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The SMB Content Checklist:
27 things your content needs before it goes live

Use this before publishing any blog post, article, or web page. Check every box — or hand it off to someone who can.

How to use this checklist: Work through each category before hitting publish. Aim for 27/27. If you're consistently hitting 20 or fewer, your content is likely underperforming — not because of the writing, but because of the setup.

Your score:

0 / 27

1 Before You Write 5 items

Keyword research done You know the exact phrase your audience types — and it has enough monthly search volume to be worth targeting.
Audience defined You know who this piece is for — their level of knowledge, what they care about, and what action you want them to take.
Competitor posts reviewed You've read the top 3 ranking posts for your target keyword and know what angle or depth yours will do better.
Headline tested You've written at least 3 headline variations and chosen the strongest one (clear, specific, and worth clicking).
Word count set You've checked what top-ranking posts run and planned your length accordingly — not padding, not cutting corners.

2 Structure 5 items

Strong hook in the first 2 sentences Your opening gives the reader a reason to keep going — a bold claim, a surprising stat, or a question they need answered.
H2/H3 headings used correctly Each major section has an H2. Sub-sections use H3. No skipped levels. Headings are scannable on their own.
Short paragraphs (under 4 lines each) No walls of text. Every paragraph earns its space. If it's longer than 4 lines, split it.
Each section has a clear, single point If you can't summarize a section in one sentence, it's doing too much. Trim or split.
Logical flow from intro to conclusion A reader who skims only the headings can still follow the argument. Each section leads naturally to the next.

3 SEO 6 items

Target keyword in the H1 (page title) Your primary keyword appears in the exact H1 title — not paraphrased, not buried.
Keyword used within the first 100 words Google weights early occurrences. Your target phrase appears naturally in the opening paragraph.
Meta description written 155 characters max. Includes the target keyword. Gives the reader a specific reason to click.
Internal links added At least 2 links to other relevant pages or posts on your site. Anchor text is descriptive, not "click here."
Image alt text written for all images Every image has descriptive alt text. At least one includes the target keyword naturally.
URL slug is set (clean and keyword-rich) The URL is short, lowercase, hyphenated, and contains the target keyword. No auto-generated strings.

4 Brand Voice 5 items

Written in your brand tone The writing sounds like your brand — not a generic AI or corporate press release. Someone who knows you would recognize it.
No jargon your reader wouldn't use themselves Every term, acronym, and phrase is either explained or replaced with plain language your audience actually uses.
CTA matches your funnel stage Top-of-funnel posts don't push for a demo. Bottom-of-funnel posts don't just say "learn more." The ask is right for where the reader is.
Reads out loud without sounding robotic You've literally read it aloud (or listened to it). Any stilted, unnatural sentences are fixed.
Someone else has reviewed it A second set of eyes caught what you missed — typos, unclear sentences, logical gaps, or tone mismatches.

5 Before Publishing 6 items

Proofread for typos and grammar You've used a spell-checker AND done a manual read. Automated tools miss context errors.
All links tested and working Every internal and external link opens the correct page. No 404s, no redirects that go nowhere.
Images optimized (compressed, correct size) All images are compressed to under 200KB where possible. No stretched or pixelated visuals. Page load isn't bloated.
Social captions written (2–3 variations) You have platform-specific captions ready for LinkedIn, Instagram, or wherever your audience lives — not just a copy-paste of the headline.
Email newsletter version drafted You've adapted the post for your email list — a teaser version with a link back to the full post.
Scheduled to publish (not just sitting in drafts) You have a publish date set. It's on a calendar. Someone is accountable for hitting it.

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