Content Brief Template for Writers

A content brief is the difference between a writer who delivers exactly what you need and one who delivers a draft that needs to be rebuilt from scratch. After you've used a solid brief process for a few months, you'll wonder how you ever worked without one.

The brief isn't about micromanaging your writers. It's about transferring strategic context — the who, why, and what-to-say — so the writer can focus on doing the actual writing rather than reverse-engineering your intentions.

What a Good Content Brief Contains

The goal of a content brief is to answer every strategic question before the writer sits down to write, so the only question left is how to write it.

A good brief covers:

• Why this piece exists (strategic goal)
• Who is reading it (specific reader profile)
• What they should know or feel after reading it
• What format and structure to use
• What to include and what to avoid
• SEO parameters
• Internal links and references
• The CTA and conversion goal

A bad brief is: "Write a 1,500-word blog post about content marketing strategy."

The Complete Content Brief Template

CONTENT BRIEF

Date Created: ___ Assigned Writer: ___ Editor: ___ Draft Due Date: ___ Target Publish Date: ___

1. Content Overview

Working Title: The working title is for production reference only — it can change before publication.

Example: "How to Build a Content Calendar That Actually Gets Used"

Proposed SEO Title: The optimized title for the <title> tag and H1. Should include target keyword.

Example: "Editorial Calendar Template: Build One in 30 Minutes (Free Template)"

Meta Description: 150-160 characters. Should include the keyword and a clear value proposition.

Example: "Use our free editorial calendar template to plan, schedule, and track content. Includes workflow stages, team roles, and quarterly planning guide."

Content Type: Blog Post / Long-form Guide / Case Study / Landing Page / Thought Leadership / Other

Content Pillar: Which strategic pillar does this belong to?

Funnel Stage: TOFU (Awareness) / MOFU (Consideration) / BOFU (Decision)

Estimated Word Count: – words

2. Strategic Goal

Why are we publishing this piece?

Be specific. "To drive traffic" is not enough.

Example: "This post targets a high-volume informational keyword (editorial calendar template, ~4,400 searches/month) from content managers at B2B SaaS companies. The goal is to rank on page 1 for this keyword within 6 months and convert readers to email subscribers via the template download CTA. It also supports our 'Content Operations' pillar by filling a gap in our middle-funnel content."

What business outcome should this drive?

Email sign-ups / Trial sign-ups / Demo requests / Qualified traffic / Backlinks / Other: ___

3. Target Reader

Primary Audience: Describe the specific person reading this — not a broad persona, but a specific type.

Example: "A content manager or marketing lead at a 10-50 person B2B SaaS company. They're probably managing content solo or with one other person. They've been winging their editorial calendar in a Google Sheet and it keeps breaking down. They're searching for a better system but aren't ready to buy a tool — they want a template they can start using today."

Reader's Current Knowledge Level:

• Beginner (doesn't know the basics yet)
• Intermediate (knows the concepts, needs practical application)
• Advanced (knows the concepts well, needs nuance and depth)

What do they already know? (Don't waste time explaining)

What's their primary question or problem?

What do they need to believe or understand after reading this?

4. Search Intent & Keyword Targeting

Primary Keyword: ___ Monthly Search Volume: ___ Keyword Difficulty: ___ Current Ranking Position (if any): ___

Secondary Keywords / LSI Terms (use naturally throughout the piece):

Search Intent Analysis: What does the searcher actually want when they type this query? Are they looking for:

• A definition or explanation
• A downloadable template or tool
• A how-to guide
• A comparison of options
• Inspiration and examples

SERP Analysis: What does the current top 3 look like for this keyword?

How will we differentiate from the current top results?

5. Outline and Structure

Provide a recommended H2/H3 structure. Writers can deviate with good reason, but this gives them a starting framework.

H1: [Proposed Title]

Section 1: [H2]

Subsection 1.1: [H3]

Subsection 1.2: [H3]

Section 2: [H2]

Subsection 2.1: [H3]

Section 3: [H2]

Section 4: [H2]

Further Reading

• AI-assisted content ideation for marketing teams
• the keyword → brief → draft → publish workflow for modern SEO content
• how to create AI-optimized content that actually ranks
• Averi's Strategy Map to generate briefs that stay aligned with your strategic pillars

Frequently Asked Questions

Question 1

Question 2

Question 3

**Required Elements:**
- [ ] Introduction that opens with the reader's problem (no history lessons)
- [ ] At least one practical framework or step-by-step process
- [ ] A template, checklist, or fill-in section the reader can use
- [ ] Real examples (actual company names, scenarios, or data where possible)
- [ ] FAQ section (3-5 questions)
- [ ] CTA (see Section 7)

---

### 6. Tone and Voice Guidance

**Brand Voice:** [Reference your brand style guide or describe here]

**Tone for This Piece:**
- [ ] Authoritative and direct
- [ ] Educational and approachable
- [ ] Conversational and candid
- [ ] Formal / Professional
- [ ] Opinionated / Contrarian

**Writing Style Notes:**
- Write in second person ("you should") not third person ("companies should")
- Use short sentences and short paragraphs (2-4 sentences max)
- Avoid jargon unless it's standard in the industry
- Specific > vague: use real numbers, real examples, real scenarios
- No passive voice if you can avoid it

**Words/Phrases to Avoid:**
- [List brand-specific terms to avoid]
- "Leverage" (use "use")
- "Utilize" (use "use")
- "In today's digital landscape…"
- Any listicle opener: "Are you struggling with…?"

