How to Create a Content Brief

A content brief is a document that includes instructions, guidelines, and key information to guide a writer through the content creation process. In an SEO context, this document ensures that the article addresses the correct search intent, is properly formatted, and sufficiently covers the topic.

In this article, we explain everything you need to know about content briefs, from idea generation and keyword research to practical examples that will help you create the best content briefs for your writers.

What is a Content Brief?

A content brief is essentially a roadmap for writers. It contains guidelines and key information for creating targeted written content, such as blog posts, white papers, or social media posts.

Its purpose is to define the essential elements that writers need to ensure that each piece of content contributes to the overall content marketing strategy.

In a well-crafted content brief, you’ll typically find:

• Target Audience: Include demographics, interests, and pain points to help copywriters understand who they’re targeting. Surprisingly, not everyone does this!
• Primary and secondary keywords: These guide writers on which keywords to prioritize, sometimes suggesting their placement and frequency for SEO optimization.
• Ideal article structure: Recommendations on how to organize introductions, headings, and subheadings to meet both user and search intent.
• Analysis of existing search results: Insights into the top-ranked pages for your target keyword, helping writers identify content gaps and provide additional value.
• Suggested Meta Tags: Draft titles and meta descriptions that help search engines understand what the page is about and improve click-through rates in search engine results pages (SERPs).

Difference between Content Briefs and Creative Briefs

Content briefs guide the creation of written content, such as blog posts, video scripts, and social media posts.

Creative briefs, on the other hand, focus on visual deliverables, such as videos, landing pages, covers, and infographics.

Although they may seem similar, content briefs and creative briefs have different purposes.

Aspect	Example of Content Brief	Creative Brief Example
Example	SEO Article: “How to Create a Content Brief.” Includes: Target audience (content managers), keywords such as “content brief,” “how to write a content brief,” and recommended structure with sections on definition, importance, and examples of content briefs.	Nike Advertising Campaign: “Feel the Energy” Includes: Project objective (promote Nike’s new running shoes), target audience (active young people aged 18-34), key message (“unleash your power”), suggested visual elements (dynamic scenes of runners).
Components	Target audience, SEO keywords, search results analysis, and meta tags to ensure SEO-optimized content.	Project objective, audience demographics, brand tone, and visual style to align with Nike’s bold, active identity.
Approach	SEO optimization, keyword placement, and content structure to attract organic traffic.	Compelling visuals and brand messaging designed to captivate and inspire an athletic audience.
Example of Result	A search engine optimized blog post with valuable tips and sections explaining content briefs.	A 30-second video ad featuring dynamic scenes of people running and close-ups of Nike’s latest line of sneakers.

Components of a Content Brief

A solid content brief should include all the essential elements to guide writers. Here’s what you should include:

• Target Audience: Define who your readers are, their knowledge level, and their main pain points to help writers create relevant content.
• Tone and Voice: Specify your brand tone and voice (witty, formal, friendly, etc.) to ensure consistency in your content.
• Content Objectives: Identify the purpose of your content, such as increasing organic traffic, educating readers, or driving conversions, ensuring each piece has a clear goal.
• Primary Keywords: A list of primary keywords to guide SEO optimization and ensure content aligns with audience search intent.
• Secondary Keywords: Include related terms to broaden your reach and enrich your content, helping to capture different search intents.
• Internal Links: Suggested internal links to improve site navigation and direct readers to related resources.
• Content structure and preliminary outline: An outline with headings and subheadings that gives writers clear guidance on the flow of the content.

8 Steps to Writing an SEO Content Brief

A good SEO content brief includes much more than a main keyword, some headline ideas, and links to competitor articles for research.

Here are eight steps to creating an effective SEO content brief.

1. Choose a Theme

You can’t create a content brief without a topic. It’s like trying to bake a cake without ingredients.

The first step is to define what to write about.

When choosing a topic, make sure it aligns with your content goals and your audience’s interests.

For example, if you’re in the personal finance industry, you wouldn’t write an article about business finance, such as how to raise investment funds.

Instead, topics should include budgeting tips, retirement planning, and home insurance options.

To find topic and keyword ideas, conduct keyword research by entering a seed term, such as “personal finance,” into a keyword tool to discover relevant keywords and topics.

