Content Publishing Workflow Template for Local Government
A structured procedure for managing the end-to-end content publishing process from ideation through creation, review, approval, and publication across all marketing channels.
Purpose
To ensure all published content is high-quality, brand-consistent, factually accurate, and aligned with marketing objectives by following a repeatable workflow with clear roles and checkpoints.
Scope
Covers all content types including blog posts, website pages, landing pages, downloadable resources, and long-form content published on owned media channels.
Prerequisites
- Approved content calendar with scheduled topics and deadlines
- Brand voice and style guide accessible to all content creators
- Content management system configured with user roles and permissions
- Defined approval workflow with assigned reviewers and approvers
Supports Local Government Act compliance, freedom of information requirements, and public accountability standards.
Step-by-Step Procedure
Plan the Content Piece
Define the content topic, target audience, key messages, and desired call to action based on the content calendar and marketing objectives.
- 1.1Select the topic from the content calendar or propose a new topic with justification
- 1.2Define the target audience persona and the stage of the buyer journey
- 1.3Outline the key messages, keywords, and desired call to action
- Align each content piece with a specific marketing objective or campaign
Create the Content Brief
Prepare a detailed content brief that guides the writer on topic scope, tone, structure, keyword targets, and supporting references.
- 2.1Complete the content brief template with topic details and requirements
- 2.2Include target keywords, word count, and structural guidance
- 2.3Attach reference materials, data sources, and competitor examples
Draft the Content
Write the content following the brief, brand voice guidelines, and SEO best practices.
- 3.1Write the first draft following the content brief and style guide
- 3.2Incorporate target keywords naturally throughout the content
- 3.3Include relevant internal and external links
- 3.4Add placeholder notes for images, graphics, or media needed
Review and Edit
Submit the draft for editorial review covering accuracy, clarity, grammar, brand voice, and SEO optimisation.
- 4.1Submit the draft through the content management system for review
- 4.2Editor checks for grammar, clarity, tone, and brand voice compliance
- 4.3Verify factual accuracy and source citations
Add Visual Assets
Source or create images, graphics, and media to accompany the content. Ensure all visual assets meet brand guidelines.
- 5.1Select or create images and graphics that enhance the content
- 5.2Ensure all visual assets comply with brand guidelines and licensing requirements
- 5.3Optimise images for web performance with appropriate file sizes and alt text
Obtain Final Approval
Submit the complete content piece with visuals for final approval from the marketing manager or designated approver.
- 6.1Submit the final content with all assets for approval
- 6.2Approver reviews the complete piece for strategic alignment and quality
- 6.3Address any final feedback and obtain sign-off
Format and Schedule Publication
Format the approved content in the content management system, add metadata, and schedule or publish according to the content calendar.
- 7.1Format the content in the CMS with correct headings, links, and media
- 7.2Add metadata including title tag, meta description, categories, and tags
- 7.3Schedule publication for the planned date and time
Publish and Promote
Publish the content and initiate the promotion plan including social media sharing, email distribution, and internal notification.
- 8.1Confirm the content is live and displaying correctly
- 8.2Share the content across social media channels according to the promotion plan
- 8.3Distribute through email newsletter or notify the sales team as applicable
Quality Checkpoints
Common Mistakes to Avoid
Expected Outcomes
Number of content pieces published per month against the planned calendar, measuring output consistency.
Average engagement metrics such as time on page, shares, and comments per published piece.
Average time from content brief to publication, measuring workflow efficiency.
Frequently Asked Questions
How far in advance should content be planned?
Content should be planned at least one month in advance using the content calendar. Seasonal and campaign-specific content may be planned further out to allow for adequate production time.
Who has final approval authority for content?
The marketing manager or designated content approver has final sign-off authority. Certain content types such as regulatory or legal-related content may require additional review.
What happens if content does not perform well after publication?
Underperforming content is reviewed during the regular analytics cycle. Content may be updated, re-optimised for SEO, or repromoted to improve performance.
Can content be published without going through the full workflow?
Emergency or time-sensitive content may follow an expedited workflow, but editorial review and approval are still required. The expedited process should be the exception, not the norm.
Want this customised for YOUR business?
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