To write a content brief, define the piece’s goal and reader, turn the keyword and search intent into writing instructions, and list what the writer must cover and must avoid.
Then attach only the sources, deadlines, and approval steps the writer needs, and size the whole content brief to how well the writer knows your brand and how much the piece matters.
This guide walks you through the content brief process in 9 steps, grouped into three phases: scope the content brief, tell the content writer what to write, and give them what they need to finish.
At the end, you’ll find a content brief template you can copy and three steps to turn creating content briefs from a one-off task into a repeatable system.
How to write a content brief in a nutshell
Content Brief Process
How to Write a Content Brief in 9 Steps
Three phases, nine decisions. Click a step to see what goes into the brief.
Phase 1 Scope the content brief
Phase 2 Tell the writer what to write
Phase 3 Give the writer what they need to finish
1. Scope the content brief before you fill it in
Choose how much detail the writer needs, then define the reader and intended outcome. Use those decisions to explain how the article supports your content strategy and what the reader should do next.
1.1 Match the content brief's depth to the writer and the piece
Decide how detailed the content brief needs to be for each content project before you write a single field. There's no standard length. The right amount depends on who's writing and what's at stake.
Two variables settle it:
- Writer familiarity: A first assignment for a new freelancer needs brand context, style guide links, and the approval process. A writer who has worked with you for months already knows all of that and needs the piece-specific fields only.
- Piece importance: Priority pages need detailed content briefs with section-level instructions.
Pick one of three tiers before you start:
- Minimum: Goal, reader, keyword, length, and deadline.
- Standard: Everything in minimum, plus the success metric, CTA, format, questions to answer, keywords to avoid, angle, key message, voice, must-haves and won't-haves, sources, and the supporting fields in the template (expert insights, competitor notes, internal links, citation rules, and a submission checklist).
- Full: Everything in standard, plus a section-by-section structure, SMEs, meta guidance, the logistics (point person, approval path, and handoff), and a readiness check.
Isn't a full-tier content brief just writing the article yourself?
No. Even the full tier stops at instructions. The content brief says what each section must do (more on that in step 2.2), and the sentences stay the writer's job.
1.2 Set the goal, success metric, and next step for the reader
State the content goal in one or two sentences: what the piece must change for the reader, how you'll measure it, and where the reader goes next.
If the goal feels vague, answer this question: what is the reader doing now, and what should they do instead?
For example, compare these two goals (a hypothetical piece):
- "Write an engaging post about onboarding."
- "Show SaaS content managers how to brief a new freelancer so the first draft needs one round of revisions."
The second one tells the writer who the piece is for, what it teaches, and what success looks like.
Then add the metric you will assess the piece on. Say rankings, sign-ups, or assisted conversions.
Finally, name the CTA and where it should appear. The CTA is the destination the whole piece builds toward, so the writer needs it before drafting.
1.3 Describe the reader beyond job title and demographics
Give the writer the reader's situation: what they're struggling with, what they already know, and where they are in the buying journey.
"Audience: HR professionals" doesn't give a writer much to work with. A description like "HR directors at 200-person companies who are replacing a manual onboarding checklist..." A hypothetical example tells them which problems to address and which examples will resonate.
Cover three things:
- The problem: What the reader is trying to fix when they land on the page.
- Funnel stage: Iit changes how much the piece can sell. A reader comparing vendors expects product detail. A reader still defining the problem doesn't.
- Knowledge level: What the reader already knows, so the writer knows which terms to define and which to skip.
If you have persona documents, link them instead of pasting them in.
2. Tell the writer what to write
Translate search intent into questions, choose the message and evidence, then plan the sections. Explain what the writer must include and where they can make their own choices.
2.1 Turn search intent and keyword research into writing instructions
Use search intent research to identify the format the ranking pages use and the list of questions the piece must answer.
Start with format. Tell the writer whether the ranking pages are how-to guides, lists, or definitions, and whether you're following that format or deliberately breaking it.
Then list the questions the piece must answer.
Where do you find them? In the top-ranking articles, People Also Ask, community threads where your audience asks about the topic, and customer calls.
This is what makes an SEO content brief useful to a writer. "Match search intent" is hard to act on. "Answer these six questions, in this format" isn't.
For keywords, give one primary term plus a handful of secondaries, and explain where placement matters: the title, the H1, and key headers.
Skip density quotas. They push writers toward repetition and stuffing.
Finally, flag the keywords and topics to avoid because existing content on your site already targets them. To prevent pages from cannibalizing one another.
