How to Create a Content Brief in 5 Steps for Better Results

Creating a content brief is an essential part of the content creation process. It sets the direction for your project, ensuring everyone involved is on the same page and working towards the same goals. A well-crafted content brief can save time, reduce misunderstandings, and lead to higher quality content. Here are five steps to create an effective content brief:

1. Define Your Objectives

The first step in creating a content brief is to define your objectives. Clearly outline what you aim to achieve with the content. Are you looking to increase website traffic, generate leads, boost brand awareness, or educate your audience? Be specific about your goals, as this will guide the entire content creation process.

Key Considerations:

• Purpose: What is the primary purpose of the content? Is it to inform, entertain, persuade, or sell?
• Audience: Who is your target audience? What are their interests, pain points, and preferences?
• KPIs: What key performance indicators will you use to measure the success of the content? Common KPIs include page views, engagement rates, conversion rates, and social shares.

2. Outline the Content Structure

Once your objectives are clear, outline the structure of the content. This includes the type of content (e.g., blog post, infographic, video), the main sections or headings, and any specific points that need to be covered. Providing a detailed structure helps writers and designers understand the flow and ensures all necessary information is included.

Key Considerations:

• Content Type: Determine the format that best suits your objectives and audience. Different formats work better for different purposes.
• Headings and Subheadings: Break down the content into manageable sections with clear headings. This helps with readability and organization.
• Key Points: List the key points or messages that need to be included. This ensures that important information is not overlooked.

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3. Specify Tone and Style

The tone and style of your content should align with your brand voice and resonate with your audience. Clearly specifying these elements in the content brief helps maintain consistency across all your content pieces.

Key Considerations:

• Tone: Should the content be formal, conversational, humorous, authoritative, or friendly? The tone should reflect your brand’s personality.
• Style: Are there any specific style guidelines to follow, such as language preferences, sentence structure, or formatting rules?
• Examples: Providing examples of similar content that matches your desired tone and style can be very helpful for the content creator.

4. Provide Background Information

Give the content creator all the background information they need to understand the context and create accurate, high-quality content. This includes any relevant research, data, or sources that should be referenced.

Key Considerations:

• Research: Include links to existing research, articles, or data that support the content.
• Brand Information: Provide background on your brand, including mission, values, and any unique selling points.
• Competitor Analysis: Share insights on how competitors are addressing similar topics and what you can do differently or better.

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5. Set Clear Deadlines and Deliverables

Clearly outline the deadlines and deliverables in your content brief. This ensures that everyone knows what is expected and when, helping to keep the project on track.

Key Considerations:

• Timeline: Provide a detailed timeline for the content creation process, including draft deadlines, review periods, and final submission dates.
• Deliverables: Specify what the final deliverable should include, such as word count, format, and any accompanying visuals or multimedia elements.
• Approval Process: Outline the approval process, including who will review the content and how feedback will be communicated.

Conclusion

Creating a content brief might seem like an extra step, but it’s an investment that pays off by ensuring clarity, consistency, and quality in your content creation process. By following these five steps—defining your objectives, outlining the content structure, specifying tone and style, providing background information, and setting clear deadlines and deliverables—you can create an effective content brief that guides your team to success.