Editorial Standards for Content Marketing
B2B Editorial Quality & Content Governance Standard
This is a working standard for B2B content marketing teams. It defines how we research, write, fact-check, cite, design for readability, meet accessibility, and measure results. It aligns with Google helpful content guidance, NN/g UX research, and plain language rules from PlainLanguage.gov.
Objective and scope
Publish content that is findable, useful, and defensible. This standard covers blog posts, resources, solution pages, and thought leadership. Pages must help the reader complete a task, cite credible sources, and route to the next step. Guidance is aligned to Search Central’s notes on creating helpful content and the SEO Starter Guide.
Write for real people first. Optimize for search and distribution after the draft communicates the core idea clearly.
Roles, workflow, and SLAs
Roles
- Strategist: picks topics, objectives, success metrics
- Writer: research, outline, draft, revisions
- Editor: fact-check, clarity, tone, acceptance
- SEO & Ops: on-page, internal links, schema, publishing
- Design: diagrams, tables, images with alt text
Workflow
- Brief approved
- Outline with sources
- Draft with citations
- Editorial QA and acceptance rubric
- On-page SEO and accessibility pass
- Publish, distribute, measure
SLAs
- Brief to outline: 2 business days
- Outline to draft: 5 business days
- Edit cycle: 2 business days
- Publish after acceptance: 1 business day
Research and source standards
Use primary sources where possible and reputable secondary sources when needed. Prioritize standards bodies, government datasets, vendor documentation, and peer-reviewed work.
Approved source types
- Google Search Central and developer docs for SEO and web standards
- Government data portals like BLS and U.S. Census
- Methodology-led market data such as Statista when primary data is not available
- UX research from NN/g
- Official vendor docs and release notes
Source hygiene
- Link to the most original version of the data
- Record date accessed and snapshot key figures
- Avoid orphan statistics without context or methodology
- Prefer recent sources for fast-moving topics
Evaluate credibility and relevance. Purdue OWL’s guide on evaluating sources is a useful checklist.
Evidence and citation patterns
Cite in-line with natural anchor text. Provide enough context so readers can judge the claim. If you quote, keep it short and add commentary.
Linking pattern
<p>Google frames helpful content around people-first value and clear expertise.
See the <a href="https://developers.google.com/search/docs/fundamentals/creating-helpful-content" target="_blank" rel="noopener">helpful content guidance</a>.</p>When you use stats
- State the number, timeframe, and population measured
- Link to the source near the claim
- Explain limitations in one short sentence
Avoid generic “source” anchors. Make link text descriptive so people know what they will see. NN/g explains why in their note on link text.
Readability, tone, and voice
Default to plain language. Use short sentences and concrete nouns. Favor active voice. PlainLanguage.gov recommends writing for general audiences at about grade 8. See their guidelines.
Targets
- Average sentence length under 20 words
- Grade level target 8 to 10 for public docs
- Headings every 150 to 250 words
Voice and tone
- Confident, helpful, and specific
- Explain jargon on first use
- Avoid hype words and vague claims
Clarity checks
- Replace abstract nouns with verbs
- Cut filler and hedging
- Prefer examples and short steps to theory
Page structure and scannability
Readers scan before they commit. Use clear subheads, lists, diagrams, and answer blocks. Google’s helpful content note and NN/g scanning research both support scannable structure and descriptive links.
Standard anatomy
- Hero: headline, promise, quick who-for
- Lead: 1 to 2 sentences with context
- Body: H2 and H3 structure, lists, tables
- Answer blocks: short definitions or steps
- Read-next and related links
- CTA that matches stage and intent
Answer block pattern
<section aria-label="Quick answer" class="card">
<h3>What is activation rate</h3>
<p>Activation rate is the share of new accounts that reach a first value event within a set timeframe.</p>
</section>Accessibility and inclusivity
Content must be usable by everyone. Follow WCAG principles and keep link and heading structure predictable. See W3C’s WCAG overview.