2.2 Define the structure, the flexible parts, and the length
Give the writer a structure with the fixed parts.
You have three options for the outline:
- Write the full outline yourself.
- List the minimum sections and let the writer propose the rest.
- Ask the writer to submit an outline for approval before drafting.
Whichever you choose, mark the required headings explicitly, for example with a "fixed H2s" field. That way the writer knows where they can restructure and where they can't.
Under each section, add two lines that spell out the purpose of the content and what it must include:
- Purpose: "This section answers X," with X taken from the questions in step 2.1.
- Must include: the specific points, examples, or entities the section needs.
For length, give a range, say 2,900-3200 words. My SERP analysis workflow pulls the median word count from ranking articles, or I go with the Surfer/NeuronWriter recommendations.
On long pieces, allocate rough word counts per section. And say whether the writer may go over the range when the topic demands it.
2.3 Describe the angle, key message, and voice
Tell the writer what the piece argues and how it should sound.
- Angle: Name what competing pages cover well and what they miss. That shows the writer where your piece adds something new instead of repeating similar content.
- Key message: State the one takeaway the reader should leave with, plus your brand's point of view on the topic.
- Voice: Link the style guide with concrete examples of the tone you want.
"Professional but friendly" means something different to every writer, and vague notes risk generic content. Sample paragraphs from published posts you like leave less room for misunderstanding.
2.4 Split requirements into must-haves and won't-haves
List what the piece must include and, just as explicitly, what it must not.
Some use the MoSCoW prioritization framework to keep the list organized:
- Must have: Points, examples, or sections the piece can't ship without.
- Should have: Additions you expect unless there's a good reason to leave them out.
- Could have: Nice extras if the word count allows.
- Won't have: Everything the writer should avoid.
I find it a bit of overkill, and stick to must-haves and won't haves.
Common won't haves include:
- Claims legal or compliance won't approve.
- Terminology rules ("call it X, not Y")
- Competitors the piece shouldn't link to.
- Topics another page owns
Product mentions belong here too. Say which product or feature to mention and where it fits.
3. Give the writer what they need to finish
A successful content brief includes sources to use plus logistics: the deadline, owner, revision process, and handoff.
3.1 Attach a short, annotated source list
Send a few sources, each with one line explaining why it's there and label every link by its role:
- Data to cite: Primary sources only
- Format or quality model: A published piece that shows what good looks like for this topic.
- Competitor to beat: A ranking page the piece needs to improve on
- Internal page to link: Pages on your site the piece should point to
Next to each link, name the section it supports and what the writer should take from it. For example, a note on a competing guide might read: "Check which fields they cover and who writes the brief. Don't cite it as proof that briefs reduce revisions."
If a claim has no source yet, ask the writer to research and verify it.
If the piece needs subject matter expert (SME) input, name the experts and add their contact details, so the writer can book interviews.
3.2 Lock the logistics: owner, deadline, approvals, and handoff
Put every "who, when, where" answer in the content brief so the writer never has to ask.
- Point person and channel: At the top of the brief, so the writer knows who to contact and where.
- Deadlines per milestone: Outline, first draft, and final, each with a time and time zone.
- Approval path: How many revision rounds are included, how feedback arrives, and who gives final sign-off.
- Handoff: What to deliver alongside the draft (meta description, title tag, alt text, social copy), the file format, sharing permissions, naming conventions, and where to file the finished piece.
For freelancers, add what happens after delivery, such as whether an editor will follow up and how to invoice.
Content brief template you can copy, with an example
The template below contains every field from the 9 steps, grouped in the same three phases. It also adds six fields that help when the writer works independently: expert insights, competitor notes, internal links, citation rules, meta guidance, and a submission checklist.
The tier column shows which fields belong in minimum, standard, or full content briefs, so you can delete the rows you don't need.
