If you wish to publish extra weblog content material, it’s essential create stable content material briefs.

Content material briefs are easy paperwork that inform a author… what to jot down about. They supply the knowledge and context writers want to grasp the objective of every article, guarantee they cowl all the important thing factors, and switch in an A-grade draft with minimal problem.

A superb content material temporary needs to be easy. It ought to cowl the important data a author wants with out drowning them in search engine optimisation jargon or taking away their freedom to jot down in the best way they assume finest.

Briefs also needs to be temporary—they aren’t content outlines. Spend too lengthy writing instructed headers, recommending examples to incorporate, and handpicking competitor articles to learn, and you could as properly have written the article your self. 

With that in thoughts, right here’s our simple content material temporary template, and a step-by-step information to filling it out.

Screenshot of content brief template

Each content material temporary ought to begin with a working title to your article.

This doesn’t have to be an ideal, polished title. The objective of your working title is to not earn clicks or pique the reader’s curiosity—it’s to assist the author write. Preserve it easy, and talk the core concept of your article.


  • Methods to create a content material temporary
  • Sharing our expertise attending BrightonSEO
  • Why cloud structure is overhyped
  • Key phrase clustering utilizing Ahrefs

When you’re creating SEO content, your working title ought to replicate the first intent of your goal key phrase. In different phrases, it wants to offer searchers what they need: whether or not that’s a the best way to, a listing of instruments, or a set of templates.

You’ll be able to test the intent of your key phrases with a fast Google search, however when you’d wish to see the outcomes for various international locations (and ensure the outcomes aren’t being personalised to you), you possibly can test intent in Ahrefs.

Enter your goal key phrase into Key phrases Explorer and scroll right down to the SERP overview field. You’ll be capable of see the titles of the top-ranking articles for that key phrase.

Right here’s the SERP overview for the key phrase content material temporary:

SERP overview for "content brief"

Pay particular consideration to the codecs utilized by the top-ranking content material. If all of them take related angles (like, on this instance, “the best way to”), there’s a great probability searchers are glad by it.

(Though that shouldn’t cease you from utilizing your finest judgment and discovering methods to face out out of your rivals—extra on that under.)

There’s a cause you need this text written (in any other case, why spend money and time creating it?). 

Share your objective with the author. Assist them perceive why they’re writing one thing and so they’ll have a greater probability at hitting your objective.


  • Clarify the best way to create an efficient content material temporary.
  • Doc our expertise as sponsors of the BrightonSEO convention.
  • Share our CEO’s opinion on cloud structure.
  • Educate present customers the best way to use our new key phrase clustering characteristic for key phrase analysis.

3. Describe who you’re writing for

This doesn’t have to be a sophisticated persona doc or a deep-dive into the reader’s consciousness stage and demographic knowledge.

As an alternative, share particulars that can assist the author select the right language and stage of complexity for his or her article, like:

  • The viewers’s experience-level with the subject: are they rookies searching for easy tutorials, or specialists searching for superior suggestions and tips?
  • Their position: are you hoping to achieve software program engineers or solopreneurs? Junior content material entrepreneurs or skilled CMOs?

Typically the present search outcomes will help slender down your viewers. If the top-performing articles all embody “for rookies” of their title, there’s a great probability you need to observe go well with.

4. Share sub-topics to incorporate

You’ll be able to assist your author by suggesting necessary sub-topics to incorporate within the article.

Widespread sense is a useful information: for an article about content material briefs, you’d in all probability need to embody a definition and a tutorial for really making a content material temporary.

You may also take a extra extra data-driven method to discovering sub-topics. I like utilizing Ahrefs for this.

Begin by placing your subject into Key phrases Explorer, and heading to the Associated phrases report. Choose the Additionally rank for tab, and also you’ll see a listing of further key phrases that top-ranking articles to your subject generally rank for:

Screenshot of "also rank for" tab

Within the instance above, we’re wanting on the key phrase content material briefs. From the outcomes, evidently top-performing articles additionally rank for key phrases referring to templates and examples. For this text, the author would possibly need to embody a bit about content material temporary examples.

(Spoiler: we did, test it out under.)

5. Clarify how your product suits in

The purpose of content material advertising is assist develop a enterprise (in any other case, it’s simply… writing). With that in thoughts, use your content material temporary to counsel related alternatives to say your merchandise.

