Evidence first content operation (L6)
Every published claim carries a source, a date, and an owner, enforced at publish time. Content becomes a maintained evidence base that agents and buyers can cite rather than a stream of undated opinion.
The steps
- 01
Define what counts as evidence
Tool: Manual
Primary source, customer data with permission, or your own measured result. Analyst summaries of other summaries do not qualify. Owner: content leader. DoD: evidence standard published.
- 02
Enforce at publish, not at review
Tool: Notion
Publishing is blocked when a claim lacks a source and date. Review culture decays, publish gates do not. Pitfall: a checklist that reviewers skip under deadline. DoD: block fires on a test piece with a missing source.
- 03
Set expiry on dated claims
Tool: Manual
Pricing, market size, and product capability claims get a review date. Stale pricing claims are the most cited and most damaging error class. Owner: content ops. DoD: expiry dates applied to all dated claims in the top fifty assets.
- 04
Publish corrections openly
Tool: Manual
When a claim is wrong, correct it with a visible note and date. Quiet edits destroy the trust that makes the evidence base worth building. Owner: content leader. DoD: correction policy published and used at least once.
Tools in this playbook
- Manual
- Notion
Next playbooks
Unfamiliar terms are defined in the AI and Revenue Dictionary. Related frameworks live in the framework library.