A content brief is a document that sets out expectations for an entire content marketing campaign, or an individual piece of content, like a blog post or Facebook campaign. It contains everything that the creators and marketers will need to implement the content correctly and stay in line with marketing goals.
To ensure that your content reflects your brand, its purpose, and its values, each piece of content should be created under a cohesive standard of quality – which includes maintaining a unique brand voice and consistent editorial style.
The best content briefs seamlessly combine editorial direction and content strategy to ensure every piece of content is both well-written and primed to drive SEO results.
What to include in a content brief
When creating a brief for a content marketing campaign you need to think about what you are trying to achieve with your campaign. Are you trying to position yourself in the market or are you going for brand awareness?
What are the key messages you are trying to communicate? What action do you want the potential customers to take?
A good brief will include your marketing objectives for your whole campaign, your KPIs for the campaign. Think about how you intend to measure the success of the campaign will it be by, email sign-ups, traffic to your website or products purchased or an increase in sales.
Think about your audience and say who they are. What sort of things might appeal to them? Using analytics, you can state in your brief the type of campaign that has worked better for you in the past be it online or digital or a mixture of both.
Don’t forget to include your budget. Will it stretch to billboards, magazine ads or video content?
Thinking about the content you want to include; will it be created from scratch or will you want to use content owned by someone else? Do you have permission to use this content?
What skills and resources do you have available? Will you have to buy these in?
Remember to include target deadlines.