Staying on topic increases the likelihood of creating useful content for your audience.
<h3″>2. Identify the Search Intent

Before continuing, identify the search intent for your keyword and topic.

There are four main types of search intent:

• Informative: The user wants to learn more about a topic or product.
• Navigational: The user searches for a specific location or website.
• Commercial: The user is considering a purchase, but needs further research.
• Transactional: The user is ready to make a specific purchase.

Correctly identifying search intent is essential to improving your search engine rankings. If your content doesn’t address the right intent, you’ll not only provide users with the wrong information, but you’ll also struggle to rank in search engines.

To find the right search intent, search for your main keyword on Google and analyze what type of content appears in the top results.

Make sure the topics you choose fit into your overall content strategy. If they also have a medium-to-high search volume, that’s a great opportunity.

Defining search intent is one of the most important steps to improving SEO performance.

3. Research your topic

While a good writer thoroughly researches a topic, the content team should also do so when creating a content brief.

This ensures that the key points are included in the article.

Some ways to research a topic include:

• Read competitor blogs.
• Check out forums like Reddit and Quora.
• Watch videos on YouTube.
• Listen to relevant podcasts.
• Consult with sales and customer support teams to identify common questions and pain points.

4. Analyze the SERPs for Keywords, Length, Structure, and Headings

Use Google to analyze search engine results pages (SERPs). This will help you identify ideal keywords, structure, and headings for your content brief.

Start by analyzing the first search results.

For example, if your main keyword is “personal finance,” click on the first results and take note of the following:

• Content length (word count).
• Article structure (is it a list, a step-by-step guide?).
• Design and format.
• Headers used.
• Secondary topics covered.
• Citations or references to experts.

To identify which keywords to include in your content brief :

1. Write down the keywords used in strategic places like the URL and H1 (these are your main keywords).
2. Look for long-tail versions in H2 tags.
3. Identify semantically relevant keywords to include in the body of your content.

5. Outline the Headings and Key Points

When creating a content brief, add main headings and subheadings. This helps ensure comprehensive coverage of the topic, improves SEO, and keeps the writer focused.

You can find headline ideas during keyword and topic research. You can also discover relevant headlines by analyzing the SERPs in the previous step.

A useful strategy is to search for your main keyword on Google and look at the “Other questions users ask, ” “Related searches,” and Google’s autocomplete feature.

After defining your headings, add key points under each one to ensure complete coverage of the topic.

Additionally, organize headings logically to improve readability and SEO.

For example, if you’re writing an article about “what is keyword research,” your first H2 shouldn’t be “how to evaluate search volume.” Instead, you should start by explaining what keyword research is and why it’s important.

6. Provide References

Add reference articles to guide the tone, information, and inspiration of your content. These will typically be articles from competitors that rank for your chosen keyword.

You can find these articles by searching for your main keyword on Google and reviewing the first 3-5 results (avoid paid ads).

For example, if your keyword is “what is a business bank account?”, review the top search results. If they’re relevant, add them as a reference in your content brief.

You can also search for keyword variants to find similar articles. Tools like Google Trends can help you discover new keywords and related topics.

7. Include Case Studies and Specific Examples

Sometimes, you’ll work with writers who aren’t familiar with your niche or industry.

In these cases, it is helpful to provide case studies, statistics, and other examples that can be included in the content.

Even if the writer is familiar with the niche, adding specific case studies helps ensure comprehensive coverage of the topic and allows for key points you want to highlight in the final article.

For example, if you’re writing about content pruning, you might add a note to your content brief to include a LinkedIn post with a real-life case study.

You can also add links to case studies or academic articles. This is especially useful for posts on sensitive topics like health and wellness.

To find academic references, use Google Scholar or sites like PubMed.

8. Identify Internal Pages to Link to

Add relevant internal links to pages and blog posts in your content brief. This helps improve topical authority and strengthens your website’s internal linking structure. It also provides additional resources for the writer during the research process.

Including these links in the content helps keep the writer focused and avoids the need for multiple revisions before publication.

To find relevant anchor texts for internal links, use a custom Google search:

site:yourwebsite.com “keyword”

You can indicate this technique in your content brief so that the writer can also find and add relevant internal links while writing.

Content Brief Examples

Here are two successful content brief examples that can help you understand how an effective outline should be structured.

