Content Brief, the Key to a Successful Marketing Campaign

Content Brief, the Key to a Successful Marketing Campaign

Generally, growing companies will assign marketing tasks to freelance teams. Well, so that their performance can meet expectations, the company needs to design a content brief.

This document will be used as a guideline for freelancers when they are on duty.

To make one, there are a few things you should consider. What are the components that should be included? Why is creating a content brief so important in running your content marketing activities?


What is a content brief and why is it important?

A content brief is a document that outlines the goals, objectives, target audience, and other important details for creating content. It serves as a guide for content creators and ensures that the content aligns with the desired goals and meets the needs of the target audience.

The document includes all the content-related information that marketers need to work on and will usually be designed by content strategists or editorial managers.

The information included is not only about editorial direction, but also instructions for SEO purposes.

Therefore, the creation of this document requires sensitivity and detailed knowledge about the content and campaign plan.

The designer must include editorial plans as well as SEO strategies in the balanced instructions.

If one of the two aspects is left out, the marketer's performance will be sloppy and the campaign may fail.


What should be included in a content brief?

A content brief should include the project goals, target audience information, key messaging, tone and style guidelines, content format(s), desired outcomes, deadline, and any additional specifications or requirements.

A content brief should include the following:

  1. Project overview: A clear description of the project, including the goals, target audience, and key messages.
  2. Content goals and objectives: Clearly defined goals for the content, such as increasing brand awareness, driving traffic, or generating leads.
  3. Target audience information: Detailed information about the target audience, including demographics, interests, and pain points.
  4. Tone and style guidelines: Instructions on the desired tone and style of the content, such as formal, casual, or humorous.
  5. Key messaging: Key points that the content should communicate to the audience.
  6. SEO requirements: Any specific keywords, phrases, or SEO guidelines that should be followed.
  7. Content format and length: Instructions on the format of the content (e.g., blog post, infographic, video) and the desired length.
  8. Brand guidelines: Any specific brand guidelines that should be followed, such as logo usage, color schemes, and font choices.
  9. Deadline and delivery requirements: Clear deadlines for the content and instructions on how it should be delivered.
  10. Revision process: Instructions on how revisions will be handled, including the number of revisions allowed and any specific feedback requirements.


How do I create a content brief?

Creating a content brief involves summarizing the key points and goals for a particular content piece or project. It serves as a guide for content creators, outlining the purpose, target audience, style, and structure of the content. Here's a step-by-step guide on how to create a content brief:

1. Define the purpose

Clearly state the reason behind creating the content. Is it to educate, inform, entertain, or persuade? Understanding the purpose helps set the tone and direction for the content.

2. Identify the target audience

Determine who the content is intended for. Consider demographic information such as age, gender, interests, and knowledge level. Understanding the audience helps tailor the content to their needs and preferences.

3. Set specific goals

Outline the objectives you want to achieve with the content. It could be increasing brand awareness, driving website traffic, improving engagement, generating leads, or any other specific goal you have in mind.

4. Research and gather information

Conduct thorough research on the topic or subject of the content. Gather relevant facts, statistics, and supporting data to help make the content accurate and informative.

5. Content structure and format

Decide on the structure and format of the content. Define sections, headings, and subheadings, if required. Determine if the content will be in the form of an article, blog post, video script, infographic, social media posts, or any other format.

6. Determine the tone and style

Specify the tone and style of the content. Consider whether it should be formal, informal, conversational, authoritative, or any other style that aligns with your brand and resonates with the target audience.

7. Keywords and SEO considerations

If the content will be published online, identify relevant keywords to incorporate into the content for search engine optimization (SEO) purposes. Determine primary and secondary keywords based on search intent and volume.

8. Specify key messages or key takeaways

Clearly outline the main messages or takeaways you want to convey through the content. This helps ensure the content remains focused and delivers the intended message to the audience.

9. Set deadlines and guidelines

Establish deadlines for the content creation process. Additionally, provide any specific guidelines or requirements related to word count, formatting, citation style, and any other necessary instructions.

10. Review and approval process

Define the steps involved in the review and approval process of the content. Specify who will be responsible for reviewing and approving the content and how feedback and revisions will be communicated.


Who is responsible for creating the content brief?

Generally, the responsibility of creating a content brief lies with the content strategist, marketing manager, or the project lead. They collaborate with the stakeholders, including the creative team, subject matter experts, and other relevant parties, to gather the necessary information and insights.


How does a content brief help in ensuring the quality of the content?

A content brief provides clear guidelines and expectations for content creators. It helps them understand the project objectives, target audience, and desired outcomes, which enables them to produce content that aligns with the goals. It also serves as a reference point to ensure consistency in messaging, tone, and style, thus maintaining content quality.


Are there any templates or examples available for creating a content brief?

Yes, there are various templates and examples available online that can help you create a content brief. These templates serve as a starting point and can be customized according to your specific requirements. Some content marketing tools and platforms also have built-in templates for creating content briefs.

Here's a basic outline to help you get started:

1. Project overview:

  • Provide a brief summary of the project, including its goals and objectives.
  • Mention the target audience and any specific requirements or guidelines to follow.

2. Background information:

  • Include any background details or context necessary for the content creator to understand the subject matter.
  • Specify the tone, style, and preferred writing approach (e.g., formal, conversational, technical).

3. Content specifications:

  • Outline the specific deliverables required, such as blog posts, articles, social media updates, or website content.
  • Specify the word count or estimated length for each piece.

4. Key messages or themes:

  • Highlight the main points or themes that the content should address.
  • Identify any key keywords or phrases to be included.

5. Formatting and structure:

  • Provide instructions on how the content should be organized or structured.
  • Mention any subheadings, bullet points, or lists to be used.

6. Visual elements:

  • Indicate if any images, videos, or graphics need to be included and provide guidelines (if applicable).

7. SEO considerations:

  • If the content will be published online, mention any specific SEO requirements or keyword optimization instructions.

8. Deadline and timeline:

  • Specify the deadline for the content submission.
  • If there are multiple pieces, outline the timeline for each individual deliverable.

9. Additional resources and references:

  • Include any relevant links, documents, or resources that the content creator should refer to while working on the project.


By providing clear and detailed information, a content brief helps ensure that the content creator understands the expectations and can deliver content that aligns with the organization's goals and brand voice. This ultimately leads to more effective and targeted content that resonates with the intended audience.