A content approval workflow for small agencies, in five steps

1. Name the one person who can say yes

Before the first draft, ask the client who approves. Not who reviews, who approves. If the answer is “the team”, ask who collects the team's notes. Most late rounds come from a second approver appearing in week three.

2. Put the content in one place

Email threads split. Chat scrolls. Shared folders don't record decisions. Use one link per batch of content, whether that's a shared document with a decision column, a scheduler with an approval mode, or an approval tool. The client should be able to find “the thing I'm approving” without asking.

3. Ask for one combined round of feedback

Say in the request that you'd like all comments together, from everyone, by the date. Then count the rounds out loud: “Round 1 of 2.” Clients don't try to take advantage; they lose count. Counting for them is a kindness and a boundary at the same time.

4. Set a deadline and let something chase it

A due date with two reminders before it gets a reply most of the time. For content with a publish date, agree up front what happens to silence: either the post slips, or it's treated as approved after the deadline. Both are fine. Not deciding is what costs you.

5. Record the decision where you can find it

Each approval needs a name, a date and a version. When a client says “I never approved that”, you want to answer in thirty seconds, not with an archaeology project. A dated log that exports to PDF is the cleanest form; a filed email is the minimum.

What this looks like in practice

• Monday: the month's posts go to the client in one link, due Thursday, round 1 of 2.
• Wednesday: a reminder goes out. The client approves 10 posts and comments on 2.
• Thursday: the 2 posts go back with changes. Only those 2 need a decision.
• Friday: everything is approved, the record is exported, and the posts are scheduled.

Questions