Want amazing content that resonates with your audience, helps you reach your marketing goals and, best of all, doesn’t require endless revisions to get ready to publish?
Of course you do.
And starting each project with a creative brief is a great way to start.
A creative brief outlines the topic, angle and key points of an assignment, and describes how it fits into your content strategy and overall business goals. In other words, it serves as a road map for your entire creative team, so you’re all working together toward the same goal.
I work with all my clients to create a brief for each project, because it makes everyone’s life easier. As the writer, I can create a draft that’s as close to publish-worthy as possible, saving you time during revisions. We’ll also know from the outset how the content will fit into your overall strategy, to identify early if we need a shift in approach. And, of course, a creative brief makes collaboration easier – a definite bonus when you’re trying to coordinate a writer and designer.
Sounds great, right? It’s also quick and easy to put one together. Read on to learn how to write a creative brief, then download the template I use on my content writing projects.
What should you include in a creative brief?
A brief should outline the basic strategy behind your content, and key points to include. Make sure you touch on:
The basic overview
What are you creating, who’s creating it, and when?
Start by outlining the type or format of the content (article? eBook?), the campaign it fits into.
Then, write down who’s on the creative team for the content, the final deadline, publish date and internal milestones for each project. And assign an internal point of contact to collect everyone’s feedback and manage revisions.
Messaging and direction
Why are you creating this content?
This section will outline your overall messaging and goals for the content, as well as which audience you’re targeting. Include any key messages and branding statements to include in the content, note any potential CTAs to include, and write down your target keywords for SEO.
You should also note any key messages or words not to include – for example, phrases or words used in your competitors’ messaging, or terms that won’t resonate with your audience.
Additional resources
This final section helps external creatives better understand your brand’s personality and vision. Use this section to link to internal marketing materials you love (or hate!), and external resources that might be helpful during content creation.
Finally, include brand voice or style notes (or a full guide if you have one) to cut down on style-related revisions.
Ready to create better content? Download your free creative brief template and save time on your next project.
