Content brief template [+examples]

Looking for tips on how to write a content brief? A content brief brings together all the information a content specialist (copywriter, designer, social media marketer etc.) needs to know in order to create relevant and impactful content, with minimum feedback rounds.

Having worked across several different content, copywriting and marketing teams, I’ve seen my fair share of content briefs. But these often don’t hit the mark. This results in back-and-forth between the requestor/stakeholder and the content specialist, often causing delays and frustrations.

Yet there’s nothing we love more than a complete, clear content brief. Something that inspires creativity, but also gives us the necessary background information to really get under the skin of the task.

So, I’ve put together the below content brief template, alongside various examples, to help you write the perfect content brief.

Read on to dive deeper into all 10 sections of the brief template:

1. Stakeholders 👩‍💼 👨‍💼

Why include this? To prevent delays as your content creator(s) know(s) who to go to with questions, who has the final say, and where to submit the final delivery — and doesn’t get passed around different people.

Questions to answer in your content briefing:

• Who is managing this project?
• Who is the “one source of truth”: the go-to person for questions about the content piece?
• Who is the end-responsible? Who gives the final sign-off on the content delivery?

Example — Content brief for marketing campaign assets: The project manager is responsible for project deadlines and dependencies. The campaign manager can answer your questions and give final sign off.

2. Content specialisms 👨‍🎨

Why include this? To ensure the right people add the task to their planning.

Questions to answer in your content brief:

• Do you need a copywriter? Designer? Videographer? SEO expert? Social media specialist? Etc.

Example — Content brief for a social media post: I need both a copywriter and a graphic designer.

3. Goal 🎯

Why include this? So the content specialist knows what the content needs to achieve and creates the content accordingly.

Questions to answer in your content brief:

• What is the goal of this content? What do you aim to achieve with it?
• What message do you want to convey?
• What action or re-action do you want from the audience?

Example — Content brief for a “how to” blog post: The goal of the blog post is to educate marketing managers on how to write a good content brief. The audience should leave feeling empowered to write a great brief, and be persuaded to download our full content guide and brief template. We mainly want users to come via organic search.

4. Context 🖼️

Why include this? So the content creator understands the bigger picture in which the content piece will play a role, and creates the content with this in mind.

Questions to answer in your content brief:

• Why do you want this content created? Where is this idea coming from?
• What research/knowledge is this based on?
• How does this request fit into a potential bigger picture?
• Have you done this before? Is this a repeat or new task?

Example — Content brief for an event booth video: This video will be shown on a loop at our event booth during the Marketing 2021 event. We want to try this for the first time, as we see that such videos work well at events because of [input research, findings and/or observations]. This video will need to match the message and look-and-feel of our event booth and event brochures [attach assets]. Although this is the first time we are showing a video at our event booth, we did create a social media video on this topic before [include video link].

5. Audience 👥

Why include this? So the content specialist can tailor the content to the target audience’s needs, and ensure it hooks them in.

Questions to answer in your content briefing:

• What is the target audience? (Country, persona, audience challenge/need/goal, etc.)
• What’s in it for your target audience? How will this piece of content add value to them?
• Why would they want to read/watch/listen to the content?
• What are they interested in? What might hook them in?

I suggest laying this information out as a user story:

Example — Content briefing for a blog post: As a manufacturing business owner, I want to find out what steps other manufacturers are taking to deal with COVID-19 disruptions, so that I can ensure my business remains profitable. You can be even more specific in your own user story.

6. Scope 📧 🎥 📝

Why include this? So your content team can understand what they need to deliver, estimate the time needed to complete the request, and plan this into their workload.

Questions to answer in your content brief:

• What asset(s) need to be created or adjusted?
• Is there any existing content they could reuse, recycle or use as a guideline?
• What format do you need? Why? (In case the content creator can suggest a more suitable format.)
• Where will this content be hosted?
• How will you be distributing the asset(s)?

Example — Content marketing brief for a video and blog post on how to start with e-commerce: One video and one blog post. The video will be embedded into the blog post and used on social media (LinkedIn) to promote the blog post. The blog post will go on our website and the sales team will send it to their prospects by pasting the link in their emails. We have an old blog post from 5 years ago on this same topic that can be re-written and updated.

7. Stakeholder expectations 🙋

Why include this? To avoid multiple rounds of feedback.

Questions to answer in your content brief:

• What do you want/expect from this project?
• Do you already have any ideas/input?
• Can you provide existing relevant examples (of something done in the past or by another company)?

Example — Content brief for a charity infographic: I am looking for copy and design that drives emotions. Another charity has created this simple infographic [attach infographic]. I really like that it puts the people at the center of the message. I would like to see something similar, but that focuses more on triggering emotions.

8. Research and input 📊

Why include this? So your content creator has the input they need to get started, or are aware of the research they still need to carry out.

Questions to answer in your content briefing:

• What content piece worked well in the past? What data do you have available, on which to base content decisions?
• Will you provide all the input they need, or do they need to conduct research on the content topic? If so, who can they reach out to?

Example — Content brief for a product factsheet: I have the attached input from the sales team on the most common product questions. I also provide the statistics from our best-performing factsheets. Please schedule an interview with the product team manager to get answers to the frequently asked questions from sales.

9. Limitations 🛑

Why include this? So your content specialist knows what they should avoid or be aware of.

Questions to answer in your content brief:

• Do they need to wait on something before they can start?
• Are there any possible hurdles/things you don’t know yet that could trip them up?
• Is there anything that didn’t work in the past?
• Is there anything that they cannot say?
• Are there any character/space/format limitations?
• What is the available budget?

Example — Content brief for a third-party email newsletter entry: The copy character limit is 150. We are not allowed to use ALL CAPS. Note that all submissions will be reviewed and, if there is too much overlap with another submission, we may be asked to rework our entry (we will be notified of this within 3 working days after submission).

10. Deadline 🕒

Why include this? To ensure your work gets done on time.

Questions to answer in your content brief:

• What is your preferred deadline?
• How flexible is it?
• Why is this the deadline? Is there a hard launch date?

Example — Content brief for a magazine advert: Deadline is Tuesday. The magazine will go to print on Wednesday, so it is not possible to push it back.

So there you have it, my take on a perfect content brief.

When writing your brief, you might find that some parts of the template overlap or can naturally be merged together. This is no problem as long as all the information is included and set out in a clear manner. You may also want to add/amend questions according to the way your organization or marketing agency works.

Is there something missing? Let me know! I am continuously tweaking and adding to this content brief template, so I’d be curious to hear your suggestions. 

For more content best practices and inspiration, take a look at my 5 content rules for creating effective and impactful content.