How Do You Determine When a Piece of Content is Ready for Publication?
Deciding when content is primed for publication is an art mastered by industry leaders, and we've gathered insights from CEOs to editors-in-chief to illuminate this process. From applying the 'Three E's' content strategy to following a rigorous content review procedure, explore the diverse strategies behind the decision-making process in our compilation of 22 expert contributions.
- Apply the 'Three E's' Content Strategy
- Perform a 'Client-First Check'
- Conduct a Final Comprehensive Review
- Seek a Colleague's Objective Perspective
- Undergo a Cross-Functional Content Review
- Refine Through Expert Collaboration
- Ensure Text and Image Preparation
- Adhere to Quality and Strategic Alignment
- Balance Informative and Engaging Content
- Value Feedback in Content Refinement
- Edit and Tailor for Target Audience
- Meet Reader Expectations with Relevant Info
- Implement Thorough Research and Peer Review
- Follow a Rigorous Content Review Procedure
- Assess Drafts with Fresh Eyes
- Ask Key Questions
- Utilize Editorial Calendars and Outlines
- Don’t Let Perfect Be the Enemy of Good
- Follow Content Workflow Procedures
- Perform a 'Client-First Check'
- Ensure Clarity of Message
- Conduct 'Alignment Checks'
Apply the 'Three E's' Content Strategy
At Digital Web Solutions, our compass for determining if a piece of content is ready for publication revolves around what I like to call the 'Three E's': Engagement, Expertise, and Echo. Engagement means the content must resonate with our audience on an emotional or intellectual level, sparking conversations or actions. Expertise ensures the information is not just accurate but also showcases our deep understanding of digital marketing, business, and AI. Echo refers to the content's ability to be shared and referenced, amplifying its reach beyond our immediate audience.
A memorable instance of this process was when we were about to launch an article on emerging AI trends. The draft was informative and well-researched, ticking off the Expertise box comfortably. However, it felt flat on Engagement and Echo. It was a tough call, but we paused the publication and reworked the narrative to weave in real-world applications of these trends, making it relatable and shareable. This decision not only increased the article's popularity but also solidified our brand's position as thought leaders. This experience taught us the invaluable lesson that content is not just about information dissemination; it's about making a connection that echoes beyond the first read.
Perform a 'Client-First Check'
At RankWatch, we have a unique benchmark for determining if a piece of content is ready for publication: the "client-first check." This involves evaluating whether the content directly addresses a need or solves a problem for our audience. It's not just about SEO optimization or engaging material; it's about providing tangible value that empowers our clients in their SEO journey. A memorable instance of this was when we were about to publish a comprehensive guide on keyword research. Despite it being rich in information and SEO-friendly, a last-minute review revealed it lacked practical examples that our clients could immediately apply. We paused, reworked the guide to include case studies from our own database, and only then did we feel it met our "client-first check" criterion.
This approach ensures our content does more than attract traffic; it fosters trust and authority. Other businesses can adopt this strategy by always asking, "Does this piece offer clear, actionable value to our audience?" This mindset shift, from publishing for the sake of content to prioritizing genuine client needs, can significantly enhance the impact of your content strategy.
Conduct a Final Comprehensive Review
When it comes to deciding if a piece of content is ready to hit the publish button, it's all about that final check. We make sure it's been through the wringer—double-checked, edited, and polished until it shines. We look at everything: the visuals, the audio, the message alignment with the client's goals, you name it.
One instance that comes to mind is when we were working on a promotional video for a client's product launch. After several rounds of revisions and meticulous editing, we gathered the team for a final review. We scrutinized every detail, from the color grading to the script's coherence. Once we were all satisfied that it met our standards and the client's vision, that was the green light.
It's about having that keen eye for detail and ensuring that every element serves its purpose before putting it out there for the world to see.
Seek a Colleague's Objective Perspective
I absolutely need to have a colleague look at a piece before I know that it's ready to publish. When we write content, we get stuck inside the piece and can't see the forest for the trees. Having an extra set of objective eyes to look at the piece and find changes that I can't see is crucial. The only way that I can get a different view of a piece of content by myself is to take time away from it. But I'm operating on a deadline, so that's not an option.
