Template
Content Brief Template
A fill-in-the-blanks brief that gives writers everything they need: keyword, intent, audience, outline, must-cover points and links.
Description
A good brief means fewer rewrites. This document walks you through the decisions a writer needs made before they start, in the order they need them.
Use case
Use it every time you hand a page or blog post to a writer, whether the writer is the client, a freelancer or you.
Instructions
- Start from one target keyword and confirm its intent by reviewing the top results.
- Summarize what ranking pages have in common before writing the outline.
- Write the outline as H2s and H3s that answer the searcher’s questions in order.
- List internal links to add, with the anchor text you suggest.
- Keep guidance specific: “compare three price tiers” beats “talk about pricing”.
Preview
The outline of the document. Italic lines are guidance you replace with your own content.
Working title
A clear, specific title that includes the target keyword naturally.
Target keyword and intent
Primary keyword, two to four secondary keywords, and the search intent in one sentence.
Audience
Who is searching, what they already know, and what they want to do next.
What ranks today
Three to five observations about the current top results: format, depth, angle.
Outline
H2 and H3 headings in order, each with one line on what it should cover.
Must-cover points
Facts, examples, FAQs or comparisons the page cannot skip.
Internal links
Pages to link to and from, with suggested anchor text.
Length and format
Target word count range, plus tables, images or checklists to include.
Call to action
The one thing the reader should do after reading.
Notes for the writer
Tone, brand terms to use or avoid, and deadline.
Download
A Markdown file (.md) that opens in any text editor. Paste it into Google Docs or Notion and replace the guidance lines.
Download template (Markdown)SOPs that use this template
- SOP SOP: Creating a Content Brief Turn a target keyword into a brief a writer can follow without guessing.
Practice with it
- Assignment Build a content brief for a pet supply blog Turn a target keyword into a clear brief a freelance writer can follow: intent, outline, questions,…
My notes
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