How to Write Content Briefs

Scott Beaman | January 16th 2019


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 an inevitable dent in morale – in the long term, it costs unnecessary time and money.

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.


Client: Nike

Task: Add fresh copy to

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