You know what copydesk does? Check here what is the responsibility of this professional and how important is the role for a content production strategy!
We have already emphasized here the importance of the copydesk professional, fundamental in a content marketing strategy.
The function, which for many years was restricted within newsrooms, ended up falling into disuse mainly because of the more practical and lean nature of journalism.
However, with the content boom for the web, copydesk came back, but in a completely different outfit – getting the communications staff to gain a fresh new job opportunity in the midst of a market full of transitions and uncertainties.
Do you want to know what are the main characteristics so that a communicator can grow and excel in this profession? If the answer is yes, today’s post is for you!
Recalling the concept of copydesk
Fell parachute in this text and do not know (or do not remember very well) what we’re talking about? No problem, let’s explain now!
In a basic and practical way, copydesk – which can also be called copidesque – was created and gained its rise in the golden years of print journalism. At the time, the function was basically that of a reviewer.
That is: the copydesk professional should analyze the spelling, semantics and other key aspects so that the content goes according to the correct norms of the language.
In addition, it was also up to these people to understand if the content was in line with the editorial line of the newspaper, for example. It was time to analyze the tone of voice, the language and the drapery of the text – if it was by a different path from the communication vehicle profile, something there should be rethought.
Over time, however, the new technologies arrived with more and more force, which ended up making the profile of the journalist become something more practical, multitasking and self-taught.
From this new reality in the newsrooms, copydesk’s role was eventually transferred to the journalist who wrote the story or to the editor of the newspaper, for example.
Some time later, surfing the wave of Content Marketing and the production of content online, copydesk came back with everything! But this time some very important functions were added.
Of course, spell checking is fundamental, but for this, there are usually proofreaders.
The function of copydesk goes beyond: along with the “tapinha” in Portuguese, one must be well aware of fundamental topics in content marketing. SEO techniques as a whole, adequacy to the persona and good use of the language for the web are some of the items that must be analyzed by the professional.
In other words: besides reading the text with a reviewer’s perspective, one must think strategically. If the text escapes from the proposed one, the copydesk has all the freedom to reformulate it until the result is within the planned one.
Key requirements of a copydesk professional
Now that you have refreshed your memory regarding what copydesk is, let’s go to the main subject of this post!
To be a good professional in the field, it is not enough to master the basics of proofreading, spelling, and even digital marketing. You have to go further and invest in those personal characteristics that you never thought could be useful at work.
Want to know, once and for all, what are the main requirements of a copydesk professional? Then pay attention to the following points!
1. Good knowledge of the English language
We can not fail to speak of the obvious, after all, the good knowledge of the language is one of the main characteristics that the copydesk professional must have.
The good notion of English rules, be they in relation to semantics, syntax, or spelling as a whole, makes it much easier to give the revised one in the content. Imagine just having to search Google whenever you have any questions or uncertainties about what was written?
As we said in the blog here, the role of the reviewer is different from that of copydesk, however, it is fundamental that the second professional has a good command of the text, as well as the reviewers.
A great way to get away from long, boring content about spelling and English is by resorting to online content such as e-books. It is the example of this guide of English and grammar for the web, which teaches in a practical way some concepts that at times may seem boring or boring.
2. Good knowledge of foreign languages
The copydesk professional is responsible for putting into practice issues that involve digital marketing, correct? And digital marketing is globalized, that is, there are numerous terms, concepts and texts that (unfortunately for some) are in English and may not have an exact translation.
It is interesting, then, that anyone who works in the area has a legal knowledge of the foreign language, especially English – if you know Spanish too, it is even better.
In addition, numerous references at the time of producing a blog post can come in English. Even if the copydesk professional is not responsible for writing the content, he or she must take a peek at the references to see if the copywriter has made good use of them or not.
It would be very annoying (and complicated) to have to turn to translators and dictionaries all the time, right?
Organization is an important feature in basically any profession, but when we talk about areas that are mostly freelancers, the scenario can change a lot.
The profession of copydesk (in its modern format) has already been added in physical offices of marketing and communication companies, but freelancers still dominate the market.
So, just like a freelance writing, proofreading or diagramming, you need to have a very strong sense of organization in order to have the ability to manage all the incoming job demand.
