Blog Post Publishing SOP Template

1.Purpose

To publish blog posts consistently and efficiently, with content that's accurate, well-edited, optimized for search, and promoted after it goes live.

2.Scope

Applies to blog posts published on the company website from outline through post-publish promotion. Guest contributor agreements and legal review of sponsored content are covered by separate processes.

Definitions

Meta description

The short summary shown under a page's title in search results, written to encourage a click.

Canonical URL

The preferred web address for a piece of content, used to avoid duplicate content issues in search engines.

3.Responsibilities

Content Writer

Drafts the post from the outline and incorporates edits and SEO feedback.

Editor

Edits the draft for clarity, accuracy, and grammar before it goes to SEO and final review.

Marketing Manager

Gives final publish approval and oversees post-publish promotion.

RACI matrix

R = Responsible, A = Accountable, C = Consulted, I = Informed

4.Materials and PPE

Materials, tools and systems

• →Content management system (CMS)
• →Keyword research and SEO checklist
• →Brand and style guide
• →Image library or stock image source
• →Content calendar

5.Procedure

1. 5.1

   Approve the outline and keyword

   Marketing Manager

   Review and approve the post's outline, target keyword, and search intent before drafting begins, so the writer isn't guessing at direction.

2. 5.2

   Draft the blog post

   Content Writer

   Write the full draft from the approved outline, covering the target keyword naturally and following the brand and style guide.

3. 5.3

   Select or create supporting images

   Content Writer

   Select images from the approved library or request a custom graphic, adding descriptive alt text for each image used in the post.

4. 5.4

   Edit for clarity and accuracy

   Editor

   Edit the draft for clarity, structure, grammar, and factual accuracy, checking any statistic or claim against its original source.

   Checkpoint: Every statistic or factual claim in the draft is checked against its source during the edit pass.

5. 5.5

   Complete on-page SEO fields

   Content Writer

   Write the meta description, page title, and URL slug following the SEO checklist, and set the canonical URL if the content overlaps with another page.

6. 5.6

   Check internal and external links

   Content Writer

   Add relevant internal links to other site content, and check that every external link works and points to a credible source.

7. 5.7

   Run the final SEO and readability check

   Editor

   Run the post through the SEO checklist for heading structure, keyword placement, and readability before it moves to final review.

8. 5.8

   Get final publish approval

   Marketing Manager

   Review the finished post, SEO fields, and images together, and approve it for publishing or send it back with specific changes.

   Checkpoint: Every post has a documented final approval before it is published on the live site.

9. 5.9

   Schedule or publish in the CMS

   Content Writer

   Publish or schedule the approved post in the CMS at the planned date from the content calendar, using the correct category and tags.

10. 5.10

    Verify the live post

    Editor

    Check the live post for correct formatting, working images and links, and accurate metadata shortly after it publishes.

11. 5.11

    Promote the published post

    Marketing Manager

    Share the published post through the planned promotion channels, such as social media or the email newsletter, according to the content calendar.

6.Quality checks

• →Every published post has a documented final approval before going live.
• →Statistics and factual claims are checked against their source during editing.
• →On-page SEO fields are complete for every published post.
• →Live posts are checked for correct formatting and working links after publishing.

7.Records

• →Approved outlines and keyword targets
• →Editor feedback and revision history
• →SEO checklist completion records
• →Content calendar with publish and promotion status

8.KPIs

• →Average time from outline approval to publish
• →Organic search traffic per post against target keyword
• →Percentage of posts published on the scheduled date

9.Common mistakes

• →Publishing before the SEO fields, like meta description and slug, are completed.
• →Skipping the source check on a statistic or claim during editing.
• →Forgetting to verify the live post after publishing.
• →Not promoting a published post through the planned channels.

10.Revision history