Most disappointing articles are not the writer’s fault alone. When a writer receives nothing more than a keyword and a word count, they have to guess at the audience, the angle and what the finished piece is meant to achieve. A good content brief removes that guesswork. It takes perhaps half an hour to put together, and it saves rounds of revisions later. Here is what a useful brief contains, whether you are commissioning a single article or a whole series.
Start with the goal and the reader
Every brief should open with two plain statements: what the article is for, and who it is written for. “Explain our service to small business owners who have never hired a writer” gives a writer far more to work with than “blog post about content writing”. The goal shapes everything that follows, from the tone to the call to action at the end.
Describe the reader in practical terms. What do they already know? What problem brought them to the page? Are they comparing options or trying to learn the basics? A beginner and an experienced marketer need very different articles on the same topic, and the writer cannot tell which one you want unless you say so.
Define the topic, angle and search intent
Next, set out the topic and the angle you want. If the article is meant to rank in search, include the main keyword and a few related phrases, but also explain the intent behind them. Someone searching for “how to start a blog” wants steps, while someone searching for “best blogging platform” wants a comparison. Matching that intent matters far more than how many times a phrase appears.
It also helps to mention what already ranks for the topic and what you want to do differently. A clear angle, such as a beginner’s checklist or an honest look at common mistakes, keeps the piece from becoming a copy of everything else on the subject. Our article on content strategy and SEO covers how individual pieces fit into a wider plan.
Suggest an outline, not a script
A short outline of the main sections shows the writer what ground to cover and in what order. Keep it as a suggestion rather than a fixed script. Good writers often spot a better structure once they start researching, and a brief that leaves no room for judgement tends to produce flat, mechanical copy.
Note anything that must be included, such as a product feature, a definition or a question your customers often ask. Just as important, note anything to avoid: claims you cannot support, competitor names, or topics that belong in a different article.
Share sources, voice and the practical details
If the writer needs internal knowledge, put it in the brief: product details, process descriptions, approved figures and the name of someone who can answer questions. Point to trustworthy sources for anything the writer must research, and make clear that facts need checking before the draft is submitted.
For voice, a link to one or two existing pages you like is worth more than a list of adjectives. Say whether the tone should be formal or relaxed, whether to address the reader as “you”, and whether a style guide covers spelling, headings and formatting. Then add the details that are easy to forget:
- Target length, given as a range rather than an exact number.
- Deadline and the number of revision rounds included.
- Internal pages to link to and the call to action, if any.
- Whether you also need a title, meta description or image suggestions.
- File format and how the article should be delivered.
Conclusion
A content brief is a small investment that pays off in fewer revisions and in articles that actually do their job. Start with the goal and the reader, be clear about intent and angle, and give the writer the facts and examples they need. If you would rather hand the planning and writing to someone else, our services page explains how we work with clients.