| Field | What to write | Tier |
|---|---|---|
| Scope | ||
| Brief tier | Minimum, standard, or full | Minimum |
| Goal | What the reader does now, and what they should do instead | Minimum |
| Success metric | Rankings, sign-ups, or assisted conversions | Standard |
| CTA | The next step for the reader, and where it appears | Standard |
| Reader | Problem, funnel stage, and knowledge level; link to persona | Minimum |
| What to write | ||
| Format | The format ranking pages use, and whether to follow it | Standard |
| Questions to answer | From People Also Ask and community threads | Standard |
| Keywords | One primary term, a handful of secondaries, search volume, placement | Minimum |
| Keywords to avoid | Terms another page on your site targets | Standard |
| Structure | Fixed headings, plus a purpose and must-include line per section | Full |
| Length | Word count range, per-section split, permission to exceed | Minimum |
| Angle | What competing pages cover well and miss | Standard |
| Competitor notes | What competitor content covers and how it's structured; for reference only, not to cite or copy | Standard |
| Key message | The one takeaway, plus your point of view | Standard |
| Voice | Style guide link, the style rules most likely to trigger revisions, and one sample paragraph | Standard |
| Must-haves | Must, should, and could haves, including product mentions | Standard |
| Won't-haves | Banned claims, terminology rules, competitors, owned topics | Standard |
| Meta guidance | Direction for the title tag and meta description | Full |
| What they need | ||
| Expert insights | Your or an SME's answers, close to verbatim, for the writer to build the piece around | Standard |
| Sources | Each link labeled by role | Standard |
| Internal links | 5–10 pages to link, with suggested anchor context | Standard |
| Citation rules | Primary sources only, a year on every stat, and cut any claim that can't be sourced | Standard |
| SMEs | Names and contact details | Full |
| Point person and channel | Who to ask, and where | Full |
| Deadlines | Outline, first draft, final, with time zone | Minimum |
| Approval path | Revision rounds, feedback format, final sign-off | Full |
| Handoff | Extra deliverables, file format, access, naming, filing | Full |
| Readiness | Open questions, their owner, and whether they block drafting | Full |
| Submission checklist | 5–8 yes/no checks the writer runs before handing in | Standard |
Here is the full brief for this very article:
| Section | Brief |
|---|---|
| Client | tatarek.co.uk (Pawel Tatarek, freelance B2B SaaS content writer and editor) |
| Content type and funnel stage | How-to process guide; top of funnel (informational), solution-aware reader |
| Target word count | 2,500–3,250 words, plus the template table. Ranking articles average 2,120 words; the longest runs 3,224. Don't go past 3,870. |
| Deadline | Not set (mock brief) |
| Primary keyword | how to write a content brief |
| CTA | Invite the reader to get in touch about content writing or content strategy, linking to the contact page. Place it in the last paragraph of "Final thoughts". |
| Objective | Build topical authority for tatarek.co.uk in content operations, next to the existing guides on researching and editing blog posts. Show the process thinking a content manager wants from a freelance writer. Conversion job: make readers consider outsourcing brief creation to a freelancer |
| Primary reader | Content managers, heads of content, and SEO managers at B2B SaaS companies who commission articles from freelance writers |
| What they already know | SEO and content marketing basics. Don't explain SERPs, keywords, or CTAs. Define newer or niche terms (for example, MoSCoW) on first use. |
| What brought them here | Drafts that miss the mark, extra rounds of revisions, freelancers who need too much hand-holding, and output quality that varies between writers |
| Awareness level | Solution-aware: they know briefs exist and want a better one |
| Secondary reader | Freelance writers who get thin briefs or none. Serve them in one FAQ only. |
| Angle | Decisions, not a checklist. Ranking articles list what goes in a brief; only 3 of 8 give a process, and none tells you how much detail a given writer needs. Sequence the 10 decisions into three phases (scope the brief; tell the writer what to write; give the writer what they need to finish), sized by three tiers: minimum, standard, and full. |
| Why it wins | Resolves the conflicting advice on brief length ("go slightly overboard" vs. "short and sweet"). Covers the gaps the community raises: how much to brief without writing the piece yourself, what the writer must avoid, curated sources instead of link dumps, and briefs that work when the writer drafts with AI. |
| Core message | A content brief does its job when it answers the writer's questions before they ask them, sized to what that writer already knows. |
| Creator insights: how to use them | No interview took place (mock brief). The lines below are Pawel's own words, quoted verbatim from his published articles. Use them as the argument's backbone. The article is second person with no first-person experience claims, so turn each insight into direct advice ("Ask the writer for an outline before they draft"). Don't quote it as personal experience. |
| Insight: outline approval → step 2.2 | From "My Editing Process: How to Edit Blog Posts": "So if you're working with writers, ask them for a detailed outline before they start writing. If you're a writer, ask for feedback on the outline before you crack on." |
| Insight: outline stage saves edits → step 2.2 | Same article: "From experience, when I take time to refine the outline, I need fewer edits later. So I save time." Keep this as a principle. It's an observation, not a measured result, so don't turn it into a stat. |
