5 content brief examples writers love [With images]

Content briefs are a writers' best friend, but only when done right. 

Their power lies in both what they contain and what they avoid.

To help you master this art, I'll help you explore the dos and don’ts of content briefs: why they're effective, how to get writers to nail content, and what you can do to make them their primary source of inspiration.

Why content briefs are so effective

Content briefs contain a set of instructions provided to writers and content creators to guide them in producing content.

It's as simple as that.

Their primary purpose is to ensure that the content aligns with the goals, messaging, and style of the brand commissioning it.

A typical content brief includes:

• Topic and title, defining the subject of the content;
• Objective, stating the purpose of the content, such as promoting a product or service;
• Target audience, e.g. "professional B2B marketers";
• Key messages, outlining the key points or messages that the content should convey;
• Tone and style (e.g., formal, informative, conversational);
• Keywords and SEO requirements, providing relevant keywords and any specific SEO guidelines when the content is intended for search engine optimization;
• Content structure, including headings, subheadings, and sections;
• Content length, e.g. word count;
• Visual elements, if any images, videos, or infographics should be incorporated;
• Branding guidelines, outlining any brand-specific messaging.

So, how do you make sure that the content you commission is both an asset to your brand and an original, informative resource?

First things first: 5 examples of what NOT to do with a content brief

Let’s go over some common mistakes when creating content briefs:

Bad example #1: Obsessing over brand guidelines

Endless content guidelines may seem like the path to perfection, but inundating your brief with too many rules can lead to disagreements and "flat", rigid content that doesn't feel good to read.

A writer faced with an overwhelming set of content guidelines—each outlining specific restrictions and expectations—might end up feeling constrained, suffocated by the weight of rules and conditions.

Writing content guidelines with dozens of links is never a good idea.

This can stifle creativity and discourage them from fully engaging with the content creation process.

Instead of giving a bunch of style rules, just tell writers the tone you want, the positioning against that topics, and a few basic rules like whether to use Title Case or Sentence case for headings, word counts, and preferred formatting like bullet points and quotemarks for citations.

By concentrating on a handful of key brand rules, you give writers with a strong foundation, not a set of restrictions.

Bad example #2: One-liner content briefs

On the other hand, a short, one-liner brief might seem efficient, but it's an expectation killer. You might think to get X as a final result but the writer will almost always deliver Y. They won't have enough information.

Don't commission briefs that look like this:

Title: "Social Media Trends 2023" Description: Write a 1,200-word article about the upcoming social media trends for 2023.

This doesn’t give the writer enough information to write an insightful article that links the topic to the value your brand provides.

Context is key.

A good brief should not only explain what you want but also why you want it. You should highlight certain aspects of the article such as its purpose, target audience, and expected outcomes.

Only contextual direction tells writers how to create content to help you reach your goals. Offer your writers a clear sense of the content's importance within the broader marketing strategy.

Bad example #3: Giving writers complete freedom

Giving writers complete creative freedom may seem liberating, but it can also be disorienting. This is not only detrimental for the writer—who ends up wandering aimlessly—but it can especially become a problem for you as you end up with articles that are not useful to your content strategy.

Again, it’s a delicate balance between giving the writers some structure, but not too much that it limits their creativity.

Although the brief above works, not using an outline can offer too much freedom.

Establishing clear, targeted topics (which don't have to be just SEO-related), guiding the writer on search intent, and giving a few preliminary headings in a structured outline will help you ensure that their creative efforts are in harmony with your objectives.

These boundaries and rules don't limit the writer’s creativity—they channel it. It leaves a writer enough wiggle room for them to explore their creative interpretations and express their unique voice.

In this way, their creative efforts are preserved.

Bad example #4: Overstuffing briefs with SEO terms

SEO is undoubtedly important, but inundating your content brief with excessive SEO data can be counterproductive.

In your content brief, provide only essential SEO data.

It’s better to prioritize the content's substance and value first. 

Writers should be encouraged to create content that informs, educates, entertains, or inspires your target audience.

The brief from Writing Studio provides just the right amount of SEO information.

The heart of the content should revolve around providing valuable insights to people, not search engines.

The role of SEO should be recognized as a content ideation tool (via keyword research) followed by post-writing optimization.

Here's some key SEO data you can provide in your content brief:

• Primary target topic: This serves as a central focus for the content and guides the writer in shaping the narrative.
• Related topics: Relevant subtopics that writers can incorporate, this expands the content's scope while remaining coherent.
• Search volume (optional): This data gives writers an understanding of how often users are searching for the content's topic, helping them understand its relevance and potential reach.

By providing this essential SEO information, you give writers a clear sense of the competitive landscape on search engines like Google.

They can appreciate the significance of optimizing the content for better search rankings while prioritizing valuable, reader-focused content.

Bad example #5: Over-reliance on briefing AI

AI tooling has undeniably changed many aspects of content creation.

These tools can assist in tasks like data analysis, content generation, optimization, and brief / outline building.

However, it's important to understand that AI has not yet reached the point where it can entirely replace human touch.

Not in the slightest.

When creating content, you have to treat AI as a powerful assistant: it can handle a good portion of the workload, but it can’t take over writers.

Since AI operates based on data and patterns, it is a good candidate for producing baseline outlines (with a few modifications on your end).

But it often misses the broader narrative. 

Let AI tools structure the outline, edit it to bring in some of your brand's unique angle (positioning), and then let the writer tackle each section.

