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For a detailed, step-by-step walkthrough of accessing and approving your Content Plan, see What Is a Content Plan and How Do I Review It?
1.What Is a Content Plan?
A Content Plan outlines the proposed direction for each content piece before production begins.
It is developed using your campaign briefing form and includes details such as:
Content Name
Content Format
Proposed Live Date
Content Objective
Content Style
Key messages
Content Link
Approving the Content Plan confirms alignment between advertiser and publisher before production starts.
2.Why This Stage Matters
The Content Plan is one of the most important approval steps in your campaign.
A clear and well-defined plan makes the rest of production smoother and helps avoid issues later.
A strong Content Plan review:
Reduces the need for major revisions
Prevents misalignment on messaging or tone
Minimises production delays
Sets clear expectations before creative work begins
3.What To Look For When Reviewing A Content Plan
Focus on overall direction rather than small wording tweaks. This stage is about making sure the strategy is right before production begins.
Content Objective
Check that the objective aligns with your main campaign goal (awareness, consideration or action). If it feels unclear or too broad, share this with the publisher before approving.
Content Style
Make sure the tone and approach feel right for the publisher’s audience. Look for a natural blend of your brand messaging within their editorial style content performs best when it feels genuine and native to the environment.
Key Messages
Confirm your key messages are included and easy to understand. Make sure any mandatory statements, claims or compliance requirements are covered at this stage.
Content Link
Review where the content will send readers. Check that the link matches your campaign objective and directs to the correct landing page.
4.Providing Feedback at This Stage
When leaving feedback:
Be clear and directional (e.g. adjust the angle, refine the objective, clarify messaging)
Focus on strategic changes rather than line-by-line wording
Flag any mandatory legal or compliance requirements
Use “Copy to All” when guidance applies across multiple pieces
Add Custom Fields for campaign-specific direction
This stage is about shaping the direction, not refining final copy.
5.If you need to pause, click “Save & Complete Later.” Your progress will be saved and you can return at any time.
When you click “Mark Review Complete”:
If feedback has been added, the publisher will revise the Content Plan and resubmit it for approval.
You will review the updated version through the same process.
Each Content Plan includes two rounds of feedback to ensure alignment before production begins.
6.What Happens After You Submit Feedback
Once the final version is approved, the campaign moves into production.
If your campaign includes multiple phases, each content plan phase can be reviewed and approved independently without impacting previously approved phases.
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