A content brief is a document that clearly outlines a content marketing project.
By providing strategic and detailed information about the audience, message, and goals, a content brief allows a marketing team to provide high-quality content that is on target to meet expectations.
Learn about what a content brief is and what essential elements to include when drafting a content marketing brief.
Before a content writer can start creating, they need more context and information to create a high-quality and comprehensive piece. Some questions that a content brief should answer include:
Creating a content brief allows all of these questions (and more) to be answered upfront before the writing begins. It also allows a content team to evaluate a finished project to see how well it meets the expectations and requirements.
The more detailed and clear a content brief, the more on-target a piece of content can be — and the fewer rounds of revision it may need. A well-thought-out content brief can benefit everyone in the process, from ideation to publication.
A content brief can be used by a client or a member of the editorial team to communicate instructions to a writer or other content creator.
A content strategist, marketing manager, or marketing agency, can also use a brief to communicate instructions to the content team or to plan out a strategy for a campaign.
In short, the information on any content brief comes from the person requesting the content and is, at some point, presented to the person or people creating the content.
Content briefs also help create and maintain consistency throughout a team when everyone uses and receives the same template for projects. So, it’s essential to make sure your content brief covers everything that can help your team produce consistent outcomes.
Whether for a writer, marketing manager, or another part of the content team, each section of the content brief should answer a question that helps the content hit its target.
Here are some essential elements to include in a content marketing brief:
As AI continues to develop, AI guidelines or policies are one of the first things it’s essential to clarify with a writer in a content brief.
Share whether the project permits AI use and if so to what extent. Is AI acceptable for research or editing? Does your editorial team use an AI detector to review content? Clarity about AI policies right from the start of a content project helps to keep everyone on the same page.
Get tips on how to incorporate AI guidelines into a writing contract.
Every project should have a clear title that clarifies what is being asked for and what type of content it is:
If you use a specific structure or format for different content types, share that with the content team so it can be followed.
Depending on the nature and scope of the project, there may be one deadline or a series of deadlines for steps in the process. Spell out the timeline clearly in the content brief so all parties know expectations and deadlines from the start.
What is the reason for creating this content? Is it purely informational to keep blog content fresh? Is it intended to drive traffic to the web? Maybe it’s promoting an upcoming event. Explain the “why” of the project.
To answer the question, “Who do we want to reach?” the brief needs to specify the audience in as much detail as possible. For instance, if your team writes for B2B as well as B2C, it will be critical to specify which one the project is for.
Looking to tailor your content strategy to your audience with a marketing agency? Learn more about types of marketing agencies, such as B2B marketing agencies.
The customer stage relates specifically to the sales funnel. Some key questions to ask include:
Knowing where the intended audience is in the sales journey helps a writer match the content to the customer (this is also a great time to highlight search intent).
What is it you want the audience to do after they engage with the content? Options include buying something, enrolling in a class, spending more time on your website, sharing a post, or subscribing to a newsletter. Whatever main action you are hoping your audience will take, list it in the content brief.
This is where great information can help a content writer really dig in. The key message can’t be as general as “everything about our product,” nor should it be an exhaustive list of details. Try to pinpoint the main idea you want your audience to hear, the main thing you want them to remember.
Even if your content team knows the brand voice well, it pays to be clear about a piece’s specific tone. Tone can range from conversational to formal.
Point of view can be first, second, or third-person. Being specific about your expectations for tone and POV gives the content writer valuable information about what kind of writing you are looking for.
If you have an internal style guide or follow a specific editorial style, share that with the writer.
Conduct keyword research and list the keywords you want the writer to use. If you have a documented SEO strategy, share the link to your guidelines. Do you want internal links or a meta description included? If so, then note that in the brief.
Share any resources you want the content writer to compete with, as well as sources you consider a good place to start for research. If you have a list of trusted sources, share it to ensure the writer has this information to follow.
If the person receiving the content brief is also responsible for including an image, be clear about what kind of image is wanted, which orientation, and what the size requirements are. This helps to optimize time for everyone.
Depending on the content you create or the client you are creating it for, you may want to include other considerations for the content writer or team, such as:
There is no one-fits-all content brief. However, many of the same elements tend to show up in all briefs because they are the building blocks of good content.
When designing a content brief for your team, it should fit the type of work you do and be used consistently.
A good content brief eases communication, zeroes in on goals and helps content deliver results.
Get more content marketing tips to boost your strategies in our top guides:
