What We Learned from Writing Hundreds of Content Briefs for Writers (And How We Fixed Them)

Creating effective content can be tough, especially when there isn’t clear direction and communication among team members.

Without a solid plan, writers might find it hard to understand the target audience, main messages, and SEO requirements. This can lead to confusion and make it difficult to meet marketing goals.

As a result, time can be wasted, revisions can pile up, and the content may not connect with readers. However, a well-crafted content brief can fix these issues by providing a clear outline that guides the entire content creation process.

Contentkapow conducted a study that revealed writers who utilize content briefs have big advantages. These briefs them to stay in the right direction, prevent miscommunication, and reduce editing time.”

So with a brief, you can set clear expectations from the beginning to help make the writing process smoother, encourage teamwork among members and ultimately lead to more effective and engaging content.

In this article, we will look at what a content brief is, why it matters, and how to create one that works for you.

What is Content Brief

A content brief is a detailed document that acts as a roadmap for creating content. It outlines the important elements and requirements to guide writers and content creators in producing top-quality material that meets specific goals. You can see it as a blueprint that ensures everyone involved in the project is on the same page.

For example, if you’re tasked with writing a blog post about SEO, the content brief would specify your target audience, such as seo professionals, and outline the main objectives, like providing quick seo practices.

I want you to know that you can use content briefs for all types of content, like blog posts, case studies, long articles, product pages, and ebooks.

So a good writing process requires content briefs to guide each piece of content and ensure it resonates with the right target audience.

Why Are Content Briefs Important?

Content briefs are very important in the content creation process because they provide a solid foundation for successful projects. However, if you don’t have a brief to guide your process, you might jump from one place to another without achieving your results.

Some of the reasons why briefs are so important include:

Clarity and Direction

One of the main reasons content briefs are important is that they provide clear guidance. When you have a well-defined brief, everyone involved knows what to expect. This includes the goals of the content, who the target audience is, and the key messages to communicate.

Consistency Across Content

You need to ensure that your content matches your brand’s voice and style if you want to build a strong brand. One of the ways to do that is to outline your tone and style guidelines in the brief to create a uniform experience for your audience. Whether it’s a social media post or a detailed article, you need to have a consistent voice to reinforce your brand’s message and values.

Improve Productivity

A clear content brief can save time by cutting down on revisions and back-and-forth communication. When writers have straightforward instructions from the beginning, they can create better content more quickly. This leads to less time spent fixing details later, so your team can focus on making more content.

Better Collaboration

Content creation usually involves many team members, including writers, editors, designers, and marketers. So the best way to work with each of the team members is to have a document that guides them.

This is where a content brief comes in. It serves as a guide that everyone can refer to, which helps improve collaboration among team members. When everyone has access to the same information, it reduces misunderstandings and keeps everyone focused on the project goals.

So, when you want to take up a task, you need a detailed content brief to make your work easy as it can make a big difference in producing high-quality results that connect with your audience and help you reach your marketing goals.

When Do You Need to Create a Content Brief?

If you want to create quality content that helps you reach your goals, you need to have a content brief that can guide you through the content creation process.

Some of the situations where a content brief can make a difference:

Before Starting a New Project

Whenever you start a new content project, it’s important to have a content brief. This could be for anything from a blog post to video content. So when you have a brief to work with, it can help you outline your goals, target audience, and other components you want to include in your content to set a clear direction for the project.

When Working with a Team

If you’re working with others like writers, editors, designers, or marketers, a content brief becomes even more important. It serves as a document that everyone can refer to, making sure everyone is on the same page. This is especially helpful in larger teams where different people might have different ideas about the project.

SEO-Focused Content

When creating content that needs to rank well in search engines, such as blog posts or landing pages, having a content brief is crucial. It allows you to include important SEO elements like target keywords and phrases from the start in your brief.

For Complex or Technical Topics

When dealing with complex subjects or technical information, a content brief is especially useful. It helps break down complicated ideas into clear points and outlines that need to be covered. This way, writers can create informative and accurate content without missing important details.

