# Content publishing SOP template

Owner: Marketing lead or content manager
Runs: Every piece of content

## 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

| Role | Responsibility |
|---|---|
| Content manager | Owns the calendar, writes briefs, runs the process |
| Writer | Drafts to the brief and makes revisions |
| Editor | Edits for clarity, accuracy, style and search |
| Subject expert | Checks technical or specialist claims |
| Approver ([marketing lead]) | Gives final approval to publish |

## 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.

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Template from SOPCompass (https://sopcompass.com/templates/content-publishing-sop). Free to use and adapt.