| Insight: settling the reader → step 1.3 | From "How to Write a Product Listicle That Gets Cited by AI and Converts": "If the keyword tells me nothing about the target reader, I do one of 3 things:" The first of the three: "Confirm the angle with my content manager." |
| Insight: who holds audience insight → step 1.3 | Same article: "Normally, the content manager shares these insights with me." Buyer needs, objections, and alternatives belong in the brief. |
| Insight: deadlines after SME requests → step 3.2 | From "How to Research For A Blog Post That Ranks": "As soon as the SME requests are out, I confirm the deadline with the editor or content manager so they know when they can expect the finished article." |
| Search intent | Informational. Searchers want the steps and the fields, and they expect a template and an example. People Also Ask mixes in creative-brief questions, so separate the two briefly. |
| Keywords (DataForSEO Labs, US, 2026-09-30) | how to write a content brief: primary, 40/mo. Use in the H1, first 100 words, meta description, and 1–3 times in the body. content brief: secondary, 260/mo. Use throughout; the plural "content briefs" has a target of 23–36 uses, wherever it reads naturally. content brief template: secondary, 210/mo. Template H2 plus 1–4 body uses. seo content brief: secondary, 110/mo. Once, in the search-intent step. content brief examples: secondary, 70/mo. Once or twice, near the example. content brief vs creative brief: secondary, 10/mo. Definition section. what to include in a content brief: secondary, volume UNCHECKED (no data returned). Once, where it fits. who writes a content brief: secondary, volume UNCHECKED (no data returned). FAQ question. |
| Primary semantic terms (aim for 95–100% coverage) | content briefs, template, brief templates (4–9), effective content brief, content brief template, SEO, piece of content, outline, content marketing, write a content brief, content creation, content strategy, content creators, word count, create content, format, create a content brief, brief helps, creative brief, content production, great content, type of content, marketing teams, best content, marketing strategy, detailed content briefs, meta description, content writer, content quality, purpose of the content, similar content |
| Secondary semantic terms (aim for at least 20–30% coverage) | content brief examples, well-crafted content brief, writing an effective content brief, content creation process, content goal, content types, creating content briefs, content projects, content managers, content brief process, competitor content, existing content, content outline, generic content, on-brand content, content strategist, include in a content brief, free content brief template (only if a real download exists). Never force a term. |
| Structure: how to use it | This is a skeleton, not a mandate. Restructure if the argument needs it, but answer every question listed in this section. H2 and below use sentence case. |
| H1 and intro | H1: How to Write a Content Brief Writers Can Follow [+ Template] Intro (60–150 words): open with a 1–2 sentence direct answer, written to be quotable on its own, then a short paragraph on what the article covers. No hook, anecdote, question opener, or stat. |
| Opening H2s | Key takeaways: 4–6 bullets. What a content brief covers and how it differs from a creative brief: a definition, why the brief must be written down, and the creative-brief difference, in one short section. |
| H2 1. Scope the content brief before you fill it in | 1.1 Match the brief's depth to the writer and the piece: minimum, standard, and full tiers. 1.2 Set the goal, success metric, and next step for the reader: "what is the reader doing now, and what should they do instead?" 1.3 Describe the reader beyond job title and demographics: the problem, funnel stage, and knowledge level. |
| H2 2. Tell the writer what to write | 2.1 Turn search intent and keywords into writing instructions: format, questions to answer, no density quotas, keywords another page already targets. 2.2 Define the structure, the flexible parts, and the length: who writes the outline, fixed headings, and a purpose and must-include line per section. 2.3 State the angle, key message, and voice: a style guide link plus one sample paragraph. 2.4 Split requirements into must-haves and won't-haves: MoSCoW, with the won't-haves spelled out. |
| H2 3. Give the writer what they need to finish | 3.1 Attach a short, annotated source list: label each source's role and add a worked annotation example. 3.2 Lock the logistics: owner, deadline, approvals, and handoff, with the time zone in deadlines. 3.3 Check the writer can start before drafting begins: the writer restates the brief; log open items with an owner. |
| Closing H2s | Content brief template you can copy, with an example: a copyable table with a tier column, plus a filled example. Turn one-off content briefs into a repeatable system: templates per content type paired with an example article, reviewing the template with writers, and using AI to fill the template, not set the strategy. Final thoughts: 3–4 short paragraphs. Synthesize, then the CTA. Content brief FAQs: 4–6 questions, each answered in its first 40–50 words. |
| Questions the article must answer | What is a content brief, and how is it different from a creative brief? (People Also Ask) What is the format of a brief, and what does an example look like? (People Also Ask) How much detail does a brief need, and how long should it be? (ranking articles, Reddit) What should you include in a content brief? (ranking articles, related searches) Who should write a content brief, and when do you need one? (People Also Ask, ranking articles) How do you brief without ending up writing the article yourself? (Reddit) How do you tell writers what to avoid, including terminology and banned claims? (Reddit) How many sources should you send, and how? (Reddit) Can AI help create a brief, and where does it fall short? (ranking articles, Reddit) What should a writer do if the client sends no brief? (Reddit) |