Example 1:

Qualification:

How to Build a Winning B2B Sales Strategy

Aim:

Guide sales managers and executives in developing a strategic B2B sales plan to increase conversions and revenue.

Target Audience:

• Sales Managers
• Sales executives
• Business development professionals
• B2B Marketers

Scheme:

Introduction to B2B sales strategy

• Definition and importance of a B2B sales strategy
• Benefits of having a structured sales plan

Understanding your market and customers

• Conduct market research to identify potential customers
• Analyze customer needs and pain points
• Segment the market for personalized approaches

Establish clear sales goals and objectives

• Importance of setting SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound)
• Align sales goals with overall business objectives

Develop a value proposition

• Create a compelling value proposition for B2B buyers
• Differentiate yourself from the competition

Building a strong sales team

• Recruit and train sales talent
• Promote a culture of learning and continuous improvement

Create a sales process and pipeline

• Design a sales process step by step
• Manage and optimize the sales pipeline for greater efficiency

Take advantage of technology and tools

• Use of CRM systems and sales automation tools
• Analyze data for strategic decision-making

Implement sales enablement strategies

• Provide sales teams with adequate resources and training
• Align sales and marketing efforts for better results

Measure and analyze sales performance

• Key metrics for evaluating sales performance
• Using analytics to optimize sales strategy

Adapt to market changes

• Stay agile and respond to market trends
• Continually update the sales strategy based on feedback and results

Call to action:

Motivate readers to evaluate their current sales strategy and implement the steps outlined to improve their B2B sales success.

Tone and Style:

• Professional and informative
• Motivating and attractive
• Using real-world examples and case studies

Extension:

Approximately 1,500 – 2,000 words

Keywords:

B2B sales strategy, sales plan, sales objectives, sales process, sales enablement, CRM, sales performance.

Example 2:

Qualification:

Maximizing ROI with Email Marketing Campaigns: Strategies for Success

Aim:

Provide practical strategies and insights for businesses to create highly effective email marketing campaigns that generate engagement, retain customers, and maximize return on investment ( ROI ).

Target Audience:

Entrepreneurs, marketing professionals, and digital marketing specialists looking to improve their email marketing strategies and campaign performance.

Tone and Style:

• Informative, professional and attractive
• Clear and concise language
• Inclusion of examples and practical advice

Scheme:

Introduction

• Importance of email marketing in today’s digital environment
• Potential ROI benefits of well-executed campaigns
• Purpose of the article: to provide strategies to maximize ROI

Understanding your audience

• Importance of audience segmentation
• How to create buyer personas for personalized messages
• Tips for collecting and analyzing customer data

Create engaging content

• Key elements of a high-performing email (subject, body, CTA)
• Best practices for writing engaging and personalized content
• Examples of successful email campaigns

Design and user experience

• Importance of design in capturing attention and conversion
• Tips for mobile optimization and responsive design
• Importance of A/B testing on design elements

Automation and customization

• Benefits of using automation tools in email marketing
• Strategies for personalizing emails on a large scale
• Examples of automation flows (welcome, abandoned carts)

Measure success and optimize campaigns

• Key metrics for evaluating campaigns (open rate, CTR, conversions)
• How to analyze performance and identify areas for improvement
• Testing and tuning strategies for continuous optimization

Conclusion

• Summary of the key points discussed
• Importance of strategic planning and execution in maximizing ROI
• Motivating readers to implement the strategies and monitor their results

Call to action:

• Invite readers to share their experiences or questions in the comments.
• Encourage people to subscribe to the blog to receive more information about marketing.

Tips for Writing an Effective Content Brief

Here are five best practices to ensure your briefs are as effective as possible:

1. Provides a detailed overview

Include essential elements such as a tentative title, a brief description, an outline with main headings, the target audience, and the desired length. This will guide the writers from the beginning.

2. Specify the target audience

Create a clear audience profile so the copywriter knows exactly who they’re targeting. Include demographic details, pain points, and interests for better message alignment.

3. Define clear extension expectations

Indicates a recommended length based on competitor analysis and the depth needed to cover the topic without unnecessary content. This helps balance quality and SEO needs.

4. Includes essential SEO elements

Provides primary and secondary keywords, suggested internal links, and content structure guidelines to help you meet SEO requirements.

5. Use a style guide

Reference a style guide or provide guidance on tone and voice to maintain consistency with your brand identity across all content.