What Is a Content Review?

Good content doesn’t happen by accident. It’s the product of careful planning. Good content starts with strategy and ends with a thorough review before publication.

In this blog, I’m going to focus on the “review” portion of the content creation process. There’s a part of the content creation process known as a content review. I’m going to explain what a content review is, why it’s not the same as editing, why it matters, and how to do it.

What Is a Content Review?

A content review is, as the name implies, reviewing a piece of content. The person reviewing the content is a stakeholder, meaning that they either commissioned the content or they need to verify the accuracy of it. The content reviewer isn’t an editor.

Content Review Vs. Editing

“Content review sounds a lot like editing,” you say. That’s because content review is part of the editing process.

When an editor is given a piece of content, that person reads it with an eye to spelling and grammar mistakes. The editor also looks for issues with the way the content flows (does it sound logical? Does the second point follow the first point and so on and so forth?). Additionally, the editor looks for these things:

• Adherence to the content brief

• Adherence to the style guide

• Whether the content matches the organization’s tone and voice

• Whether the messaging is accurate

• Whether it targets the correct audience

“Looking for those things doesn’t sound like it’s part of the editor’s job,” you point out. That’s not true—evaluating content on those five elements is absolutely part of an editor’s job. However, it’s also important that the editor isn’t the only person reviewing the content.

Why Content Reviews Matter

“Why shouldn’t the editor be the only person reviewing content?” you ask.

First, editors are human, and they sometimes make mistakes. Also, they might catch certain things, like grammar, but not everything, like fact-checking.

Second, sometimes the assignment can change between the time it was assigned and the time the editor looks it over. Maybe the messaging has changed. Maybe the stakeholder needs to target a different audience. The editor doesn’t necessarily have that information. When a stakeholder reviews the content before publication, they can catch those issues.

How to Review Content

Let’s say you’re asked to review a piece of content, and you’ve never done it before. What are you supposed to do?

For a start, remember that you’re not looking for spelling, grammar, or other mechanical issues. Leave those to the editor.

Second, know what you should focus on. Read over the content brief before you review the content so that you’re familiar with the instructions. The content brief should contain instructions about the audience and the messaging.

With the instructions in mind, read over the content. Ask yourself if the writer has stuck to the instructions. Has the writer covered the topic effectively? Does the writing match the organization’s tone and voice as per the style guide? Did the writer target the right audience, and will the message resonate with them? Is everything in the content accurate?

Third, be specific with your feedback. If you don’t think the writer conveyed the right message or targeted the right audience, say so in the comments. If you’re not specific with your feedback, the writer can’t fix the problem.

Your feedback should be professional and constructive. Performing a content review isn’t the time to insult someone’s writing. If the content didn’t hit the mark, say so, but you don’t need to leave a comment like, “This was terrible. You should be fired.”

The best way to leave comments on a piece of content is to use the track changes and commenting functions in the word processing software. Please don’t record yourself reading out the comments. That’s a difficult and time-consuming way for the writer to receive feedback.

Content Reviews: A Crucial Component of the Content Creation Process

The content creation process, especially within the enterprise, involves more than just writers. You might not be a writer or editor, yet you could be asked to give feedback on content. When you know how to review content properly, you’re helping your organization create better content that will cement its position in the market and help it grow.