Bill Gates coined the phrase “Content is king.” You’ve heard it from here to China. It’s almost déjà vu.
Still, underestimating the value of content in any sound marketing strategy is crazy.
In 2024, 97% of marketers Semrush surveyed succeeded with their content marketing, which shows the effectiveness of the method.
When done well.
You see, creating high-quality, consistent content that clicks with your audience in today’s wild business world is like trying to run a marathon after training for only 15 minutes a day.
That’s where content briefs come in.
Let’s explore:
Content briefs guide your process. They guarantee that every piece of content works in two ways:
- aligns with your business goals and
- meets your audience’s needs.
Now, let’s meet the animal.
A content brief is a document that outlines the must-have elements and expectations for any piece you send out to the world to drive conversion.
It provides clear directions. It ensures everyone involved in the project is on the same page.
The Content Brief Lifecycle: Who, When, Why and How?
Photograph by Ron Lach on Pexels
Who creates and uses content briefs?
Content strategists, marketing managers, or project leaders develop them.
They show their understanding of business goals, and audience needs to write good briefs.
These are then used by writers, designers, and videographers who bring the vision to life.
When should you use content briefs? At the planning stage of any content project.
You set a clear direction from the start, preventing misunderstandings and reducing the need for extensive revisions later in the process.
Think of content briefs as the bridge between strategic planning and content production.
In the content creation workflow, briefs come after the initial ideation and strategy phase but before the actual writing, designing, or filming begins.
Why ?
- They guarantee that every piece of content supports your business objectives.
- They provide a comprehensive guide for creators, reducing confusion and misinterpretation.
- They help maintain a consistent voice and message across all your content.
- They reduce the need for revisions and rework, saving time and resources.
How to Write an Effective Marketing Brief?
Photo by Melanie Deziel on Unsplash
- Define the Content Topic and Angle
- Start by researching your audience.
- Create detailed buyer personas. Understating the importance of this is a big mistake.
- What questions are they asking? What challenges do they face? What is the outcome your audience expects to reach? What are their Jobs To Be Done? I wrote something about audience research in this post. Check it out.
Use tools like Google Trends and surveys to gather information.
Interview your audience. Look them in the eye. You’ll ooze trust with them.
Trust nowadays is gold.
Use this information to make it personal.
Find content gaps. Opportunities.
What topics are missing in your industry? What unique perspective can you offer?
Finally, develop a unique angle that sets your work apart from competitors.
Outline Key Messages and Supporting Points
What are the supporting data, examples, and visuals that will reinforce your message? Rely on statistics, case studies, expert quotes, or infographics.
What are the main takeaways you want your audience to remember?
What value will they gain from your content?
Invest time in a good outline. It must have a logical structure and flow, and each point must build upon the previous one.
Specify the Content Format and Tone
Choose the best format for your content based on your audience preferences and topic.
Options?
- Blog posts
- Videos
- Infographics
- Podcasts
- Ebooks
- Social media posts
- Case studies
- White-papers
What language does your audience speak?
Should the tone be formal, casual, humorous, or authoritative?
The format should match your audience’s preferences AND your brand voice.
Set Measurable Goals and Success Metrics
Tie your content goals to business objectives.
For example, if you aim to increase leads by 20%, your content should be able to bring in 100 new email subscribers through a downloadable ebook.
Set the key performance indicators (KPIs) to measure content performance.
These could include:
- Page views
- Time on page
- Social shares
- Conversion rate
- Lead generation
Think about how you will measure success?
Will you use tools like Google Analytics, social media data, or automation software?
Provide Relevant References and Resources
Include links to source material and supporting data. These help writers, designers, photographers, etc, understand the context and ensure accuracy.
Share examples of similar successful pieces to inspire and guide your team. Use your own or those from industry leaders.
Provide access to brand and style guidelines to guarantee consistency across all content.
To help you see what they look like, here are two mock examples of marketing briefs:
Blog Post Brief
Topic: “10 Time-Saving Tools for Social Media Managers”
Target Audience: Social media managers in small to medium-sized businesses
Key Messages:
- The importance of efficiency in social media management,
- Overview of 10 tools that can save time and improve results
- Pros and cons of each tool
- Tips for integrating these tools into your workflow
Format:
Listicle-style blog post with screenshots and step-by-step instructions.
Tone:
Practical and informative with a touch of humor.
Video Brief
Topic: “How to Create a Content Brief in 5 Minutes”
Target Audience: Marketing managers and content creators
Key Messages:
- The benefits of using content briefs,
- A step-by-step guide to creating a basic content brief,
- Tips for customizing briefs for different content types.
Format:
3-5 minute animated explainer video.
Tone:
Energetic and educational.
What’s next?
I’ve created a downloadable template to make your content creation process as smooth as a cup of chocolate.
Make it yours, depending on the type of content. You can expand and downsize it at your convenience. Contact me if you have any questions.
Remember, the goal is to have a tool that works for you and your team.
This is the link.
For further learning on content briefs and the content creation process, check out these extra resources:
Content Marketing Institute’s Guide to Content Briefs
HubSpot’s Content Strategy Course
Preparation is half the battle in this crazy industry where everybody is shouting louder than the other, trying to catch the attention of so many.
A good, solid marketing brief will work wonders.
Go forth and prosper.
The Analytical Wordsmith 