Undergo a Cross-Functional Content Review
As the Marketing Head at TP-Link, content preparation involves a careful process that meets our brand's standards and our audience's expectations. We focus on accuracy, relevance, and engagement to maintain our position as the global leader in Wi-Fi solutions.
One example of this is when we launched our newest flagship router range. We conducted in-depth market research to better understand what consumers are looking for and what they want. Data on internet usage patterns, customer feedback, and competitor tactics helped inform our content strategy.
Once content is created, it goes through a thorough review by a cross-functional team, including marketing, product design, and QA. This cross-functional process ensures that technical details are accurate and the content aligns with brand messaging.
In addition, we use data analytics tools to measure content performance metrics like engagement rate, click-through rate, and social media share rate. Our real-time feedback helps us make the necessary changes before publishing.
In this case, we published based on beta testers' feedback, high engagement in pre-launch teasers, and alignment with our marketing goals. Quality and relevance are critical to maintaining audience trust and building TP-Link's credibility as a trusted authority.
Refine Through Expert Collaboration
Before a piece of content is released, I usually ensure it has received intense review and improvement. This entails getting a solid draft that has been carefully examined by me and other experts in my company. Once upon a time, I worked on an e-commerce campaign for a client. After creating the first content draft, I worked with my team to refine every part, including the messaging and images. After that, we conducted extensive market research and A/B testing to verify our strategy. We didn't publish until we were confident of its efficacy and that it fit the client's objectives.
This strategy has regularly delivered good results and significantly increased the return on investment for our clients in various sectors and locations, including Asia, the USA, the UK, Hong Kong, China, and Singapore.
Ensure Text and Image Preparation
A piece of content is ready for publishing once the text has been reviewed, read, and edited thoroughly to correct any spelling or grammatical errors. Additionally, all images that will be published with the article should be decided upon, and photographer or source credit should be included, as this is also important to include in the published piece. Finally, the main image and article title should be added to complete the final piece.
Adhere to Quality and Strategic Alignment
At our organization, our compass for deciding when a piece of content is publication-ready hinges on a blend of quality assurance and strategic alignment. The first checkpoint is ensuring the content is polished and error-free, resonating with the intended message and value proposition. We employ a rigorous review process, where the content passes through multiple lenses—SEO optimization, factual accuracy, and brand voice alignment are critical filters. Only when a piece ticks all these boxes do we consider it ripe for our audience's consumption. This meticulous process ensures that our content not only captures attention but also sustains engagement, driving the desired action or impact.
A specific instance that encapsulates our decision-making journey involved a comprehensive guide we developed for optimizing e-commerce checkout processes. The initial draft was rich with insights but lacked SEO-friendly elements and did not fully align with our brand voice. The refinement phase involved collaboration between our SEO specialists, content creators, and brand strategists, iteratively tweaking the content to hit the sweet spot of search engine visibility and brand consistency. The final litmus test was a review against our user engagement metrics from past publications, ensuring this guide was positioned to exceed benchmarks. This collaborative, iterative approach exemplifies how we refine content until it's primed to serve its purpose effectively.
Balance Informative and Engaging Content
Deciding when content is ready for publication pivots on its alignment with our brand's objectives and its ability to resonate with our audience. For instance, we recently drafted an article on selecting the right outdoor gym equipment for different environments. The piece went through several revisions, with the team focusing on clarity and relevance. We aimed to strike a balance between informative and engaging, avoiding industry jargon to keep it accessible.
The final litmus test involved asking, "Does this help our readers make informed choices effortlessly?" Upon receiving positive feedback from a small focus group of our target audience, we knew it was ready. This iterative process, rooted in understanding and serving our audience's needs, guides our publication decisions.
Value Feedback in Content Refinement
Determining when a piece of content is ready for publication involves a multifaceted approach blending meticulous editing, alignment with the intended audience, and adherence to established guidelines. I rely on a checklist encompassing factors like clarity, coherence, relevance, and tone consistency.
