You think editorial approval is just about getting a client to say 'yes'. A quick email, a checkmark, done. It’s a necessary step, sure. But it’s also a bottleneck, a source of endless revisions, and a prime candidate for miscommunication.
The hard truth? A weak editorial approval workflow actively damages your agency’s reputation and your bottom line. It breeds client frustration, delays launches, and erodes trust. A robust workflow, however, is your secret weapon for delivering exceptional work, consistently.
1. The Myth of the Final Review
Most agencies treat the final client review as the *only* real approval point. Everything before that is internal. This is where things go wrong.
Clients don't see the work until it's 'finished' (by internal standards). They have expectations that may not align with the brief, or with what’s even feasible. Their feedback, coming late, is often based on gut feeling rather than strategic goals.
The Late-Stage Feedback Trap
This late-stage feedback is often:
- Vague: "I don't like it."
- Scope-Creeping: "Can we just add this other thing?"
- Subjective: "Make it pop more."
- Contradictory: Previous feedback ignored.
You’re then left scrambling, redoing work that was already approved internally. This isn't efficient. It’s a reactive mess.
2. Building an Integrated Approval Process
Editorial approval shouldn't be a single event. It needs to be woven into the fabric of your project from the start. Think of it as a series of checkpoints, not a final hurdle.
This means involving the client earlier and more strategically. Not for exhaustive reviews, but for alignment and validation at key stages.
Key Milestones for Client Check-ins
Identify critical junctures where client input is essential for moving forward:
- Strategy & Briefing: Ensure alignment on goals, target audience, and core messaging. This is the foundation.
- Concept/Wireframe Approval: Get buy-in on the structure and direction before visual design or detailed content is created.
- Draft Content Review: Allow for feedback on core messaging and tone before final polish.
- Pre-Production/Asset Review: For video or complex assets, confirm elements before significant investment.
- Final Review: The last chance for minor tweaks before launch.
Each of these stages requires clear objectives and defined deliverables. What exactly are you asking the client to approve? What’s in scope for this review?
3. Defining
Frequently asked questions
What's the biggest mistake agencies make with editorial approval?
Treating it as a single, final step. This leads to late-stage feedback, scope creep, and client frustration. A better approach is an integrated, multi-stage approval process.
How can I get better feedback from clients during approval?
Be specific about what you need approved at each stage. Provide clear context and constraints. Focus feedback on strategic goals, not just aesthetic preferences. Use a centralized tool to keep communication clear.
How does an editorial approval workflow impact project timelines?
A well-defined workflow prevents delays caused by late, unclear, or excessive revisions. By getting alignment early and often, you minimize the risk of significant rework, keeping projects on schedule.
Can a workflow tool really help with editorial approvals?
Absolutely. Tools like Revue centralize feedback, provide version history, and create clear audit trails. This reduces miscommunication, ensures everyone sees the latest version, and makes the entire approval process more transparent and efficient.