How to Write Content Briefs

Marketers are all too familiar with receiving vague requests. They’re also used to editing work for colleagues who have misunderstood what was asked of them. These situations can be easily avoided by offering clear instructions at the start of a project.

Concise briefs improve standards and increase efficiency. Poorly briefed tasks lead to re-writes, strained relationships, and a dent in team morale.

To avoid this happening in the future, here are a few tips…

Highlight the Problem
In a nutshell, what is the aim?
Put It Into Context
A few sentences about how the work contributes to wider marketing goals.
State Your Expectations
Whether it’s a snappy title or a whitepaper, it’s essential to detail parameters such as format, word count and tone of voice.
Set a Realistic Time Scale
Allow time for research and proofing. Meeting a word count is easy. Becoming informed about a topic and working a piece up to presentation level takes time.

Example

Client: Nike
Task: Add fresh copy to Nike.com/jackets/windrunner
Problem:  Windrunner product page has lost visibility. Fresh content required to improve performance
Goal: This will contribute to meeting our quarterly target – increase visitors to the Jackets category
Format: Text only, include H2’s
Word Count: 400 words
Tone of Voice: Refer to brand guidelines (attached)
Timescale: 2 Hours