Plan a content calendar your reviewers can sustain

What this means for your practice

Plan publication around review and maintenance capacity as well as writing capacity. Reserve room for corrections and changes to existing pages.

What to discuss with your agency

Ask your agency to show the plan with writing, factual review and approval responsibilities attached. What happens when the only reviewer is away? A smaller dependable schedule gives the practice clearer expectations than dates that assume every draft receives immediate feedback. Review the cause of delays before adding more articles.

Put the brief into practice

Build the calendar from the time needed to produce an accepted page, including factual checks, revisions and publication. Ask reviewers what they can realistically handle alongside their service responsibilities and reserve capacity for urgent corrections. Give each proposed article a purpose, owner and readiness condition before assigning a public date. A draft awaiting unavailable evidence should not consume the same commitment as a fully briefed piece. Agree how priorities change when an important service update arrives.

Some planned articles may move, but the decision should be visible rather than become an unexplained delay. Review completed months by where work waited: writing, factual answers, conflicting feedback or publishing. These patterns help improve the process more effectively than repeatedly asking everyone to work faster. Keep a manageable queue of ready topics so an unavailable reviewer does not halt all progress, while avoiding an ever-growing bank of unchecked drafts whose facts may become outdated before they are used.

How to check the result

Compare planned publication dates with actual dates and record the stage causing each delay.