Doing it right: 5 content brief examples that'll make writers happy

Now, let me show you how to create an effective content brief.

Good example #1: Focus on the brief outline

Outlines serve as the scaffolding for exceptional content.

Even if other elements are absent, a well-structured outline can serve as a solid foundation for the content, ensuring that it flows logically, covers all critical points, and maintains a clear and engaging narrative.

It's like creating a blueprint before constructing a building.

It establishes the framework that prevents content from rambling aimlessly and ensures that it aligns seamlessly with your brand's goals. 

For instance, if a content brief pertains to "b2b brand strategy," the outline should break the content down into sections:

E.g.

• Your B2B brand strategy is all about great positioning
  • Start from your target audience
  • Know about your competition
  • ...
• Drafting an effective B2B go-to-market strategy
  • Why GTMs are the hardest thing to pull off
  • Marketing your B2B solution with confidence
  • ...
• Getting your B2B brand to deliver returns
  • Hiring the right talent for your strategy
  • Measuring performance regularly
  • ...

For each section, provide comments to guide the writer:

"In the positioning section, focus on how great targeting and product-market fit ensure a successful brand strategy..."

This level of detail and insight turns the outline into a powerful tool that inspires writers to research the right things. It guides them and helps them grasp the nuances and expectations of the content.

Good example #2: Make your brief rich with context

To make sure that the article really resonates with your brand’s identity, you need to enlighten writers with your unique perspective and insights. 

You can emphasize relevant product details, highlight your brand’s distinctive stance on a topic, and even share screenshots that can help your writer understand what you need from the article. 

Don’t keep your writers in the dark, share insights with them!

Providing context under "search intent" helps writers nail the angle.

By providing rich context in your content brief, you offer writers vital information that goes beyond mere data and facts.

It's a window into the essence of your brand, helping writers appreciate the deeper meaning and significance of the content they are creating and making them feel like they’re part of the bigger picture and really contributing to your brand’s success.

Good example #3: Set delivery expectations

Most content briefs are destined for freelance writers, so make sure your briefs contain clear expectations regarding deadlines and deliverables.

Specify whether the writer is responsible solely for the writing, or if research and other components are expected. Clarity here ensures a smoother working relationship and helps writers meet your expectations.

When your writers understand your expectations, they can organize their workload and calendar, focus on research and prepare for revisions.

Additionally, this clarity empowers writers to provide their best work.

They can focus on crafting high-quality content without unnecessary distractions, endless restrictions, or uncertainties.

Good example #4: Let the writers do the research

Part of the beauty of working with talented writers is their ability to conduct in-depth research.

While it's helpful to provide a starting point with a few high-quality sources and ideas you know to be valuable, don't curate their entire research library. Provide only a few sources as a starting point.

Give writers room to explore and find their sources that resonate with their unique style and perspective. Here's how you can effectively manage the research aspect of your content brief:

A content brief with "internal and external links" helps the writer guide their research.

• Provide a starting point: 
  To kickstart the research process, offer writers a solid starting point. Share a few high-quality sources (3 or 4 links) and ideas that you know to be valuable and relevant to the topic.

Make sure you don’t include any of your competitors in these initial sources. Provide expert associations, small consultants, helpful videos that don't oversell... These sources can serve as foundational references, offering a reliable basis for their research.

It helps writers understand the core concepts, trends, or key data points that should be incorporated into the content.

• Encourage exploration: One of the writers' biggest strengths lies in their ability to explore and discover unique insights. 

Leave room for writers to go beyond the initial suggestions and seek out additional references that align with their unique style, voice, and perspective. They may have some preferred sources they like to use and websites they trust more than others already.

This independence also allows them to uncover hidden gems, fresh angles, and lesser-known data points that can enrich the content.

By adopting this approach, you empower writers to be active participants in the content research and creation process.

Good example #5: What is this brief accomplishing?

Effective content briefs align writers with the bigger picture—the marketing objective. Writers love knowing what they are contributing to.

Here's how you can create content briefs that serve as guiding lights for writers and ensure they appreciate the broader context:

• Concrete data for clarity: This should include key performance indicators (KPIs) that tie the conten's success. Specify the search intent and search volume you are targeting for the content. This information not only informs writers of the content's expected reach but also gives them a sense of its relevance and importance.
• Impact within the topic cluster: Outline the expected impact of the content within the larger topic cluster or content strategy. By providing this insight, you offer writers a clear understanding of their piece within a larger story, highlighting again its importance.

• Competitiveness on Google: Shed light on the competition against top-ranking content on search engines like Google. What unique value does your brand bring to the table? This data helps writers create content that differentiates your brand from competitors.

Every word writers craft is not just an isolated contribution; it is a piece of the puzzle that leads to the realization of your content objectives.

This sense of purpose motivates writers and encourages commitment, as they understand how their work directly impacts your brand's success.

Recap of content brief data

Each part of the content brief serves a distinct meaning.

Let’s recap which role each element of the brief plays in making sure the writer delivers effective content for your brand:

Take your content briefs to the next level

The art of crafting effective content briefs requires a fine balance between providing guidance and allowing creative freedom.

Avoid the common mistakes of stifling guidelines, creative freedom for the writers, and overreliance on AI.

Instead, opt for context-rich, well-outlined, and transparent briefs.

This way, you empower writers to produce remarkable content that captures your brand's essence, resonates with your target audience, and drives your business objectives forward.