18. January 2022 - Jeffrey A. McGuire

How we decide when a blog post is ‘done’

There is no ‘perfect’ draft—so how do you know when you’re done …enough? At OSP, we use a checklist to answer that question and help us click ‘publish.’

You’ve gone back and forth with your editor, made the necessary corrections, and closed out all the comments on the Google Doc. You feel like your post is done, but you might wonder: “Is it ready? Really? Couldn’t it still be improved?” Of course it could, but that doesn’t mean you should invest more time and see diminishing returns. Having a process can help. Here are the final steps OSP team members go through before we finally hit ‘publish.’

Need help polishing your drafts? We can show you how.

Read the whole piece through

Read your piece and resist the urge to tweak things. Stay away from your keyboard for now—printing a copy can help. Read the entire article to get a sense of how the piece flows. Make certain you’ve covered the main points outlined in the briefing stage of the document. Make sure your thesis is easy to reference—write it down on a sticky note. Check that your subheadings appropriately capture and present their subject matter. By the end of your read-through, you should have noticed the following points covered:

  • Target audience
  • Audience pain points
  • Thesis statement
  • SEO keywords (as needed)
  • Calls-to-action

Phone a friend

There are only so many editing rounds a writer and editor can go through before losing sight of the bigger picture. Ask a colleague who hasn’t been closely involved in the process—and perhaps resembles your target audience—to read it for a gut check. They’re not there to make line edits but to give you a simple “Yes. This looks good to go.” or “Make one last change (and here’s why).”

Preview a live version

One benefit of writing online and publishing within a CMS is previewing your posts online before you publish. Your page design and visual layout can sometimes help you see opportunities to tweak things or add images to break up the text. Don’t forget to check for readability and presentation on mobile device screens, too. 

Perform a final check

Sometimes when you go back and forth with your editor and make changes, you introduce new, unintentional errors. Before you publish, perform one last copy edit; make sure everything’s in place. It’s also an excellent time to:

  • Make sure your images are accessible by adding captions or alt text.
  • Add and test links to relevant resources.
  • Optimize your SEO terms and metadata where possible.
  • Add clear calls to action.

‘Done’ isn’t ‘perfect’

Publishing your work gets easier once you establish a process and practice knowing when you are ‘done enough.’ Your method might not look exactly like ours, but if it makes you more confident and productive, congratulations, your approach is successful! And remember: when you’re publishing with a CMS, you can always go back and make changes or edits.

How we can help you?

Want to make your blog posts and case studies sing? OSP has experience in creating compelling, targeted communications for our clients. Contact us for a chat today!

OSP and our Authentic Communication Framework can help you plan and deliver strategically relevant content.

We help you grow: motivate your audiences to adopt your product, become active community members and advocates, or join you on your mission.

Contact us and kick-start your effective (authentic!) communications today.

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Image credits: End sign photo by Ana Arantes from Pexels. Airport tunnel photo by Nick Fewings on Unsplash.


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