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Some content requests the team receives provide insufficient information to start or complete the requested content. As a general rule, if the team or an individual writer cannot complete a request for any reason, then the writer is within their rights to kick the request back to the reps. A writer is within their right to kick back a request at any point during fulfillment, no matter how much work they’ve already put into the piece.
Writers are encouraged to kick back content requests the moment they realize the request is impossible to complete as-is or would take an inordinate amount of time to fill.
Common Kickback Reasons
Whether or not a card needs to be kicked back is largely up to the discretion of the writer tackling the request, however there are some more common errors that come up that should be automatic red flags.
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| title | If the request duplicates content that already exists |
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Check the dealer folder or Content History Sheet in the client sheet before beginning to fill a request and make sure it’s not a duplicate. There are two types of duplicates you may encounter: Hard duplicates: The request exactly matches content that already exists for the dealer Soft duplicates: The request doesn’t look like a duplicate based on the title, but all content that would be covered is already covered in a different piece
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| title | If the request is too challenging, technical, vague, or obscure |
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This will be left up to individual writers’ skill level. It’s worth noting some clients will naturally provide more difficult content due to their inventory and there may not always be available alternative options. |
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| title | If there is not enough information or information that is missing altogether |
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Sections of the card have not been completed (like the dealer info section) or essential information is missing (resources for content piece requests on the ARI side). |
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| title | Conflicting information |
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Ex. Keywords that don’t match the provided resources or ILP links. |
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| title | OEM Article Requests |
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As of 1/2022, the content team no longer accepts articles based on an OEM keyword. | Info |
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If OEM keywords must appear in the content, they can be requested as variants. |
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The Kickback Process
When an issue is identified, writers should complete the following steps:
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| title | Step 1: Identify the Issue |
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In the comments section of the Trello card with the request, identify the issue and explain what needs to be changed. Note if the issue will need to be changed on the template card as well. | Info |
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When appropriate, include the Month, Year, and request #/# (ex: November 2018 ½) |
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| title | Step 2: Tag the SEO Rep |
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Use shift+2 and choose the handle of the SEO rep tagged on the card. |
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| title | Step 3: Move the Card |
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For DS, click the “Send to Staging” button on the right-hand side column on the card. This will send the card back to the SEO team for corrections. For ARI, move the card to “Rep Fix for Writers.” In both instances, the card will sit in its respective column until the SEO rep has a chance to fix the issue. When the issue is resolved, the card should go back into the monthly request column, not the writers' in-progress columns. The SEO rep must update all applicable sections. The card will then be moved to the corresponding request column, not the writer’s in progress column. |
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| title | Step 4: Fill out the Kickback Sheet |
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Fill out the appropriate columns in the Kickback Sheet tab in the monthly tracker. | Info |
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If a request needs to be kicked back more than once, make note of this in the kickback spreadsheet. |
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Note on Contacting Reps Directly
In some cases, it may be faster to directly contact the SEO about a point of confusion. These will still need to be recorded in the Kickback Sheet. Check the “Not Official KB” box in column J for these kickbacks.
If attempting to quickly resolve an issue has the opposite effect it’s intended to have, the writer may turn it into an official kickback or escalate the situation to the Content Team Lead (Amanda Kelner). Alternatively, the writer may also contact the rep’s pod lead if the issue indicates a comprehensive retraining is in order.