---
title: Blog Quality Control & Pre-Approval Process — Quarra Stone
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-10-quarra-stone-marketing-call-100545892.md
tags:
- content-marketing
- quality-control
- blog
- quarra-stone
- process
- seo
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Blog Quality Control & Pre-Approval Process — Quarra Stone

## Overview

During the November 2025 marketing review, Quarra Stone identified two blog drafts with significant factual errors that needed to be killed rather than revised. The incident prompted a new pre-approval workflow to prevent similar issues going forward. Because Quarra operates in a highly technical niche (stone fabrication, masonry, fine arts stonework), AI-assisted or generalist drafting is prone to plausible-sounding but incorrect terminology — a risk that standard editorial review may not catch without domain expertise.

## The Problem: Drafts Killed Due to Factual Errors

Two blog drafts were flagged for immediate removal from the content pipeline:

1. **Vols Quartzite in Fine Arts** — The premise of the draft was factually incorrect; using Vols Quartzite in fine art applications "is not a thing" per Lincoln Durham. The topic itself isn't without merit — Vols Quartzite in high-end residential is a legitimate angle — but the original framing was wrong enough that revision wasn't worthwhile.

2. **Pointing Tools / Hand Tools** — The draft conflated two distinct uses of the word *pointing*:
   - **Mason's pointing:** finishing/tucking grout joints between bricks or stone (not relevant to Quarra's work).
   - **Stone pointing:** using point references to locate positions on a workpiece before chiseling down to them (the correct context for Quarra).
   Both are legitimately called "pointing," making this a subtle but critical error that would undermine credibility with Quarra's professional audience.

> *"I think rather than trying to [fix] it, just kill it."* — Lincoln Durham

These errors illustrate a broader challenge: **niche B2B content in technical trades is difficult to draft without deep subject-matter input**, and generic research (including AI-generated content) is likely to surface the wrong definition or application.

## The New Process: Pre-Approval Before Writing

To prevent wasted effort and protect Quarra's credibility, AAG (Asymmetric) will implement a pre-approval step at the topic stage:

1. **AAG compiles** the blog topic list and associated target keywords from the content calendar.
2. **AAG shares** the topic titles and keywords with Quarra (Lauren and/or Lincoln) for review *before* any drafting begins.
3. **Quarra reviews** for factual plausibility, relevance, and strategic fit — flagging anything that doesn't align with their actual work or expertise.
4. **AAG drafts** only approved topics, reducing rework and the risk of publishing inaccurate content.

> *"I'll go through the blog topics that we've got listed… sending that over to you just for any kind of feedback… blog titles, essentially, and the keywords associated with it. So we can maybe prevent writing anything that isn't relevant to you guys."* — Karly Oykhman

## Action Items from This Decision

- **lldurham:** Email Karly the exact titles of the two drafts to kill/revise.
- **Karly (AAG):** Send Lauren and Lincoln the blog topic/keyword calendar for pre-approval review.

## Broader Context

This process change sits within a larger SEO push for Quarra Stone. The site currently ranks primarily for branded terms (searches including "Quarra"), and the goal is to capture non-branded, top-of-funnel searches. That requires publishing technically credible content on industry topics — which makes accuracy especially important. A factually wrong blog on a niche stoneworking term could actively harm credibility with the professional audience Quarra is trying to reach.

See also:
- [[clients/quarra-stone/_index]] — client overview
- [[meetings/2025-11-10-quarra-stone-marketing-review]] — source meeting notes
- [[knowledge/content-marketing/b2b-seo-niche-keyword-strategy]] — related SEO context