What Is Content Brief? Definition & Guide

A content brief is a document that gives writers everything they need to create a piece of content that meets strategic, editorial, and SEO requirements. It typically includes the target keyword, audience, content goal, suggested outline, tone guidance, word count, internal linking suggestions, and any research or competitive context. A strong brief reduces rewrites, aligns expectations, and dramatically improves first-draft quality.

Why a Content Brief Matters

Without a brief, writers make assumptions -- about what the article should accomplish, who it is for, and how it should be structured. Some of those assumptions will be right; many will not. The result is often a draft that misses the mark and requires multiple revision cycles before it is publishable.

A well-written brief transfers knowledge from the strategist or editor to the writer before a single word is typed. It means the writer is not starting with a blank page -- they are starting with a roadmap. That shift alone can cut revision time by half or more, which has a compounding effect on content velocity across the team.

Briefs also create institutional consistency. When every piece of content starts from a brief, you can control quality at scale even as you grow your team with new contributors. The brief becomes the mechanism for encoding your standards into the production process itself.

How It Works

A good content brief starts with keyword research. Identify the primary keyword, understand the search intent behind it, and review what is currently ranking so you know what you are up against. From this research, you can define the angle -- the specific take or framing that will make your piece better or more useful than what already exists.

The structural outline is the heart of the brief. Map out the key sections, starting with the most important things readers need to know. Include a word count target, notes on tone, and a list of internal links that the piece should include. If there are competing pieces to reference, include those too.

Averi simplifies brief creation by pulling in keyword data, competitive insights, and SEO guidance automatically -- so editors spend less time researching and more time defining the angle and quality bar for each piece.

Content Brief Best Practices

• Always write a brief before assigning a piece, even for experienced writers
• Include clear success criteria -- what does a great finished piece look like?
• Specify which internal pages should be linked and why
• Provide examples of competing content so writers know what they are differentiating from
• Include brand voice notes specific to the topic or audience, not just generic guidance
• Review briefs after the draft is complete to close the feedback loop and improve future briefs

Explore More

• 📋 Template: Content Brief Template for Writers
• 📋 Template: SEO Content Brief Template