Create a content brief that gives writers clear intent, audience, structure, sources, internal links, SEO requirements, and a definition of done.
A brief should reduce uncertainty
A useful content brief tells a writer what problem the article must solve, who it is for, and what a successful draft includes. It should not become a rigid script that prevents good writing. The goal is to align research, structure, and business needs before hours are spent drafting.
Define audience and search intent
Describe the reader in practical terms: what they already know, what they are trying to do, and what decision they need to make. Note the primary query or topic, but avoid turning the brief into a keyword-stuffing checklist. Intent is more important than repeating exact phrases.
Outline the questions the article must answer
Build a logical sequence of sections that moves from the reader's starting point to the desired outcome. Include important comparisons, examples, caveats, and common mistakes. Leave room for the writer to improve the structure when research reveals a better path.
Specify evidence and source expectations
List primary documentation, product data, internal subject-matter experts, or trusted references that should be consulted. Mark claims that need verification. This is especially important for technical, legal, financial, medical, or rapidly changing topics.
Plan internal links and conversion paths
Add the most useful existing pages that the writer should reference and the next action the reader can take. Internal links should support understanding, while calls to action should fit the article rather than interrupt it. Include the preferred URL and anchor context, not just a list of keywords.
Add production requirements
Record target format, approximate depth, visual assets, screenshots, tables, metadata, featured image needs, publication owner, and review stages. If the article has a deadline because of an event or release, make that dependency explicit.
Define done
A complete article should answer the intended question, use verified sources where needed, follow the structure, include relevant internal links, have clean metadata, and be reviewed on mobile before publishing. A good brief creates a shared quality standard without dictating every sentence.