Headings and landmarks
- One H1 per page
- Logical H2 and H3 order
- Use semantic sections and nav
Links and images
- Descriptive anchors
- Alt text that reflects purpose
- Empty alt for decorative images
Contrast and motion
- Respect contrast ratios per WCAG
- Avoid auto-playing motion that distracts from reading
Originality and AI assistance policy
Writers may use tools to brainstorm and organize, but not to manufacture facts. All drafts must be original, cited, and pass an editorial review that checks sources, logic, and clarity.
- Do not present unsupported claims or synthetic quotes
- Verify every stat against the linked source
- Rewrite with your own structure and reasoning
- Attribute images and diagrams when adapted
See the U.S. Copyright Office note on copyright basics for fair use context.
On-page SEO rules
On-page SEO aligns structure to intent. Keep metadata honest, link to related pages, and provide schema that matches the visible page. Search Central’s starter guide is the baseline.
Metadata
- Title under ~60 characters, primary idea first
- Meta description 140 to 160 characters, human benefit first
- One H1 that matches the promise
Links
- 2 to 4 internal links in the first half of the page
- Descriptive anchors, no “click here”
- Crawlable links, not JS-only actions
Schema
- Article or BlogPosting that matches the page
- BreadcrumbList where nav exists
- FAQ only when visible Q and A pairs exist
See Search Central on crawlable links and structured data.
QA rubric and acceptance criteria
Editors use this rubric to accept or return drafts. A piece must earn “Accept” in all critical rows.
| Dimension | Accept | Revise | Reject |
|---|---|---|---|
| Objective clarity | Clear task and who-for in first 100 words | Task implied but not explicit | No clear task or audience |
| Evidence | Claims linked to credible sources near the claim | Sources listed but not near claims | Unsupported or dead links |
| Readability | Short sentences, clear voice, grade 8 to 10 | Some long sentences or jargon | Dense, unclear, or hype-heavy |
| Accessibility | Headings logical, anchors descriptive, alt text present | Minor heading or alt text fixes | Missing alt text or unclear anchors |
| On-page SEO | Title, description, H1, internal links, schema | One missing element | Multiple missing or misleading items |
| Action and routing | CTA fits stage and includes read-next | CTA present but generic | No clear next step |
Publishing checklist
- Verify sources and dates; keep snapshots of key charts
- Run accessibility checks for headings, anchors, alt text
- Add internal links near the top and a read-next block at the end
- Set canonical, Open Graph, Twitter card, and JSON-LD
- Test on mobile viewport and dark mode if applicable
- Submit URL in Search Console if needed
Measurement and reporting
Measure what the page is meant to do. Content marketing owns the leading indicators and partners with growth and sales on pipeline influence.
GA4 events
gtag('event','content_engagement',{
page: location.pathname,
read_depth: '75%',
cta:'read_next',
cluster:'content-operations'
});Configure events and conversions in GA4.
Search Console
- Track queries and CTR by folder
- Monitor enhancements and coverage
- Compare pre and post updates
Use the performance report in Search Console.
Scorecard
- Views and engaged sessions
- Template or demo clicks from content
- Assisted conversions attributed to content paths
Governance and versioning
Ownership
- Marketing owns the standard and acceptance rubric
- SEO owns linking and schema rules
- Legal reviews claims where required
Version control
- Store the standard and rubrics in a repo
- Use CHANGELOG entries per release
- Review quarterly for drift
Training
- Give writers examples of “Accept” drafts
- Run short workshops on evidence and clarity
- Pair writers and editors for feedback loops
FAQ
What grade level should we target
Write for grade 8 to 10 unless the audience is highly technical. PlainLanguage.gov recommends plain language for public content, which maps to this range.
Can we reuse sections across pages
Yes if the section is canonical, current, and relevant. Avoid thin duplication. Update internal links and context for each page.
Do we need citations in product pages
Yes for market stats and third-party claims. Link to the source near the claim and keep it current.
How strict should we be with style
Consistency helps comprehension. Use the rules above, but allow writers to keep a natural voice. Cut jargon and keep the promise clear.