Are you tasked with the responsibility of creating content briefs for writers? Do you often struggle to provide writers with the direction necessary to create quality content based on your specifications?
Rather than continue your uphill battle, it’s time to learn how to write an effective content brief. Once you understand the basics, you can create a content brief template that serves as the basis for each one you create in the future.
First, let’s start with a basic definition:
A content brief is a document designed to instruct a writer on how to create a piece of content.
Even with a template in place, content briefs vary from one project to the next based on details such as:
- The type of content (blog post, article, whitepaper, etc.)
- Who the content is being created for (in-house or for a client)
- The purpose of the content (to inform, have the reader take action, share news, etc.)
Before we go any further, it’s important to note that no two individuals, companies, or editorial teams will take the exact same approach to creating content briefs. Focus on what’s best for you and your content writers and everything else will fall into place.
The 5 Elements of an Effective Content Brief
A content brief should include all the information a writer needs to create high-quality content that “checks all the boxes.”
Before we provide a detailed look at the most important elements of a content brief, let’s review a full example:
Title: Top Social Media Marketing Tips for 2021
Description: Share information on how social media in 2021 will differ from 2020, with a focus on actionable tips and strategies. Organize the content in a listicle format, utilizing short descriptions for easily digestible content.
- What Does Social Look Like in 2021?
- Tip #1:
- Tip #2:
- Tip #3:
- Tip #4:
- Tip #5
Word count: 2,000+ words
Target audience: Small business owners and marketing professionals who are in the process of creating a social media strategy for 2021.
- Social Media: What to Expect in 2020 - Word Count: 1,590 - Google Rank: position 1
- How Social Media has Changed Over the Past Year - Word Count: 1,788 - Google Rank: position 2
- The Best Social Media Tactics for the New Year - Word Count: 2,001 - Google Rank: position 3
Statistics to include:
- The Ultimate List of Marketing Statistics for 2021
- 10 Social Media Statistics You Need to Know in 2021
- 126 Amazing Social Media Statistics and Facts
- 36 Essential social media marketing statistics to know for 2021
- 140+ Social Media Statistics that Matter to Marketers in 2021
- Primary keyword: social media marketing
- Secondary keywords: social media marketing tips, social media tips, social media 2021
- Keyword placement: primary keyword once in the intro, body, and conclusion; secondary keywords in subheadings and used naturally throughout
- Content structure: introduction, minimum of five subheadings, and conclusion
- Internal links: minimum of five internal links to blog posts
- External links: minimum of three external links to reputable industry sources and studies
- Type: featured image, screenshots, and tables
- Number of visuals: include one featured image, three screenshots, and two tables
- Placement: featured image before the introduction, screenshots, and tables throughout based on the content
Now that you know what a content brief looks like, it’s time to dig into the five most important elements to include.
1. The Details (Overview)
Think of this section as a high-level overview of the content. Upon reading it, the writer should gain a basic understanding of what the piece should entail and the approach they need to take.
These five points should always be part of this section:
- Title (or several title ideas)
- Two to three line description of the direction the writer should take
- Outline, including headings and subheadings
- Word count
- Target audience
- Style guide
In the example above, you’ll see that this section kicks things off by providing the knowledge necessary to help the content creator formulate an idea of what’s being asked of them.
Be as clear and concise as possible, while understanding that there are other sections where you can share additional information.
In a perfect world, there’d be no competition for the topic you assign. But in the real world, you know this is never (or very rarely) the case.
Even if you’re tackling a relatively unknown angle in a less than popular niche, you’ll still have competition. After all, there are more than 2.98 billion indexed pages on the internet.
So, that’s why it's important to provide a competition section in your content brief. Here’s what you should include:
- Run a search for the keywords you’re targeting
- Make note of the top 10 to 20 search results
- Find similar content already published on the top competing websites
For this example, let’s take a look at what Google returns for the keyword string how to write a content brief.
We can see there are approximately 997 million results for this keyword. There are other factors at play to ranking for this term, but that alone tells you it's quite competitive.
