Better Industrial Brands is a marketing collaboration optimized specifically for B2B industrial companies in Greater Cincinnati. As a co-founder of this new venture I’m partnering with Industrial Branding Consultant Victor Frances, plus a virtual team of talented designers, writers, programmers, and other experts. Our early launch tasks have included concept development, creating a brand personality, website copy, and digital marketing.
Earlier this year, I mentioned WordPress as one of three major software tools every writer should know how to use. I don’t often encourage writers to delve too deeply into this sort of thing, but the more you learn about WordPress, the more you can benefit from advantages like these:
1. Simultaneous workflow
Knowing your way around WordPress makes it a lot easier for the writer and the design team to do their jobs at the same time. The whole “chicken and egg” debate is less of an issue, because the writer can respond in real-time to what the design team is doing and vice versa.
2. Improved accuracy
When I first started writing Web copy, I would send the design team a Word file, which they would then have to load into the site. Most of the time this wasn’t a problem, but I always had to check the results to make sure that formatting like subheads, bold type, or italics didn’t accidentally get lost in the translation. Sometimes entire paragraphs would disappear.
Posting your copy directly into WordPress eliminates one of the steps where ordinary human errors can occur. It’s especially helpful to the design team — and to you — if everyone agrees ahead of time about how style sheets and other structural elements should be handled.
3. Faster editing
This is an extension of the first two benefits that happens after the initial draft is submitted. If you can make editing changes yourself, you don’t have to wait for someone on the design team to do it, and you don’t have to worry about any of your changes being accidentally skipped or misinterpreted. This faster integration helps jobs get done sooner, which means everyone gets paid faster.
4. Happy design partners
Notice a recurring theme in these benefits? Everything we’ve mentioned so far makes things easier for the design team — which makes them very, very happy. This frequently leads to…
5. More Web copy gigs
Once you’ve earned the trust of a design team by demonstrating your WordPress prowess, you’ll find that they’re eager to keep you involved with regular updates to the projects you’ve collaborated on. And by enabling them to spend more of their time focused on the design work they love while you handle that pesky copy, you’ll also be more likely to get the call when new gigs come up.
One of the perks of being a writer is that you don’t need a huge suite of software to break into the business. The days when a pencil and a notepad were enough are long gone, but these days you can get by with a cheap laptop or tablet, a word processor, and an Internet connection.
That being said, knowing a few of the most common software tools used by editors and designers can make you more versatile — and more marketable. It’s worth investing a little time to get to know them.
Reviewing tools of Microsoft Word
Have you ever looked at an edited document and wondered what’s changed? There’s no mystery with Word’s reviewing tools. From the moment you or a collaborator clicks the “Track Changes” button, Word highlights everything — and I do mean everything — that changes in a document.
You’ll know at a glance where a word was changed, where a serial comma was added, what was added or deleted, who did it, and when. A black line in the left-hand margin indicates where changes have been made. New text is highlighted in a color that’s unique to the user who made the change, and deleted text appears in a bubble in the right-hand margin with the same color code. Users can also add comments that don’t modify or become part of the body copy.
Buttons in the review bar allow users to click through each individual change, reducing the chance that you’ll miss something. As the editing process proceeds, reviewers can accept or reject changes, making them disappear.
The highlights are fairly intuitive and designed to keep the document readable. Be aware, however, that colors for each user are assigned locally on each individual’s machine — your editor’s comments might show up in red on your screen but in green on someone else’s.
If Word is the standard for text editing and proofing, Acrobat is the complement for graphic designers. In addition to text reviewing features, Acrobat adds annotation and markup tools that allow you to scribble, post sticky notes, attach files, apply pre-designed “stamps” and sign off with digital signatures. If you regularly work with designers or need to review text in draft layouts, Acrobat gives everyone on the team an easy way to interact.
Acrobat’s tools are a bit more free-form than Word’s, but you can still access everything in a Comments List to make sure you don’t miss anything. Better still, each item has a checkbox so you can easily keep track of what you’ve already dealt with.
If you’re working with a savvy designer who knows how to activate commenting for collaborators, you can access many of these features using the free Adobe Reader. If you do a lot of this sort of thing, consider purchasing the full version of Acrobat — that way your designer won’t have to jump through any hoops to make editing features accessible to you.
A growing number of websites are being built in WordPress, partly because it’s easy for non-programmers to use, and partly because the explosion of content marketing has created demand for regular content updates.
A writer who knows WordPress has a competitive edge when working with clients like this, because he or she can load copy directly onto the site, freeing up the in-house team for other tasks. An editor or content manager still needs to review the work before it goes live, but can preview it exactly as it will appear. It’s also a godsend for the client when a blazing-hot deadline is looming.
Trust is essential in this type of workflow, so you may not want to dive in until you have a good feel for the working relationship you have with your writer. It’s also best for the writer and design team to agree ahead of time on key design conventions, such as how style sheets should be used.
Bonus tools (nice, but not essential)
Adobe Creative Suite
Writers who work regularly with designers don’t really need the Adobe Creative Suite, but having access to it and knowing how it works can give you a valuable window into the mind of your artsy colleagues. Designers who spend most of their time in Illustrator or Photoshop, for example, think about copy differently from those who build their masterpieces in InDesign. If you’re so inclined, you might also use the suite to offer additional services like indexing or variable data.
If you regularly work with web copy, whether in WordPress or some other tool, it doesn’t hurt to know a few basics of HTML, the code structure that runs the Internet. Knowing what’s going on “under the hood” allows you to peek backstage.
Monkeying with code can quickly lead you down time-sinking rabbit holes, so you’ll want to carefully balance how much of this sort of thing you do against the time you spend writing copy. Knowing just enough can save a web designer time by enabling you to write code-friendly prose and do a little basic troubleshooting on your own. I also like to keep tabs on how hyperlinks in my web copy work, for example, by making sure that they open in new windows when clicked — something text editors sometimes overlook.