It may well really feel salesy when merchandise are shoehorned into articles the place they don’t belong. As an alternative, concentrate on matters the place it might be pure to say your product. That is one thing we do at Ahrefs (therefore the screenshots above).

In case your author isn’t already an professional along with your merchandise, assist them out with by explaining how your product “suits in” to the subject at hand, and recommending product options that might be useful to say.


  • We don’t supply a content material briefing product, however listed here are 3 ways our knowledge will help with the method.
  • We spoke to tons of shoppers on the convention: right here was their prime product suggestions.
  • For this part on key phrase clustering, it might be value mentioning the brand new clustering device in Key phrases Explorer.
  • We just lately moved our internet hosting from the cloud to on-premises set up.

6. Counsel methods to make the article distinctive

Just about each article has to compete for consideration with related articles masking the identical subject. To assist your article stand out, you possibly can counsel distinctive data to incorporate—issues that competing articles don’t cowl.

You might suggest specialists to interview, or related quotes to incorporate. You might embody knowledge and statistics to reference. You might even share just a few private experiences and tales which may assist the reader perceive the subject.


  • Use HARO to seek out individuals prepared to share their content material temporary template.
  • Let’s inform the story of how I used key phrase clustering to rank for 1200-keywords with one article.
  • Right here’s some analysis concerning the prices of cloud internet hosting so that you can reference.

7. Share sensible particulars

Final of all, embody any nitty-gritty sensible particulars your author would discover useful, like:

  • Article deadline
  • Helpful assets (like your fashion information)
  • Editors or reviewers they need to talk with
  • Inside hyperlinks to different associated articles in your web site

Fill out these particulars for each article, share your briefs along with your author, and await content material goodness to seem in your inbox.

Content material temporary templates from the specialists

Our content material temporary template is straightforward, and an amazing start line for most individuals trying to publish extra posts. However there are various conditions which may name for extra (or much less) element in sure areas, like writing extra-technical content material, or creating articles that type a part of an ongoing sequence.

I requested a handful of content material leads and company homeowners to share their private content material temporary templates. Take a look at the templates under, and obtain any that you simply would possibly discover useful.

Draft.dev’s technical content material template

Creator: Karl Hughes, Draft.dev

Hyperlink: Make a copy here

Karl Hughes runs the technical content material advertising company Draft.dev. His briefs comprise an enormous quantity of element to assist a giant crew of writers cowl extraordinarily technical matters.

Screenshot of technical content template

Freshpaint’s product-focused content material template

Creator: Mark Rogers, Freshpaint

Hyperlink: Make a copy here

Mark Rogers is the Director of Content material at Freshpaint. His briefs concentrate on Freshpaint’s product: offering a product overview, sharing boilerplate about Freshpaint’s HIPAA compliance, and explaining how the product “suits in” to the subject at hand.

Screenshot of Freshpaint’s product-focused content template

Fio Dossetto’s ABCD template

Creator: Fio Dossetto, contentfolks

Hyperlink: Make a copy here

Fio is the creator of contentfolks and the top of content material at Aura. Her ABCD template shares plain English data throughout 4 key areas: viewers, model, context, and particulars.

Screenshot of ABCD template

Deel’s marketing-focused temporary and enhancing guidelines

Creator: Anja Simic, Deel

Hyperlink: Make a copy here

Anja Simic’s content material briefs for HR platform Deel do an amazing job at connecting every article again to the larger advertising technique. The temporary helps the author to reference case research, awards, and knowledge from latest Deel research.

Screenshot of content briefs for Deel

Omniscient Digital’s viewers, search engine optimisation, model, and conversion template

Creator: Alex Birkett, Omniscient Digital

Hyperlink: Make a copy here

Omniscient Digital is a content material advertising company. Their briefs present room for his or her strategists to share professional steering to writers: recommending methods to carry new data to the dialogue, point out the client’s merchandise, and usually stand out within the SERPs.

Screenshot of Omniscient’s audience, SEO, brand, and conversion template

Ultimate ideas

I’ve written lots of of articles and managed dozens of writers through the years. In each instances, issues with inconsistent high quality and countless rewrites often boiled down to at least one factor: miscommunication.

A content material temporary is an easy, simple means to supply your writers with precisely the knowledge they should write nice articles. It ensures that each you and your author perceive why and how to create each article—eradicating most miscommunication points on the supply.

How do you construct content material briefs? Let me know on X or LinkedIn.


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