From there, a review of the first page provides a clear idea of top competitors, the approach they’ve taken, and the type of content they’ve shared on the subject.
You should then review three to five of these top pages to help guide the details you share with your writer. For example, if you find that the average word count of the top results is 1,500 words, you can request that the writer reaches 2,000 or more to make your content more in-depth.
Another idea to consider is employing a competitive analysis tool, such as Clearscope. This tool does a lot of the keyword suggestion work for you, thus saving you time and ensuring you don’t overlook something of importance.
Here’s what you get when you run a search for content brief inside Clearscope:
You can use this information to guide the creation of your content brief, while also sharing it with the writer so they have a better understanding of what it will take for their content to perform alongside the top players.
Even if you expect the writer to perform a lot of research on their own, it doesn’t mean you shouldn’t help. By providing research on the topic, it’s easier for you to guide the manner in which the writer creates the content, which improves the likelihood of it aligning with your requirements.
This section can include, but is not limited to:
- Competitor links
- Resources to find content ideas
- Recent studies
- Recent statistics
- Related blog posts
You can’t (and don’t want to) include every piece of research in your brief, but it never hurts to give the writer a jump start.
The importance of the search engine optimization section depends largely on your content maarketing plans, but if it makes sense, you’ll want to share as much information with the writer as possible.
For example, when writing a blog post, the SEO section of a content brief is critical, as you want to give it the best chance possible of ranking at the top of the search engines.
The most important points include:
- Topic focus
- Primary and secondary keywords
- Keyword density
- Keyword placement
- Content structure, including the use of subheadings
- Internal links
- External links
- Meta description
While most of these details will vary from one brief to the next, some will have guidelines that always remain in place.
For instance, you may have strict rules about the type of external links to include, the number of internal links, and how often the primary and secondary keywords appear.
An example of this is Ahrefs for keyword research (and more). A search for content brief returns the following results:
Upon conducting a thorough review of the keyword, you’re able to better answer questions such as:
- Is the keyword worth pursuing from a volume perspective?
- Are there other keywords that are better to target? Other keywords to target in the same piece of content?
- How difficult will it be to reach the top of the search results?
The top search engine rankings don’t happen by mistake. It all starts with providing the necessary information in the content brief you share with your writers.
Who wants to read a giant block of text?
The answer is simple: no one!
That’s why every content brief should include a section for visuals.
It's important to note this is only necessary if you request that the writer provides visuals. If you plan on doing this in-house, after reviewing the content, you may not need to include it in the brief.
Some of the points to include:
- The types of visuals you want to include in the article (photos, infographics, charts, screenshots, etc.)
- The number of visuals
- The preferred placement of visuals
Maybe you want the writer to recommend a feature image, along with three to five others to include in a blog post. You can share this direction, along with a list of sites for finding images:
Since choosing the right images is often subjective, it’s best to share as many details as you can. For example, you could ask the writer to do one of the following:
- Share five images related to social media
- Share five images related to social media, with three of them logos of specific platforms and the other two screenshots from popular profiles
Which one sounds better to you? (Hint, it’s #2)
Ask for Feedback
Even if you’re impressed by the depth and clarity of your content briefs, it doesn’t necessarily mean your writers agree. And that’s why you need to ask for feedback. Ask questions such as:
- Are your content briefs clear and concise?
- Do they help you understand what is being asked of you?
- What is your favorite part of the briefs?
- What is one (or two) thing you would change in future briefs?
Maybe you find that your content briefs are hitting home with every writer. Or maybe you find a few holes that you can patch up to share better briefs in the future. You’ll never know until you ask.
Assuming a writer doesn’t need a content brief is a mistake. Just the same, providing a 2-3 line brief that includes no real direction doesn’t do anyone any good.
With the guidance above, you’re in a better position than ever to create effective content briefs for writers.
From there, you can sit back and track the results of your content creation efforts with our keyword rank tracker and prepare your next brief!