The template we use to brief writers. Includes target keyword, search intent, outline structure, and competitor analysis.
Why Content Briefs Matter
A content brief is the difference between getting usable content back and getting something you have to rewrite. It aligns the writer with your SEO goals, brand voice, and audience expectations before they write a single word. Without a brief, writers guess at keywords, miss the search intent, and produce content that doesn’t rank or convert.
Target Keyword and Search Intent
Every brief starts with a primary keyword and its search intent. Is the searcher looking for information (how-to), comparison (vs), or a solution (buy/hire)? This determines the entire content angle. Include 5–10 secondary keywords and semantically related terms. Use tools like Ahrefs, Semrush, or Google’s People Also Ask to find them.
Competitor Analysis
List the top 3–5 pages currently ranking for your target keyword. Note what they cover, their word count, content format (list, guide, comparison), and what’s missing. Your brief should specify how to match their depth while filling the gaps they missed. This is how you create content that earns a top-3 position.
The Outline Structure
Provide a detailed H2/H3 outline with guidance on what each section should cover. Don’t leave structure to the writer — they’ll follow whatever outline you give them. Include specific points to hit, data to reference, and examples to use. The more prescriptive the outline, the better the first draft.
Voice, Format, and Requirements
Specify your brand voice (professional but approachable, direct, no jargon). Define the target word count, formatting requirements (short paragraphs, bulleted lists, subheadings every 200–300 words), and any calls-to-action to include. Link to your style guide if you have one. The goal is to remove ambiguity so the writer can focus on quality.
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