Definition
A content brief is a document provided to a content creator (such as a writer, designer, or video producer) that outlines the key details and requirements for a specific piece of content. The brief serves as a guide to ensure that the content meets the objectives of the marketing strategy and is aligned with the brand's voice and target audience's needs.
Key Elements of a Content Brief
- Title/Headline: Suggested title or headline for the content piece.
- Purpose/Objective: The primary goal of the content, such as to inform, educate, entertain, or convert.
- Target Audience: A description of the demographic and psychographic characteristics of the intended audience.
- Key Messages: The main points or takeaways that the content should convey.
- Tone and Style: Guidance on the voice and style to match the brand and resonate with the audience.
- SEO Keywords: A list of target keywords to optimize for search engines, if applicable.
- Content Format: The format of the content (e.g., blog post, infographic, video) and any structural elements like headers, bullet points, or callouts.
- Length: The expected word count or duration for the content.
- Visual Elements: Any required images, graphics, or branding elements that should be included.
- Call-to-Action (CTA): Instructions on the desired action the audience should take after consuming the content.
- Competitor Content: Examples of similar content from competitors for reference and differentiation.
- References/Resources: Links to research, data, or other resources to inform the content creation.
- Deadline: The timeline for when the content needs to be completed and submitted for review.
Creating a Content Brief
- Identify the Content Goals: Determine what you want the content to achieve in alignment with your overall marketing strategy.
- Understand the Audience: Research and define who the content is for and what their interests and pain points are.
- Define the Content Scope: Specify the topic, angle, and key points that the content should cover.
- Outline SEO Requirements: Include keyword research and any other SEO strategies that the content should incorporate.
- Set the Tone and Style: Provide guidelines on the brand voice and any stylistic preferences.
- Detail the Format and Structure: Describe the preferred content format and any structural guidelines.
- Include Visual Requirements: Explain any visual content needs and branding guidelines.
- Set a Timeline: Provide a clear deadline for the content creation process, including checkpoints if needed.
Conclusion
A well-crafted content brief is essential for ensuring that the content created aligns with the brand's goals, resonates with the target audience, and fulfills the intended purpose. It provides a clear roadmap for content creators to follow and helps maintain consistency across different pieces of content. By taking the time to develop a comprehensive content brief, marketers can improve the effectiveness and efficiency of their content production efforts.