What Information Should Be in a Content Brief?

A content brief should include everything a writer needs to create the content.  While different types of content may require different templates, you can go through the list below to check some of the elements to include:

• Suggested Title and Headings
• The primary keyword and other related subtopics or long-tail keywords.
• Some questions that the content should address. (FAQs)
• The search Intent behind what people are searching for.
• An outline of the content and its sections.
• What do you want to achieve with this piece of content?
• The recommended word count for the content.
• The deadlines for when the content should be completed.
• Guidelines for internal and external links that should be included.
• Any necessary background information or research needed for the topic.
• Links to helpful resources (Internal and external)
• Who is the target audience for this content?
• The brand’s viewpoint on the topic being discussed.
• The writer’s style and tone of the content.
• What you want readers to do after they finish reading (Next Steps or CTAs)
• Visual elements to include in the content (graphics or illustrations)
• Meta descriptions for search results and social media previews.

To create a content brief for a project, you first need to understand what type of project you are working on. This understanding will help you determine how the content brief should be structured.

How to Create an SEO Content Brief

Creating an SEO content brief doesn’t have to be complicated. it involve some process you need to create content that meets your target audience’s needs.

This step will help you create a clear outline for your content, making it easier to write and improve your content marketing efforts.

Identify Your Target Audience

Before you start writing the brief, it’s important to understand who your audience is. When you identify your audience, you will understand who will read your content and how your message will meet their needs.

The first thing you need to do is consider your audience demographics such as age, gender, location, and profession. Then, dig deeper into their interests, challenges, and what they hope to gain from your content.

For example, if you’re writing about digital marketing strategies for small business owners, think about their specific pain points like limited budgets or time constraints.

When you know your audience well, you can create content that speaks directly to them, making it more engaging and relevant. This focus will help you improve your reader satisfaction and also increase your chances of ranking well in search engines.

Define Content Goals and Purpose

When creating a content brief, you need to start by asking yourself what you want to achieve with this piece of content. For example, are you looking to increase website traffic, generate leads, or educate your audience about a specific topic?

By having specific goals will help guide the writing process and keep everyone focused on the end result.

For instance, if your goal is to drive more traffic to your website, you might focus on creating engaging, shareable content that includes relevant keywords.

On the other hand, if your purpose is to inform readers about a new product, you’ll want to provide detailed information and emphasize its benefits.

When you set clear goals and understand the purpose of your content, you can create material that effectively meets your objectives and serves your audience’s needs.

Perform Keyword Research

Performing keyword research is the backbone of any SEO strategy. It helps you discover the terms and phrases that your target audience is using when searching for information related to your topic.

So you need to start by brainstorming some initial keywords that relate to your content. You also need to identify the primary keyword you want to target, along with any secondary keywords or related phrases. This will help focus the content on specific topics and improve its chances of ranking well in search results.

One of the best ways to go about it is to use tools like Google Keyword Planner, Ahrefs, or Ubersuggest to find additional keywords and analyze their search volume and competition levels.

Another way you can do it is to put yourself in the situation of what your target might be searching for, and what problem are they trying to solve. When you have an idea, you can use an SEO tool to get more ideas about it.

For instance, if you’re writing about “content marketing strategies,” ensure that this keyword is included prominently in the brief.

When you choose the right keywords, you can create content that connects with your audience and ranks better in search engine results.

Create a Detailed Content Outline

A good content outline is a vital step in developing an effective content brief. An outline helps you organize your ideas and provides a clear structure for the piece.

When you have a topic you want to write about, start by breaking down the main topic into subtopics or sections. This way, you can ensure that all important points are covered.

For example, if your main topic is “SEO Best Practices,” your outline might include sections on keyword research, on-page optimization, and link building.

So a well-structured outline will make it easier for writers to follow when creating the content and help maintain a logical flow throughout the content. This clarity improves reader engagement and increases the chances of covering all relevant aspects of the topic.

