Purpose
To standardize the content production process from ideation to publishing, ensuring all assets are high-quality, SEO-optimized, and aligned with ICP & Persona needs.
Scope
- Applies to all content types: blogs, videos, infographics, whitepapers, case studies, landing pages, social posts.
- Covers content creation workflow from brief → draft → review → approval → publishing → distribution.
- Used by writers, designers, SEO specialists, editors, and client-facing strategists.
Objectives
- Ensure consistent content quality across all deliverables.
- Create clear workflows with accountability at each stage.
- Align every content piece with SEO, ICP/Persona insights, and messaging pillars.
- Reduce delays and errors in content creation.
Step-by-Step Process
Step 1 – Content Briefing
- Content Lead prepares a Content Brief (Doc 5 – Template).
- Title/Topic, Target Persona, Funnel Stage, Core Keywords, CTA, Format.
- Brief is approved by SEO Strategist + Client POC (if needed).
- Assigned to writer/designer with deadline & owner logged in Content Calendar (Doc 3).
Step 2 – Drafting
- Writer/Designer creates first draft using brief.
- Must follow style guide (tone, formatting, persona alignment).
- SEO optimization: keywords, headers, meta tags (per Doc 6 – On-Page Optimization).
- Add references & sources where applicable.
Step 3 – Internal Review
- Peer/Editor Review → grammar, flow, readability, plagiarism check.
- SEO Review → keyword density, on-page optimization, linking.
- Design/Visual Review (if graphics included).
- Reviewer logs comments in collaboration tool (Google Docs/Notion/ClickUp).
Step 4 – Client/Stakeholder Approval (If Required)
- Content Lead shares reviewed draft with Client POC for sign-off (case studies, whitepapers, landing pages).
- Edits incorporated, final approval logged.
Step 5 – Final QA & Publishing
- Final QA Checklist before publishing:
- Keyword optimization done
- Meta tags added
- Formatting consistent (H1/H2/H3, images, alt text)
- Links functional (internal + external)
- CTA included
- Content uploaded to CMS/social platform.
- Tagging & categorization done (topic cluster, funnel stage).
Step 6 – Distribution & Repurposing
- Published content shared across relevant channels (per Doc 7 – Distribution Framework).
- Repurpose into short-form (social snippets, infographics, videos).
Roles & Responsibilities
| Role | Responsibility |
| Content Lead | Creates briefs, tracks deadlines, ensures persona alignment |
| Writer/Designer | Produces first draft/content asset |
| SEO Strategist | Ensures optimization, keyword usage, linking |
| Editor/Peer Reviewer | Reviews grammar, flow, clarity |
| Client POC | Approves strategic/high-visibility content |
| Publisher (Ops/SEO) | Uploads to CMS, final QA, tagging |
| Marketing Manager | Ensures consistency across all campaigns |
Governance
- Turnaround SLAs:
- Brief → Draft: 5–7 days
- Draft → Review: 2 days
- Review → Approval: 2 days
- Approval → Publishing: 1 day
- Weekly Standup: Track status of upcoming deliverables.
- Monthly Audit: Check random samples for quality, SEO alignment, ICP fit.
- Escalation: Missed deadlines → flagged to Marketing Manager + Project Owner.
Outcome
- A repeatable production workflow ensuring quality + speed.
- Content always optimized for SEO + Persona relevance + funnel stage.
- Reduced rework, higher client satisfaction, consistent delivery pipeline.