy editor for his opinion on the Oxford comma. But these seemingly arcane rules can have a major impact on the clarity of communication.
Traditional copy editing was once done only in written form on a piece of paper with an actual red pen. It had its own language of symbols. He then grabs his red pen perched behind his ear and furiously marks up the copy, trying to meet the print deadline. Great in a movie. Content Writing — Delivering value that stands on its own while building an audience to promote a brand. Content writing is the practice of writing blog posts, podcasts, case studies, video scripts, white papers, social media updates, webinars and other pieces that power content marketing.
If content marketing is brand publishing, then these are the journalists and reporters of the brand publication. Unlike copywriting, the content should have its own value proposition. While a print ad is made to directly foster a conclusion about a product, a blog post is meant to have value in its own right.
As content marketing has grown in popularity and budget expenditure, it has seen an interesting convergence of writers and producers from both sides. The typical advertising agencies and copywriters have jumped into the game I myself was a copywriter before I was a content writer. But publications and career journalists have also hopped in from the other direction as well.
Many writers are skilled enough to do both copywriting and content writing, but marketing managers should know that these are discrete skillsets. So focused on finding the product promotion angle, they struggle with finding a story angle that has value in its own right, and they end up creating content that is too promotional and strikes the wrong tone. While copy editing is crucial to both content writing and copywriting, content writing is best served by having another type of editor involved as well — the content editor.
Not to be confused with copy editing, the content editor is very different. As you already know, copywriting is writing that is used to sell or persuade. Copywriting is about connecting people that have a need with the solution to that need by conveying that solution in ways that the audience understands and appreciates.
Copywriting and copy editing are very different jobs and require two very different sets of skills. Could you do both? Copy editing, if you ask me, is both a crucial job and a demanding one. That said, though, thank goodness both groups exist— we all help ensure that what gets read by our audiences are useful, well written, and true.
Your turn! Let us know in the comments below! Last Updated on May 13, by Kate Sitarz.
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