Set Tone and Style Guidelines

When your audience knows how you communicate, they are more likely to engage with your content and feel understood. Your tone and style are what will help you connect with your audience.

The tone refers to how the content feels to the reader, while the style relates to how it’s written.

You need to define whether the content should be formal, casual, friendly, or professional. For example, if your brand targets young adults, a casual and conversational tone might be more effective.

Next, include your specific style preferences, such as sentence structure, vocabulary, and formatting. You might want to use short paragraphs and bullet points for easier reading or avoid jargon to keep it accessible.

Also, It will be very helpful if you can provide examples of past content that captures the desired tone for reference.

So when you set clear tone and style guidelines, you ensure that all content aligns with your brand identity and resonates with your audience.

Outline Internal and External Links

A link on a webpage can be seen as a bridge that connects readers to more information, resources, or related topics. It makes the content more meaningful for the reader to understand the topic more and encourages them to explore further.

Internal links are links that direct readers to other pages on your own website. They help improve site navigation, keep readers engaged longer, and boost SEO by spreading link equity throughout your site.

For example, if you’re writing about “Digital Marketing” you might link to related articles on digital marketing strategies for businesses.

While external links point to reputable sources outside your website. These links add credibility to your content by backing up your claims with authoritative information.

When outlining these links in your brief, specify which internal pages should be linked and suggest relevant external sources, such as research studies or expert articles.

By including these guidelines, you create a good reading experience and improve the overall performance of your content.

Include Supporting Elements

Supporting elements are things that improve the main message better. They make the main idea clearer and give readers more background information.

Visuals and Images are examples of elements you can add to your content to make it easy for your audience to read and understand.

Another type of element you can include is relevant data, statistics, or research findings that you did that can support your argument for a particular topic. This information adds credibility and helps readers understand why the subject is important.

These references can also guide writers and give them a better understanding of the topic. For example, If there are specific images, infographics, or videos that should go with the content, be sure to include or mention them as well.

If you want to include any external information in your content, you should add a link to the source of that information. This helps back up your claims and shows where the data comes from.

When you outline these supporting elements in your brief, you give writers the tools they need to create engaging and informative content that resonates with your audience and meets your overall goals.

Word Count

The ideal length of your content often depends on the topic and the type of content you are producing. You should specify the desired word count in your brief, as this will help writers understand how much detail to include, ensuring that the final piece meets both reader expectations.

For example, in-depth articles or guides typically range from 1,500 to 2,500 words, allowing for comprehensive coverage of the subject. On the other hand, shorter blog posts or updates may only need 800 to 1,200 words.

Also, considering the competition, analyzing similar content on search engine results pages (SERPs) can provide insights into what works best for your audience.

Additionally, think about your goals. do you want to provide detailed information or establish authority in a niche, this goal will guide your content process, and help you determine the best word count for the topics.

Define Call-to-Action (CTA)

One of the main purposes of writing content is to engage your audience and drive them to take a specific action.

A strong CTA encourages your audience to take a specific action, whether it’s subscribing to a newsletter, downloading a resource, or making a purchase.

So when creating content, you need to have a goal in mind that you want to achieve with your content. For instance, if you’re providing valuable information about a product, your CTA might invite readers to sign up for a free trial or request more information.

You need to be clear and direct in your wording if you want to get more clicks. Phrases like “Get Started Today” or “Download Your Free Guide” can create a sense of urgency and motivate them to take action.

So, start by defining the CTA you want to use in your brief. This will help ensure that the content drives meaningful engagement and conversions.

Include Deadlines

When you have a task or a project you want your team to work on, you need to attach a deadline or timeframe for completion to improve accountability and urgency.

A clear deadlines help everyone involved understand the timeline and prioritize their tasks effectively. Start by setting a final due date for the completed content, ensuring it aligns with your overall marketing schedule or campaign launch.

Additionally, consider breaking the process into smaller milestones. For example, you might set deadlines for the first draft, revisions, and final approval.

