Jotform: Editing and brand guardianship
Overview.
Jotform is a US-based SaaS technology company that specialises in online form building, PDF editing, e-signature collection and AI agents. With a global user base of more than 35 million users, they maintain exceptionally high standards for their product offerings, customer service and daily content output.
To support this rapid publishing operation, every piece of content must be checked against a detailed style guide. However, finding reliable proofreading and editing specialists capable of handling Jotform’s specific mix of B2B blog content proved challenging. They needed a partner who could keep pace with their high volume while navigating varying levels of draft quality – from internal writers and external freelancers to generative AI updates.
Our strategy.
Brand guardianship.
To ensure consistency across Jotform’s extensive content output, our strategy centres on becoming an extension of their internal content team. Rather than providing surface-level proofreading, we take on the role of dedicated brand guardians. This requires our editorial team members to align themselves with Jotform’s comprehensive 24-page style guide.
Adapting for an international audience.
Jotform is a US-based company, so the strategy demands daily code-switching from our UK team. We ensure all copy is written in American English and that an authentic tone of voice is maintained across all published materials.
Implementation and creativity.
Editing across varied content streams.
We implement this robust strategy across a huge volume of work, processing up to 50,000 words a month. Because Jotform sources drafts from multiple avenues – including human writers and AI tools for small article updates – our editors apply rigorous quality control to shape every submission into a polished, natural-sounding final piece.
SEO and formatting.
Beyond tone and grammar, we actively work towards Jotform’s technical objectives. We ensure uniform formatting and strict adherence to word counts, tailoring the articles to meet their SEO requirements and better serve their target audience.
Continuous alignment.
To manage this ongoing workflow, our Client Services team facilitates fortnightly catch-ups with the Jotform team. This continuous feedback loop ensures our edits consistently hit the right notes and that we adapt quickly to any shifts in their publishing strategy.
The results.
We continue to serve as Jotform’s trusted editorial partner, helping to protect their brand so that they can scale their content marketing efforts confidently and efficiently.
- Consistently edit, proofread and format 50,000 words of content every month to support their rapid publishing schedule.
- Successfully elevate and standardise output quality across varied sources, refining everything from the drafts of external resources to the updates made by generative AI.
- Strictly align with Jotform’s 24-page US English style guide to preserve brand integrity while hitting crucial SEO formatting objectives.
Wordcount optimised each month
Brand guideline adherance
Average engagement with Jotform content
Ready to see similar results?
Need dedicated in-house editors who specialise in copy editing and brand guardianship? Let’s talk. Start your growth story with Embryo.