Deadlines are key, and coping with them in an exemplary way is key to defining the success – or more complete failure – of your work and career in construction. Imagine only getting lost amid various tasks and failing to deliver any of them?
In addition, organized people have more sense and space to develop goals and metrics for success in relation to their own work.
When we think that a freelancer is his own boss, that is, that the money that comes depends primarily on him and the amount of work delivered, it is always good to draw up goals and plans to avoid that scare at the end of the month.
4. Mastering SEO
One of the main functions of the copydesk professional is to adapt the text in relation to the main SEO guidelines. Even if you do not master the subject, be sure to open this content in a new tab!
If it is not the case and the concepts that involve Search Engine Optimization are clear in your mind, congratulations! You have one of the key features to accomplish the work of copydesk.
During the analysis of the professional, it is essential to observe the use of the keywords, their frequency and how it was arranged throughout the text, for example. It is essential to keep in mind that using keywords does not just mean “playing” the terms throughout the content.
Another reason why knowing very well about SEO is indispensable for the copydesk professional is this: When the content is not exactly appropriate for a specific marketing strategy, it is important that the person responsible for the function is able to rewrite the parts of the text that change.
The greater the knowledge about the subject, the better rewritten content will be, which yields better results in the end.
5. Mastering Content Marketing
When we put the word “dominate” in the text, we’re not saying you need to be the new marketing guru: nobody knows everything about a subject, and that’s okay!
In any case, it is very important to keep studying the best practices of content marketing and writing for the web, precisely for the reasons cited in relation to SEO. Another relevant function of the copydesk professional is to understand how the persona was worked on in the text and whether it would be impacted with that content, for example.
If you have taken any of our courses at the University of Rock, you are probably tired of knowing what a persona is and how it is one of the key concepts of content marketing. If not, are you wasting time for what?
Anyone who does not fully master the subject can deliver a text full of potential but lost for lack of sufficient knowledge in accurate strategies.
6. Like to read a lot
You do not have to devour all the books of Game of Thrones or get interested in classical literature. When I say that I like reading, it’s imperative to be a good copydesk professional, I mean all content!
From the most silly to the most complex, what really matters is to create a healthy reading habit. The more a person reads, the more familiarity he has with the language in question.
The habit increases our range of vocabulary, as well as helping us a lot with grammar. In addition, we are in constant process of learning!
So do not hesitate to read. Whether it’s kindle, tablet, cell phone, or good old books, always have one of these friends close to you.
7. Have a sense of accurate updating
We are inserted in the eye of the hurricane of the digital age. I mean, everything changes all the time!
Information given now can be discredited in a matter of hours, updates around the world are shared every second, new discoveries come in every moment … All this has been happening in a very new way, never seen before.
So it is normal to imagine that with content marketing (which covers copydesk), it would not be any different. Professionals around the world devote themselves daily to researching, discussing, debating, proposing changes and presenting novelties on the subject.
Select some blogs on the topic and keep them on your daily reading list. Worth reading on the bus, between meetings in the waiting room of the office, what can not be is outdated!
When we maintain daily reading habits, even if only a little, the range of knowledge acquired is vast and relevant.
8. Know techniques that improve content
Have you heard of storytelling? The practice is to tell stories – in our case, to develop content – in a strategic way.
The strategy comes precisely in the way we tell the story. You can write a post about what is call to action in a traditional and linear way, or develop strategic points that will be responsible for whetting the reader’s curiosity and willingness to read all the content.
Capturing the audience by creating compelling content is a good fit for the copydesk professional, and the reason is simple.
Not always content goes exactly according to the strategy proposed in the agenda, and that’s okay! In cases where the story was not very well told, a good copydesk professional could work the matter without much trouble.
If copydesk is to master storytelling, for example, it will be able to solve the bottlenecks involving the main part of the content, ie the sale of the product in question.
Do not be restricted in the practice we talked about above: remember the importance of always updating and be sure to study concepts that can help improve the quality of content.
When we discover the necessary requirements of a copydesk professional, it becomes easier to visualize the path to becoming a good professional. Just have persistence and invest in qualities that can be developed in the day to day, seeking to improve more and more.