Recently, while working on a blog post about sustainable living, I experienced a pivotal moment in this process. Despite completing several revisions, I felt uncertain about the piece's impact.
Seeking feedback from a colleague, they highlighted areas for improvement, particularly in providing actionable tips. Integrating their suggestions not only enhanced the article's efficacy but also reinforced the value of collaboration in refining content.
This experience underscores the significance of feedback loops in content creation, ensuring quality and resonance with the audience before publication.
Edit and Tailor for Target Audience
A method to ascertain whether a piece of content is primed for publication involves meticulously engaging in the editing and revision stages. This involves reviewing the content multiple times, checking for grammar and spelling errors, and ensuring that the ideas are clear and well-organized. Another important factor to consider is the intended audience for the content. Is it targeted towards beginners or experts in a particular subject? Understanding who you are writing for can help determine the appropriate level of technicality and tone.
Seeking feedback from others can also be helpful in determining if a piece of content is ready for publication. This can include colleagues, friends, or even beta readers who are not familiar with the topic. Their fresh perspective can provide valuable insights and identify areas that may need further improvement.
One specific instance where I had to determine if a piece of content was ready for publication was when I was writing a blog post on a technical topic. After going through multiple rounds of editing and seeking feedback from colleagues, I realized that the content needed more visual aids to better explain certain concepts. This required me to go back and create illustrations and diagrams to supplement the text. Only after incorporating these visuals did I feel confident that the piece was ready to be published.
Meet Reader Expectations with Relevant Info
You need to make sure that readers' expectations will be satisfied by the content before you publish it, which means including enough relevant information to meet these expectations. This may depend on other factors such as the title of an article or the overall reputation of a website.
For example, readers may expect to see interviews or quotes from professionals and experts in a high-quality article, and they may also want to see relevant statistics or findings from surveys. You're making a promise to your readers when they click on your content, and you need to give readers what you promised them.
Implement Thorough Research and Peer Review
With so much content being produced, it is important to have a clear process for determining when something is ready for publication. The first step is to thoroughly research the topic I am writing about. This involves gathering information from reliable sources, such as industry publications, government websites, and reputable studies. Once I have a strong understanding of the topic, I begin drafting the content.
After completing a draft, I go through multiple rounds of editing and review before considering it ready for publication. I check for spelling and grammar errors, ensure that the content is organized and flows logically, and make any necessary revisions to improve clarity.
Finally, I have a peer or colleague review the content before publishing. This allows for another set of eyes to catch any mistakes or provide feedback on areas that may need improvement. Additionally, having someone else review the content can also provide a different perspective and offer valuable insights.
One specific instance where this process proved to be beneficial was when I was writing an article about the benefits of using a real estate agent for homebuyers. As I was researching and drafting the content, I realized that there were some common misconceptions about the role of a real estate agent.
Follow a Rigorous Content Review Procedure
There is an extensive review procedure that takes many variables into account when deciding when content is ready to be published. Before everything else, I check to see if the information is relevant to the goals and target demographic. It ought to resonate with the intended audience and get its point across.
After that, I examine it for correctness and quality by looking for typos, misspellings, and grammatical errors. The style and tone are also checked for conformity to the brand's standards and voice.
When getting ready to publish a blog post, this decision-making process comes into play. I went through a number of revisions after writing the first draft to get the language and organization just right. I proceeded to solicit feedback from stakeholders and colleagues in order to gain a range of viewpoints and pinpoint any potential areas that could be enhanced.
Assess Drafts with Fresh Eyes
I determine a piece is ready for publication after I've had ample time to sit with it. Writing really is rewriting, as they say. After I've given myself the opportunity to write up a few drafts, I intentionally step away from the piece and try to forget about it. That way, I can read it with fresh eyes and a fresh perspective. Writing has its scientific parts, but essentially it's an art form.
I remember spending weeks on a blog article. When I finally felt happy with it, I decided to not work on it—or even think about it—for three days. After that time had passed, I read it over. My fresh eyes helped me spot a transition that didn't work. I was then able to change that and submit. Check and mate.
