# Content Stage — Elaboration

## Criteria Guidance

### Good criteria — concrete and verifiable

- "All copy follows the messaging framework's tone guidelines and uses approved value propositions"
- "Each asset includes a clear call-to-action aligned with the campaign goal"
- "Landing page copy addresses at least 2 objections identified in audience research"

### Bad criteria — vague (no clear check)

- "Content is written"
- "Assets look good"
- "Copy is on-brand"

