This is the same brief structure we fill in before any blog post or landing page goes to a writer — copy the sections below and adapt them to your own content.
A content brief doesn't need to be complicated to be useful. It needs to answer the handful of questions a writer would otherwise have to guess at. Here's a straightforward template covering the essentials.
1. Working title
A rough title is enough — it just needs to capture the angle so everyone involved is aligned on what the piece is actually about before writing starts.
2. Target keyword and secondary keywords
List the single primary keyword this page is meant to rank for, followed by a handful of closely related secondary keywords and natural variations. These should guide the content, not be forced into it — keyword stuffing does more harm than good and reads poorly to both readers and search engines.
3. Search intent
State plainly whether the searcher wants information, a comparison, a specific product or service, or directions to a physical location. This single decision shapes almost everything else about the piece.
4. Audience and starting knowledge
Who is this for, and what do they likely already know? A brief written for total beginners looks very different from one written for an audience that already understands the basics.
5. Suggested structure
A loose outline of headings, informed by what's already ranking for the target keyword — not a rigid, word-for-word script. Leave room for the writer to reorganize if a better structure becomes obvious once they're into the topic.
6. Length guidance
A range rather than a fixed number, based on what similar top-ranking content tends to cover. Longer isn't automatically better — the right length is whatever fully answers the intent without padding.
7. Internal and external links to include
List relevant pages on your own site worth linking to, plus any external sources that should be cited for credibility or supporting data.
8. Tone and voice notes
A short note on tone — formal, conversational, technical — keeps multiple writers producing content that sounds like it came from the same brand.