Ask Key Questions
Does the content answer an important question? How does this content help people interested in this topic? Does the content grab attention and motivate people to click and read? And, obviously, correct grammar and organization are necessary to make the content easy to read.
Utilize Editorial Calendars and Outlines
At our company, we are trying to use systems as much as possible, not just for efficiency's sake, but also because it helps set a standard that is easy to follow. This is why we use an editorial calendar, where all team members can add subjects and input ideas during our periodic meetings.
Afterwards, it becomes a matter of writing the article while touching on all the points outlined in the editorial calendar for this entry. This makes it easy for the editor to proofread an article draft, ensure it's easy to read, clear, concise, and written in the tone of our publication, instead of asking, 'What else can we add to make this a comprehensive article?'
Basically, we start with an article outline, where everyone can contribute, then proceed to actually drafting the article.
Don’t Let Perfect Be the Enemy of Good
Editors always work under constraints, balancing the needs of their staff, writers, and readers. One important tip is to not let perfect be the enemy of good. There is no such thing as a perfect piece of content. Instead, editors should strive to consistently put out good work. As an editor, I look back to the last time we were publishing a journal edition and how the entire editorial staff prepared their own thoughts and ratings on proposed pieces. This was time-intensive, but it ensured that there was clear information and comparison across the team.
Follow Content Workflow Procedures
At The Gamerian, we follow a set of content workflow procedures, including editing. Once we've finished writing our article, we will check our draft for the following:
- Check headings and formatting
- Space out paragraphs for readability
- Remove repetitive/redundant sentences
- Check and insert internal linking
- Check and insert relevant external references
- Check call-to-actions (if applicable), and insert where appropriate
- Cross-check affiliate links (if applicable)
- Include appropriate images (including a featured image based on the template)
- Write down image alt texts, meta title, and meta description
So once all of those are done, we consider our draft to be ready for publishing.
Perform a 'Client-First Check'
At RankWatch, we have a unique benchmark for determining if a piece of content is ready for publication: the 'client-first check.' This involves evaluating whether the content directly addresses a need or solves a problem for our audience. It's not just about SEO optimization or engaging material; it's about providing tangible value that empowers our clients in their SEO journey. A memorable instance of this was when we were about to publish a comprehensive guide on keyword research. Despite it being rich in information and SEO-friendly, a last-minute review revealed it lacked practical examples that our clients could immediately apply. We paused, reworked the guide to include case studies from our own database, and only then did we feel it met our 'client-first check' criterion.
This approach ensures our content does more than attract traffic; it fosters trust and authority. Other businesses can adopt this strategy by always asking, 'Does this piece offer clear, actionable value to our audience?' This mindset shift, from publishing for the sake of content to prioritizing genuine client needs, can significantly enhance the impact of your content strategy.
Ensure Clarity of Message
One key aspect I focus on when determining if content is ready for publication is ensuring clarity of message. This means making sure that the main idea or purpose of the content is easy for the intended audience to understand. I check that the information flows logically, is free from jargon or unnecessary complexity, and effectively communicates the intended message. Clarity enhances reader engagement and comprehension, making the content more impactful and effective. Therefore, a crucial part of my decision-making process as an editor is ensuring that the message is clear and easily comprehensible to the target audience.
Conduct 'Alignment Checks'
A pivotal moment comes from what we term 'alignment checks.' This involves ensuring the content not only aligns with our marketing objectives and brand voice but also resonates with our audience's needs and expectations. It's a meticulous process of balancing strategic intent with user engagement, where both elements must be in perfect harmony.
A specific instance that illustrates this decision-making process occurred during a campaign aimed at small-business owners. We had developed a comprehensive guide on leveraging digital marketing for growth. Before publication, we conducted a final review round that involved feedback from both our AI-driven analytics for SEO optimization and a panel of small-business owners from our community. This dual-input approach highlighted areas for improvement that we hadn't considered, such as simplifying jargon and including more real-life examples. It was a vivid reminder that readiness for publication is not just about meeting internal benchmarks but truly connecting with and providing value to our audience.