**Competitor/Company Mentions:**
- Do NOT mention: [List any competitors to avoid mentioning]
- Can mention: [List competitors or tools you're OK referencing]

---

### 7. Supporting Research and References

**Data Points to Include:**
List specific statistics, research, or data the writer should incorporate.

> Example: "According to HubSpot's State of Marketing Report, companies that blog 16+ times/month get 3.5x more traffic than those that blog 0-4 times/month."

**Expert Quotes / Insights to Source:**
If you have specific experts to quote or ideas to reference.

**Internal Content to Reference:**
Links to existing content on your site that should be referenced or linked to.

| Article Title | URL | Context for Linking |
|---|---|---|
| | | |
| | | |
| | | |

**Competitor Content to Review:**
Pieces from competitors that the writer should read (to understand and differentiate from, not copy).

---

### 8. CTA and Conversion Goal

**Primary CTA:**
The main action you want the reader to take after reading.

> Example: "Download the free editorial calendar template" / "Start your free trial" / "Book a demo"

**CTA Placement:**
- [ ] End of article (always)
- [ ] After the main framework section
- [ ] In a banner/callout box mid-article
- [ ] In the introduction

**CTA Copy Guidance:**
Suggested CTA headline, button text, and supporting copy.

**Lead Magnet / Offer (if applicable):**
Is there a download, template, or gated asset associated with this piece?

---

### 9. Technical and Formatting Requirements

**URL Slug:** `/blog/[suggested-slug]`

**Featured Image:** Required / Will be added by editor

**Image Requirements:** [Any specific images, diagrams, or screenshots needed]

**Formatting Requirements:**
- [ ] Use H2 for main sections, H3 for subsections
- [ ] Include a table of contents if over 2,000 words
- [ ] Bold key terms on first use
- [ ] Use bullet lists for 3+ items that don't have a natural order
- [ ] Use numbered lists for sequential steps
- [ ] Use blockquotes or callout boxes for key takeaways

**Code/Template Blocks:**
If the article includes templates, code, or fill-in sections, format them in a code block or clearly distinguish them from the body text.

---

### 10. Quality Checklist (For Writer to Complete Before Submitting)

Before submitting the draft, confirm:

- [ ] Title tag includes primary keyword
- [ ] H1 matches proposed title (or improved version)
- [ ] Primary keyword appears in first 100 words
- [ ] All secondary keywords used naturally (at least once each)
- [ ] Meta description written (150-160 characters)
- [ ] All internal links from the brief included
- [ ] At least 2 external links to authoritative sources
- [ ] FAQ section included with 3-5 questions
- [ ] CTA included at end of article (and mid-article if specified)
- [ ] No passive voice (check with Grammarly or Hemingway)
- [ ] Grammarly/spellcheck run
- [ ] Word count is within range specified

---

Brief Writing Best Practices

Write briefs before topic approval, not after. The process of writing a brief often reveals that a topic isn't as strong as you thought — or that you're targeting the wrong keyword.

Include SERP analysis for every SEO piece. Writers who can see what's currently ranking write better-optimized content. Give them the top 3 competitors and what's missing.

Specify differentiation explicitly. "Write about X" produces generic content. "Write about X, but unlike the top-ranking piece that covers Y and Z, we're going to focus on W and include a free template" produces something worth publishing.

Give examples, not just instructions. For each section of the outline, note what you want to accomplish. "Introduction: Open with the pain point of planning a content calendar in a spreadsheet that keeps breaking" is more useful than "Write an introduction."

Separate the brief from the style guide. Your brief should reference your style guide, not reproduce it. Keep briefs focused on piece-specific instructions.

How Averi Generates Content Briefs

In Averi, content briefs are generated automatically based on your Brand Core, ICP definition, and target keyword. When you add a topic to your content queue and select a keyword, Averi produces a pre-filled brief with SERP analysis, suggested outline, keyword guidance, and tone recommendations — all anchored to your specific brand and audience.

Writers (or Averi's AI drafting tools) pick up the brief and draft against it. No more blank-page briefs, no more strategy guessing.

Create your first content brief in Averi →

Frequently Asked Questions

How long should a content brief be?

Long enough to transfer the context a writer needs, short enough that they'll actually read it. For a standard blog post, 1-2 pages is right. For a major pillar page or research report, 3-4 pages is reasonable. If your brief is more than 5 pages, you might be trying to write the article for them.

Should I provide an outline in every brief?

Yes — especially for external writers or anyone new to your content program. The outline doesn't need to be exhaustive, but having H2 headings pre-mapped means you're aligned on structure before the draft comes back. Experienced in-house writers can work from lighter outlines.

What if the writer deviates significantly from the brief?

Deviation is fine if the writer explains why and the end result is better. The brief is a starting point, not a contract. The problem is when writers deviate without flagging it — you end up reviewing a piece that doesn't serve the brief's strategic goal.

How do I create briefs for thought leadership vs. SEO content?

SEO briefs are keyword-first: start with search intent and competitor analysis. Thought leadership briefs are positioning-first: start with the specific point of view you want to make, the audience you're making it to, and the one thing you want them to remember. Thought leadership pieces can (and often should) skip the keyword focus entirely.

Who should write content briefs?

Ideally, the person who owns content strategy — either a content lead, head of marketing, or an AI system with strategic context baked in. Briefs should never be written by the same person who will write the draft, because then you're just writing the article twice.