Content publishing SOP template

Purpose

Publish content that is accurate, on brand and useful, on a predictable schedule, and know afterwards whether it worked. This procedure exists so quality does not depend on who is writing that week and nothing goes live unchecked.

Scope

Covers blog posts, articles, newsletters, landing pages and downloadable guides published under [company name]. Social posts follow the shortened path in Exceptions. Paid ads have their own SOP.

Roles and responsibilities

Before you start

• Access to [content calendar], [CMS], [design tool] and [analytics]
• The style guide and brand guidelines, kept at [link]
• The content brief template
• Image rights: only images you own, have licensed, or that are clearly free for commercial use

Procedure

1. Plan it on the calendar. Content manager adds the piece to [content calendar] with a working title, audience, goal, owner and publish date at least [3 weeks] ahead.
2. Write the brief. Content manager writes a one-page brief: who it is for, the question it answers, the main keyword or topic, key points, sources to use, call to action and word count. Share it with the writer [2 weeks] before the publish date.
3. Draft. Writer submits the draft in [doc tool] by the draft due date, with sources linked for every fact or figure.
4. Edit. Editor reviews within 2 business days:
   • Does it answer the question in the brief?
   • Is every claim sourced or plainly the company’s own view?
   • Does it follow the style guide?
   • Are the title, headings and meta description written for the reader and the topic?
5. Check specialist claims. Subject expert reviews any technical, legal, financial or medical statements within 2 business days. Editor makes sure their changes are in.
6. Approve. Approver reads the final draft and approves or returns it with specific changes, within 2 business days.
7. Build the page. Content manager or writer adds it to [CMS]:
   • Title, URL slug, meta description and featured image with alt text
   • Headings in order, links checked, internal links to related pages
   • Call to action working and tracked
   • Preview on desktop and phone
8. Publish. Content manager publishes on the scheduled date and checks the live page loads, links work and any form submits.
9. Promote. Content manager shares it through the planned channels within [2 business days]: newsletter, social, relevant partners or sales team.
10. Review results. Content manager checks performance in [analytics] at [30 days] against the goal in the brief and records what was learned in the calendar.

Checklist

• Brief written and shared
• Every fact has a source
• Edited against the style guide
• Specialist claims checked where needed
• Approved in writing
• Metadata, alt text and links checked in preview
• Live page checked after publishing
• Promoted through planned channels
• Results recorded at 30 days

Exceptions and escalation

• Urgent or time-sensitive content: Approver can compress steps 4 to 6 into a single review, but never skip approval.
• Social posts: Brief can be a line in the calendar, one editor reviews, and routine posts can run under a standing approval. Posts that mention customers, prices or results still need approval.
• Mention of a customer or partner: Get their written permission before publishing their name, logo or quote.
• Error found after publishing: Correct it as soon as you can, note the correction where it matters to readers, and tell the approver.

Records to keep

• Brief, drafts and approval in [doc tool] or the calendar entry
• Image licenses or sources in [shared drive > Image rights]
• Customer and partner permissions in [shared drive > Permissions]
• Performance notes in the calendar

Review

The marketing lead reviews this SOP every 6 months, and whenever the CMS, brand guidelines or team changes. Look at any piece that went out with an error and add the check that would have caught it.