A content brief gives a writer enough context to produce a useful article without turning the process into a rigid keyword checklist. It should define the reader’s question, the value the article must provide, the evidence required and how the finished page fits into the wider site.
1. State the reader’s problem
Describe the intended reader and the question they want answered. Include the situation, constraints and likely next decision. Avoid vague instructions such as “write about SEO” because they do not define the task or what a successful answer should contain.
Computer workspace for reviewing article structure (Pexels)
2. Identify search intent and page purpose
Review the query language and the kinds of results searchers appear to need. Decide whether the article should explain a process, compare options, solve a problem or support a purchase decision. Make sure the site does not already have another page serving the same purpose.
3. Define the unique value
Specify what readers should learn or be able to do after reading. Useful value may include a practical checklist, a decision framework, verified examples, common failure modes or a step-by-step process. Do not ask for generic summaries that merely restate widely available information.
4. List evidence and verification needs
Identify claims that need authoritative sources, current documentation or subject-matter review. Ask the writer to distinguish established facts from recommendations and assumptions. For technical topics, include relevant platform documentation and note where behavior depends on configuration or version.
5. Create a flexible outline
List the major questions the article must answer, not just a collection of keywords. Organize sections in the order readers need them. Include troubleshooting steps, examples or tables where they make the answer easier to use. The outline should guide the article without forcing repetitive headings.
6. Plan internal links
Identify existing pages that genuinely help readers continue learning and any older articles that should link to the new piece. Use natural anchor text and check that destinations are live and relevant. Avoid linking to a service page simply to satisfy an arbitrary quota.
7. Define on-page requirements
Set a working title, URL slug, concise meta description, main heading and appropriate category. Decide whether an image, diagram or screenshot would improve understanding. Specify image licensing, alt text and credit requirements. Do not use a decorative image as a substitute for evidence or instruction.
8. Include a quality-control checklist
Before publication, verify factual claims, spelling, links, screenshots, mobile layout and the usefulness of the opening. Check for unsupported guarantees, duplicate explanations, unnatural keyword repetition and content that promises more than it delivers. Ensure the conclusion gives a useful next step rather than repeating the introduction.
Brief field
What to record
Audience and problem
Who the reader is and what they need
Intent
What kind of answer best serves the query
Unique value
What this article adds beyond generic summaries
Evidence
Sources and claims requiring verification
Outline
Questions and sections in useful order
Links and media
Relevant destinations and licensed assets
QA
Factual, editorial, technical and mobile checks
Frequently asked questions
Should a brief set a fixed word count?
Use the amount of detail needed to solve the reader’s problem. A target range can help with planning, but it should not encourage filler or repetition.
Should writers follow the outline exactly?
The outline should cover the essential questions. Writers should be able to improve the structure when research shows a clearer way to explain the topic.
Make quality repeatable
A good brief improves consistency while leaving room for useful insight. Feed Flow’s digital marketing services can help align content planning with audience needs, search intent and business goals.
