As professional writers do when editing their works, content creators should also follow a protocol to ensure a minimum quality standard of the branded content. This protocol consists of a check list to ensure that the content complies with certain requirements. Some of the check points to evaluate the narrative should be the following:

Is it compelling?

  • Is it original or surprising?
  • Is it related to the interests of the target audience?
  • Are the title and headers compelling, interesting and clear to motivate reading?
  • Are the images, infographics or videos clear, compelling and located in the right place?
  • Are there bold ideas and facts to catch the reader’s attention?
  • Does it convey emotions or have some practical value?
  • Does the introduction motivate you to keep on reading?

Is it adjusted to the content strategy?

  • Does the content tell a story?
  • Is the content aligned with the destination’s mission and values?
  • Is the format adequate for the channels and devices it is to be delivered on?
  • Does the content tone go in accordance with the destination contents’?
  • Does it contain any controversial information or opinions that may offend or be harmful to any of the destination stakeholders?
  • Are the tone and words used adequate for the audience and purpose of the content?

Is it readable and written correctly?

  • Are there any grammatical flaws?
  • Are there any spelling mistakes?
  • Is the narrative smooth and easy to read?
  • Is the flow of the story coherent and logical?
  • Do the chapter titles and headers help in following the story? Do they create any confusion?

These and some more points are to help the writers revise their drafts before continuing on writing the story, or at the end, before sending the narrative to be edited.

What other points would you consider to control the content quality?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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