| Competitive landscape: rule | Research reference only. Do not cite, quote, or link any of these articles, and don't copy their structure wholesale. |
| Who ranks | Brief-tool and software vendors (Content Harmony, Jasper, Siteimprove, HubSpot) and content agencies (WG Content, Canny Creative, Right Side Up, Stellar Content) |
| Common structure | A "What is a content brief?" definition, then a list of components (5 to 25+ fields), then benefits, then a gated template and a vendor CTA |
| What they do well | Concrete before/after examples of vague vs. specific objectives, worked example briefs, and logistics fields (point person, time zones, file naming) |
| Weaknesses to beat | No evidence that briefs reduce revisions. Contradictory advice on length and keyword density. No way to size a brief to the writer. Nothing on what the writer must avoid, and no process for checking the writer can start. |
| Gaps to own | Tiers by writer and piece, a won't-haves field, annotated sources, per-section purpose lines that work for human or AI-assisted drafting, and a readiness check before drafting |
| Internal links: rules | Aim for 5–10 body links. Only link where the sentence already exists and the page matches its topic. One link per paragraph, and no URL twice. |
| Internal links: candidates | https://tatarek.co.uk/: the homepage, linked from a brand or author mention in the intro (client rule) https://tatarek.co.uk/contact/: the CTA in Final thoughts https://tatarek.co.uk/search-intent/: turning search intent into instructions https://tatarek.co.uk/hire-freelance-content-writer/: brief depth for a new freelancer https://tatarek.co.uk/how-to-edit-blog/: reviewing the draft against the brief before line edits https://tatarek.co.uk/content-strategist/: the FAQ on who writes the brief https://tatarek.co.uk/b2b-saas-case-study/: content types that need different brief templates https://tatarek.co.uk/how-to-scale-b2b-content-creation-with-ai-workflows/: using AI to fill the template https://tatarek.co.uk/how-to-research-blog-post/: only if a sentence discusses researching questions or sources in depth |
| Trusted sources | Content Marketing Institute, HubSpot Blog (other pages, not the ranking brief article), Semrush, Ahrefs, Backlinko, Animalz, Siege Media, Growth Memo, AirOps, Surfer SEO. Off-list sources are fine if they're primary, dated, and show their method. |
| Citation rules | Name the source and year in the same sentence as every stat. Use past tense for findings more than 3 months old. Cite primary sources only. Never attribute anything to Reddit users or link Reddit threads. Never use a company example without a primary-source link. Never fabricate: if a claim can't be sourced, cut it. |
| Known evidence gap | No source was found showing that briefs reduce revisions or production time. Present it as the purpose of a brief, not a measured result. |
| Person, language, punctuation | Write in the second person, with no first-person experience or credential claims. Use American English and contractions throughout. No em dashes: use a comma, colon, or period instead. |
| Headings and formatting | Title case for the H1 only; H2–H6 use sentence case, and every heading stays under 15 words. Open each section with its main point as a plain sentence, never labelled or bolded. No bold in body paragraphs; bold is allowed only as a sparing bullet lead-in. Keep paragraphs to 3 visible lines at most, mix one-sentence paragraphs with longer ones, and vary sentence length. Use bullets for any list of 4 or more items. Label hypothetical examples as hypothetical. |
| Tone | Be direct on craft advice ("Skip density quotas") and advisory on strategy ("consider"). No "most [audience] do X" claims without a cited figure in the same sentence. Never scold the reader or imply clients are at fault; frame problems as the result of real constraints. No hedging, no hype words, no formal transitions. |
| Banned words and constructions | throughput, governance, operationalize, intake, information architecture, quality debt, flex output, operational backbone, non-negotiable; "it isn't just X, it's Y"; "not just X"; filler openers like "Here's the thing"; the words "actually" and "quietly"; "-ing" tails that add interpretation (use a "which" clause instead) |
| Conclusion and FAQs | The conclusion goes under "Final thoughts". It synthesizes, adds no new stats or ideas, and ends with the CTA. Each FAQ answer stands alone as a full sentence that repeats the question's subject. |
| Title tag | Up to 60 characters. Put "how to write a content brief" near the front and include "template". Other terms to consider: content briefs, effective content brief, brief templates. |
| Meta description | Up to 160 characters. Include the primary keyword, plus one of: learn how to create, content brief template, effective content brief. Direction only; the final meta is written at the end of the client's process. |
| Submission checklist | ☐ The primary keyword appears in the H1, the first 100 words, and at least one more place in the body. ☐ The article is 2,500–3,250 words, plus the template table. ☐ Every question in section 7 is answered. ☐ The creator insights are used as second-person advice. ☐ Every stat has a named primary source and year in the same sentence, or has been cut. ☐ The draft has no em dashes, banned jargon, or first-person experience claims. ☐ The template table is copyable, and every tier matches what the body says. ☐ No ranking article from section 8 is cited, quoted, or linked. |
Turn one-off content briefs into a repeatable system
Once the template works for one piece, move on to the next content type until you have templates for all content you produce regularly. Review them constantly
Build separate brief templates per content type
A how-to guide, a listicle, and a case study need different fields. So keep brief templates for each content type, attach one finished article that shows the standard, and fill in only the variable fields per piece.
