A content brief is the contract between the person who knows why a piece should exist and the person who writes it. Without one, writers guess at intent, editors rewrite for tone, and the finished article ranks for nothing and converts nobody.
The template below works for blog articles, guides and landing page copy. Fill in every section; if a section cannot be filled, the piece is probably not ready to commission.
Content brief
Working title: " [title]"
Owner / approver: [name]
Writer: [name]
Due date: [YYYY-MM-DD]
Target URL: [final URL or planned slug]
1. Purpose
One sentence: what should this piece achieve for the business?
Example: Help founders understand what a marketing audit covers, so that qualified prospects book an audit call.
2. Reader
Describe the reader by situation, not just job title.
Example: A founder of a 20-person company whose ad spend has grown but whose lead volume has not, who suspects money is being wasted but does not know where.
What do they already know? What do they need to believe or understand by the end?
3. Search intent
| Question | Answer |
|---|---|
| Primary query or topic | [e.g. "digital marketing audit"] |
| Intent type | Informational / Commercial investigation / Transactional / Navigational |
| What currently ranks? | |
| What is missing from those results? |
If the results are dominated by a format you are not planning to write (for example, tools or product pages), reconsider the format.
4. Outline
Provide H2s (and H3s where useful) in order. Mark sections that need input from a subject-matter expert.
- [H2]
- [H2]
- [H2]
- FAQ (only questions real customers ask)
5. Evidence and sources
- Primary sources the writer must use (official documentation, first-party data, interviews).
- Claims that must not be made without proof (percentages, guarantees, client names).
- Statistics: include only if the original source can be linked. Otherwise leave them out.
6. Internal links
| Anchor idea | Destination | Why |
|---|---|---|
| [natural phrase] | [related guide] | Supports a concept the reader needs |
| [natural phrase] | [relevant service page] | Next step for readers who want help |
Keep links useful: one or two relevant service links in a helpful guide are fine; a link in every paragraph is not.
7. Format and style
- Target length: set by what the topic needs, not a word count target.
- Tone: [e.g. direct, practical, no jargon without explanation]
- Language/market: [e.g. English for GCC readers; an Arabic version to follow]
- Visuals needed: [diagrams, screenshots, tables]
8. Call to action
What should the reader do next, and where on the page?
9. Definition of done
- [ ] Answers the primary question within the first few paragraphs
- [ ] Every claim is sourced or removed
- [ ] Title, meta description and H1 written and unique
- [ ] Internal links added and checked
- [ ] Reviewed by the subject-matter expert
- [ ] Proofread by a second person
Using the brief after publishing
Keep the brief with the published URL. Three months later, compare the page's actual search queries and conversions against the purpose and intent you wrote down - that comparison tells you whether to update, consolidate or leave the page alone.
Further reading
- Google Search Central: Creating helpful, reliable, people-first content
- Briefs are one part of a wider content system. For how content strategy and distribution fit together, see the content and social media overview from Gorilla Vibe.
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