Content Approval Workflow: Steps, Tips, and Tools for Teams

The most effective content approval workflows strike a balance between structure and flexibility. Some best practices include keeping the process simple, clearly defining roles, and using workflow software to manage the process. Also, aim to build realistic timelines with room for revisions, and use automated reminders to stay on schedule.

Joni Blecher, Content Manager at Smartsheet, shares key lessons about what makes content approval workflows succeed or fail. "One thing that doesn't work is too much process — too many hoops to jump through before a piece of content can get to its final destination,” she explains. “That would be extraneous reviews by people that are not even necessarily stakeholders in the results."

At the other end of the spectrum, she explains how not having enough structure can also derail a project: "Lack of process is really bad because things could sit around for days if you don't have somebody who says, 'Excuse me, this was due two days ago. Where'd it go?'" she says.

Here are some tips to help you get it right from the start:

• Keep the Process Simple: Use fewer approval steps when possible to speed up turnaround and avoid unnecessary delays.
• Define Roles and Approval Processes Clearly: Make sure everyone knows what they’re approving, what their role is, and who could be their backup. That way, you can avoid time-consuming back-and-forth.
• Use Workflow Software: These platforms help you track tasks, set alerts, and keep everything in one place.
• Centralize Feedback: Collect comments on one document or platform. This makes it easier to review and implement changes. "The ability to leave comments either on your workflow itself or in a document is vital because, at any one time, you can look back and see why decisions were made or what changes happened," explains Blecher. “Tracking all those earlier conversations is important because at the end, you want to make sure all of the things you planned are actually happening. If you don’t have documentation, you won’t know what went wrong or right.”
• Set Realistic Timelines: Not all content is urgent. Build in enough time for thoughtful reviews, especially from busy stakeholders. "You need to build in areas where there can be some wiggle room,” states Blecher. “An article might be late because you're waiting for an interview or an asset. If you don't manage that in a workflow, it can stop the workflow in its tracks." To prevent slowdowns, she recommends keeping multiple pieces of work moving in parallel: “That way, you're already building in safeguards for the things that can possibly go wrong," she says.
• Plan for Revisions: Include time in your workflow for edits and second rounds of review, especially on high-visibility content. "There’s typically going to need to be some kind of check around the factual information, some proofreading or style editing, and a final corporate messaging check. In smaller organizations, all three of those things might be done by one person," explains Chen. "Nowadays, AI presents a new challenge because there can be things in there that seem like basic factual statements and they’re not accurate. There needs to be a fact-checking phase before it even gets sent to anyone else."
• Automate Reminders: Use automated alerts to keep everyone on track and reduce manual follow-ups. “Automations save you a lot of time,” says Blecher. “You're not chasing late tasks or figuring out what's missing. And when you track everything — comments, decisions, formatting changes — you avoid surprises and rework. It makes the entire process faster and smoother."
• Use a Visual Calendar: A shared content calendar helps everyone view deadlines, priorities, and publication timing at a glance. "I like to use a visual calendar so I can see what is expected to be due and when it’s going to be published. Everyone can quickly see what is a priority and not a priority," says Blecher. “A color-coded content calendar also helps you quickly see if you're publishing too much of the same thing at once. It lets you spot gaps, avoid overlap, and work backward from publish dates. A well-oiled calendar makes you very efficient.”
• Document Your Process: Write down your workflow and keep it updated. This helps onboard new team members and avoids confusion.
• Use Templates: Templates make recurring tasks faster and more consistent. Store them in a shared location that is easy for your team to access.
• Create a Style Guide: A clear style guide helps reviewers and writers stay aligned on voice, format, and structure.
• Customize Workflows by Content Type: Not all content needs the same steps. "You need to have different approval processes for different kinds of content,” says Chen. “Some blog posts are low visibility and easy to change, but a press release is sent out through the wire; what's done is done."
   

Learn more in this guide to real-time document collaboration, and find additional resources in this article on collaborative project management, which explores how best to execute projects with multiple stakeholders.