Content briefs are documents which essentially provide an outline and roadmap of any content related project and are especially helpful in the digital marketing context. They help to shape the content strategy, define the goal and provide a brief of parameters and guidelines to inform the creation process, as well as a sense of what the intended audience is.
A content brief should include things like the topic, project and audience for the content, as well as the objectives and critical performance indicators (CPIs). It should also list the pieces of content that need to be created, including such things as blog posts, social media posts, infographics, presentation slides or even an eBook or white paper. The brief should include details about the length for each of these pieces of content, the tone of voice, the style and any research that needs to be undertaken.
The following are tips and guidelines to keep in mind when producing a content brief:
Define the Audience: It’s essential to have a clear idea of who the audience is and to build the content with that particular audience in mind. This understanding helps to define the basics of the content, its purpose, style, tone and essential information that is to be included.
Set the Goals: Establish a set of goals and measurable objectives against which the success of the content can be assessed.
List the Content: It’s important to have a clear idea of all of the content pieces that need to be created and understand the context for each. Content pieces should be organised into different categories, such as blog posts, social media posts, vanity content etc.
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Establish Deadlines: When producing a content brief, it’s important to build in leeway for the content producer to take the lead in terms of its creation. However, it’s also essential to communicate a realistic timeline of deadlines to ensure that content is produced on time.
Define the Parameters: A content brief should set out specific parameters and guidelines that the publisher should adhere to when producing the content. This could include things like the words or characters that are to be included, the tone, style or topic for the content.
Research Requirements: A content brief should also clearly stipulate any research requirements that need completing before the content is produced. This could include interviews, surveys and competitor research or even the need to verify facts and figures.
Format Details: The brief should also clearly define the delivery format for each of the pieces of content, as well as the channels through which it is to be distributed. This could include things like email, social media or even an online publication platform.
Link to Social Media Accounts: It’s important to link any content to the relevant social media accounts in order to maximise reach and engagement.
Make Promotional Plans: A content brief should also include promotional plans such as influencer outreach, social media campaigns and partnering with other publications or websites.