Before the campaign
Choose a small set of priority pages and explain why each deserves attention. Check that the content is accurate, accessible and useful. Write the audience and market into the brief. Agree who approves publishers and content, and keep brand restrictions where the delivery team can find them.
During research and outreach
Open the actual publication rather than relying only on a metric. Review recent articles and the relevance of the proposed placement. Explain the reader benefit in the outreach or editorial brief. Keep a shared record of contacts and decisions, and distinguish an earned opportunity from a commercial placement.
At publication
Check the live URL, destination, surrounding wording and agreed attributes. Record the date and retain the scope that was approved. Make sure the content still makes sense to a reader who knows nothing about the campaign. Resolve differences against the actual agreement rather than an assumed promise.
At the next review
Separate delivered work from unfinished items and blocked opportunities. Look for resources that attracted relevant interest and pages that need improvement. Compare progress with a stable baseline, while noting other site changes. The most useful process improvement may be a clearer brief or better content, not simply a larger target list.