This approach helps manage time better and allows for feedback at various stages, ensuring the content meets quality standards.

When you outline these deadlines in your brief, you create accountability among team members and help ensure that the project progresses smoothly, leading to the timely delivery of content.

Who Uses Content Briefs

Content briefs are valuable tools used by many professionals in the content creation process. It is commonly used by:

Writers

Writers are the main users of content briefs because they rely on these documents to understand the goals, audience, and structure of the content they need to produce. For writers working with clients, a well-crafted brief helps confirm that their approach matches the client’s expectations.

Content Managers

A content managers oversee the entire production process of content and use the brief to align teams with business objectives. They ensure consistency in tone and style across different pieces of content, which is crucial for maintaining a strong brand identity.

Digital Marketers

Digital marketers use content briefs to make sure all content supports overall marketing strategies. They include SEO, and content marketing strategy to improve the online visibility of the brand through well-structured briefs.

Marketing Strategists

Marketing strategists often create briefs to share their insights and strategies with writers. These briefs help ensure that the content aligns with broader marketing goals and includes important keywords, making it more effective in reaching the target audience.

So, any of the mentioned professionals above can benefit from using content briefs to streamline their processes and improve communication among your team members.

Content Brief Examples

What you include in your briefs will depend on the content you are creating. It’s important to ensure that the final product meets specific goals.

Blog Post Brief Example:

A blog post brief usually starts with an overview of the target audience and the problems they want to solve. It includes the main story angle and important SEO details, such as primary and secondary keywords, search intent, and suggested internal links.

For example, a brief for a blog post about “How to Get a Digital Marketing Internship in 2024” might outline the audience’s needs and include keywords like “Digital Marketing Internship” or “internship tips.”

So if you want to create your brief, you can use a guide to help you produce high-quality content that aligns with your marketing goals.

image source – MarketMuse

Final Thought

A content brief is an important tool in making content. It acts like a guide for writers, outlining key details like who the audience is, what main messages to share, and any SEO requirements.

It also helps you provide clear instructions that will help make sure the final piece meets your marketing goals and connects with your audience.

Whether you’re writing a blog post, an article, or an eBook, a good content brief can improve communication among team members and make the writing process easier.

So, take the time to create a detailed brief as this can help you produce content that engages readers and achieves results.

FAQs: What Is a Content Brief?

How detailed should a content brief be?

The level of detail to include in your content brief will vary depending on the complexity of the project. For simpler pieces, a brief may only need a few points. However, for more complex content, such as eBooks or comprehensive guides, a detailed brief is necessary. It should provide enough information to guide the writer without overwhelming them.

Can I use a content brief for different types of content?

Yes, you can use a content brief for various types of content, including blog posts, articles, social media posts, videos, and eBooks. The idea is to tailor the brief to fit the specific format and goals of each piece. Also, you can adjust the elements included in the brief based on what is most relevant for the type of content being created.

How often should I update my content briefs?

Content briefs should be updated whenever there are substantial changes in your strategy, audience insights, or SEO practices. If you notice that certain topics or keywords are no longer relevant, it’s a good idea to revise your briefs accordingly. Also, you need to regularly review and update your briefs to ensure that they remain effective and aligned with your current goals.

What tools can I use to create a content brief?

There are several tools you can use to create content briefs such as Google Docs or Microsoft Word, you can also use specialized project management software like Notion, Trello or Asana. Some teams also use templates in spreadsheet applications like Excel or Google Sheets to organize their briefs clearly and efficiently. So you can use tools or resources that will help you communicate better with your team.

How do I ensure my team follows the content brief?

To ensure your team follows the content brief when creating content, you need to communicate its importance and encourage everyone to refer back to it throughout the writing process. Before anyone starts working with you or you or your team, you can create time or hold a brief meeting to discuss the brief in detail and address any questions upfront. Additionally, regular check-ins with them can help keep everyone accountable and aligned with the goals outlined in the brief.

More resources

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