In This Guide:
Why Effective Feedback Matters
How To Provide Feedback Effectively
Why Effective Feedback Matters
Providing clear and constructive feedback helps ensure your content is accurate and ready for approval within the two review rounds. Effective feedback also helps to:
Ensure key messages, product details and imagery are correct
Reduce back and forth and avoid unnecessary revisions
Keep your campaign on track and prevent delays
Give publishers the clarity they need to deliver content that meets your expectations
How To Provide Feedback Effectively
When reviewing content, follow these best-practice tips:
Be Specific About What Needs Changing
Instead of general comments like “this feels confusing”, call out the exact sentence, paragraph or moment that needs clarification and explain what isn’t working.
Keep The Publisher’s Tone Of Voice In Mind
Publishers create content in their own editorial voice, which is what audiences trust and engage with. When providing feedback, aim to balance:
Clear communication of your key messages and requirements, and
Allowing the content to remain authentic to the publisher’s tone and style
Branded content performs best when it feels natural within the publisher environment while still delivering your brand message in an organic way.
Use Concrete Examples
Highlight the exact text, image or timestamp (for video) where a change is needed. Where possible, suggest the wording, angle or detail you’d prefer. This helps publishers action feedback quickly and accurately.
Prioritise Your Feedback
Call out the most important changes first, such as key messages, product details, claims or compliance requirements. This helps publishers understand what needs to be addressed upfront.
Not all feedback may be actioned. Where changes aren’t applied, publishers will provide context, typically where updates may impact audience engagement or their own brand guidelines.
Be Constructive And Balanced
If parts of the draft already align well with your brief, call them out. Highlighting what’s working is just as valuable as noting what needs to change and helps avoid unnecessary rework.
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