Content briefs: What to include + Free template

Get the free template>

A brief gets the content it deserves

“A brief gets the content it deserves.” A mentor once told me that, and it echoes every time I skip one and end up rewriting an entire article from scratch.

DESERVES, deserves, erves… It echoes in my head as I decide that yes, I need to send this back to the writer and apologize, because it’s on me when a brief is confusing and returns content that doesn’t quite hit the mark.

Front loading the process with research and positioning, means the writer can jump right in, saving time and allowing them room to elevate the piece, rather than follow prescriptive steps.

Most of us think of briefs as a list of keywords and/or an outline of the article

Sure, that’s partly it: We want to focus on a single topic and a focus keyword helps us with that. We also want to make sure we unpack the topic in an order that the reader would naturally follow on their journey, which is why we might include suggested sections.

Briefs actually help your writer empathize with the reader

The most important part of a content brief is telling the writer what the reader knows, doesn’t know, and is feeling, so they can meet them exactly where they are with context. This means learning how to tease out a unique insight that the reader will not find anywhere else.

The brief is a base writers are expected to exceed

"Your briefs are too rigid." "Your briefs are so detailed." I've heard both about the same brief.

Do I include an outline? Yes. The strongest writers I work with know that the brief is just the bar. If they find something different in their research, they can take the liberty to include it, rearrange it, or offer a different angle on a played-out topic. The goal is not just to match, but to exceed the effectiveness of the top ranking articles.

Uniqueness is required in order to publish original pieces

Why bother paying for an article if it provides no new value to the reader (and therefore the internet)? It won’t be able to exceed competitors if it’s always a regurgitation of what already exists.

Here’s an example of providing unique, net new information that is nowhere else on the internet:

Think about an article about good credit scores. What’s a good credit score? Is one of my favorite examples of a query because the searcher has a ulterior motive – they’re trying to find out if they have a good credit score, and if not, how far away they are and what they’re missing out on.

You can find a “credit score chart” anywhere. But what if what’s considered “good” has changed?

The most unique article will be the one that explains how “good” might actually be different, becuase those with “high fair” credit – the 680 to 720 range – are considered good candidates for lending as they have shown a pattern of building credit. Essentially, if you don’t have good credit but are pretty close, you could still be approved for certain financial products.

What to include in a strong content brief

  • Naming convention: Article name - separator - then label for reference like the quarter or team.

  • Include an H1 title that clearly communicate the purpose and focus of the piece.

  • Include a space for the writer to provide at least 5 Title tag options that are juicy and clickable.

  • Include a focus keyword as a topic and up to 10 secondary keywords.

  • Define the target audience by outlining what kind of person they are, what their goal is by coming to the page, what they already know, what they don’t know, and how they’re feeling. Identify which part of the funnel they are in by explaining if they are problem aware, solution aware, in consideration, comparison, or ready to purchase phases.

  • Provide a recommended outline or structure with key headings and sections, allowing room for the writer to put it in their voice.

    • Include where merchandise will be on the page; ie. advertisements, calls-to-action, products or comparisons.

    • Include recommended next steps so the writer knows where to send the reader for next steps after the conclusion.

  • Include 3 competitor links to exceed: 1 top ranking, 1 based on authority, and 1 based on market alignment (competitor page).

  • Share tone and voice guidance using brand notes or examples that reflect the desired style, plus a link to your brand and editorial guidelines so writers can look up style treatments on their own.

  • Only include the key internal links you want included on the page, and let the writer naturally incorporate the rest.

    • Typically, I ask for 2 internal links, at least 2 authoritative, external links, and only 1 sales or product link within the page.

  • Suggest any relevant external sources, specific stats or studies, or expert references that add authority or context.

Pro tip: use Google Docs, not Sheets

Writers work in Google Docs. It’s where they write, comment, and collaborate. Dropping a brief into a spreadsheet adds friction and gets in the way of flow. You’ll end up needing to transpose the same information into Docs or Word for them to write anyway. Keep it in Docs to make the process smoother for everyone. Simply use the same link in your tracking spreadsheet in the Brief column and in the Draft column.

Download the free content brief template:

 
 


Adrienne Kmetz

Adrienne’s been remote since 2015. Content marketer for 18 years, Adrienne can’t stop and won’t stop writing. She resides on the western slope of Colorado with her two Catahoulas and loves to ski, hike, and get lost in the desert.

Next
Next

Building trust