Check your content before publication. This is where you can use different tactics. Some you already know, others may be new.
- Do a content critique session.
- Use spell check on your computer.
- Leave it for a while and look at it again later.
- Read your text aloud.
- Have a colleague, such as an editor-in-chief, proofread your text.
- Do a user test or an A/B test.
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Organize a content crit session
A content crit session (or "crit" for short) is a session where you and your team discuss a piece of content. Crits are a way to involve the team in the content and ensure consistency.
You don't have to wait until the end of the content creation process to organize a crit. You can do this at any time. In fact, it's often easier to do this earlier because people won't be as attached to their content yet and can process feedback more easily.
Organize a crit:
- Gather colleagues from various disciplines, from writers to designers to developers.
- Share content on a screen.
- Explain the purpose of the content. What need is being met?
- Invite people to ask questions about the content, such as:
- Why was that word chosen?
- Could that also be a bulleted list?
- Is there a design or technical solution to this problem?
- Get everyone talking.
- Take notes.
- Keep it short.
Crits can be challenging. No one likes to be criticized for his or her work. To provide a safe environment:
- Talk about the content, not the person who created it.
- Be honest, but remain kind.
- Assume that the person who created the content did the best job possible, with the knowledge and information available at the time.
Use the content creation checklist
Before publishing, make sure your content meets the following five points:
- Is this what the customer really needs from us? If you're not sure, grab your audience research again, or supplement it with new research.
- Are we giving the information in the best format? Have you chosen the best format and channel? If not, what can you do differently?
- Are we using the customer's language? Are you using words your target audience searches for? If you're not sure, grab your keyword research again, or supplement it with new research.
- Is it designed with data? What numbers from your research and analysis underpin your content solution? If you're not sure, grab your studies again, or supplement this with new research.
- Does it meet guidelines? If not, adjust it. Review the guidelines for content.
You can hang this checklist up somewhere as a reminder.