The example article attached to a brief template shows what great content looks like for that content type. It's different from the format model in a single content brief's source list, which shows what good looks like for one specific topic.
A writer who gets the template and the example together sees the target before reading a single instruction.
Review your brief templates with writers
Ask writers which fields they used, which they ignored, and which questions they still had to ask you. Then cut the fields nobody reads and add the ones that keep coming up.
Set a review cadence, quarterly or twice a year, so the template keeps up with changes to your brand guidelines, audience, and goals.
Between reviews, track which content briefs led to the fewest revisions and the best content quality. Those briefs show you which fields matter.
Use AI to fill the template, not to set the strategy
AI can speed up the research-heavy fields of a content brief. Think questions to answer, entities to cover, and a first-pass outline. The goal, angle, reader, and won't-haves still need your input.
I have a Claude skill that uses company context information and SERP analysis results to automate content brief creation.
I mean automate parts of it.
Because it always needs human oversight, as it doesn't always get things right. For example, I'd never trust it to pick the right case study to cite, data to support the argument, or the best interview quote. It simply lacks the judgement of an experienced strategist or editor.
Final thoughts
An effective content brief answers the questions a writer would otherwise send you, scoped to how much that writer already knows.
It also gives you a yardstick for review. Check the draft against the content brief's must-haves and won't-haves before any line edits, and feedback becomes "the brief asked for X" instead of a matter of taste.
If you'd rather hand content brief creation to an experienced content strategist and editor, get in touch.
Content brief FAQs
What is a content brief and what does it cover?
A content brief is a written set of requirements for one specific piece of content, whether that type of content is a blog post, a case study, a white paper, or a video script. It covers the goal, the reader, keywords and questions to answer, structure and length, angle and voice, must-haves and won't-haves, sources, and logistics.
Because it's written down, a content brief gives the writer and editor one agreed version to check the draft against through the rest of the content creation process.
How is a content brief different from a creative brief?
The difference between a content brief and a creative brief is scope: a content brief sets the requirements for one piece of content, while a creative brief sets direction for a whole campaign. A creative brief carries the campaign messaging, deliverables from several contributors, and direction for design or ad work.
So if you're commissioning one article, you need a content brief. If you're planning a whole campaign, you need a creative brief.
Who should write a content brief?
A content brief should be written by the person who owns the content and marketing strategy, such as a content manager, marketing manager, or SEO strategist. They know the goals behind the piece and the launches or campaigns it should support.
When do you need a content brief?
You need a content brief whenever more than one person works on a piece of content. The more people involved, the more a written record of what was agreed matters.
Solo writers benefit from a lighter version too, one that holds the research, keywords, and outline in one place. To make briefing a habit instead of a judgment call, decide which content types always get a content brief.
What should a writer do if the client doesn't send a brief?
A writer who doesn't receive a brief should create a content brief and send it to the client for approval before drafting. That turns a high-level request into agreed requirements.
Use it to ask what to include in a content brief: what writing the client admires, which terms they use or avoid, and what the piece shouldn't mention.
Which tools can you use to create content briefs?
You can create content briefs with a shared doc or spreadsheet template, which covers every field in this guide. Dedicated SEO brief tools, such as Surfer and Content Harmony, add keyword and heading suggestions based on the search results, and let you assign content briefs to writers.
