Step 1: Define Your Goals and Audience
Before creating the brief, clearly outline the objective of the content. Ask:
- Is the article meant to educate, engage, or convert?
- Who is the target audience? Age, profession, interests, and pain points.
- Where are they in the buyer’s journey?
For example, if your blog is about “home gardening tips,” your audience could be beginners looking to grow vegetables at home. Knowing this guides the tone, style, and depth of information.
Step 2: Conduct Keyword Research
SEO starts with keywords. Identify:
- Primary Keyword – The main topic (e.g., “home gardening tips”).
- Secondary/Long-Tail Keywords – Related phrases your audience may search (e.g., “vegetable gardening for beginners,” “easy gardening tips”).
Use tools like Semrush, Ahrefs, or Google Keyword Planner. Always align keywords with search intent: are people looking to learn, buy, or find a service?
Step 3: Analyze Competitor Content
Check the top-ranking pages for your primary keyword. Notice:
- Headings and subtopics they use
- Content gaps you can fill
- Examples, statistics, or visuals they missed
This ensures your content is more comprehensive and valuable than competitors.
Step 4: Outline the Content Structure
Provide a clear structure in your brief to help writers organize content. Include:
- Title with the primary keyword
- Headings (H2, H3, etc.) and short instructions under each
- Bullet points or numbered lists for readability
- FAQs or additional sections relevant to search intent
Example:
Title: Home Gardening Tips for Beginners
H2: Choosing the Right Plants
H2: Preparing Your Garden Soil
H3: Organic Fertilizers vs Chemical Fertilizers
H2: Watering and Maintenance Tips
FAQs: How often should I water my garden?
Step 5: Specify Tone, Style, and Unique Angle
Clarify the voice you want: friendly, professional, or expert. Mention if you want the article to be data-driven, story-based, or tutorial-style. This ensures consistent branding and keeps your readers engaged.
Step 6: Provide References and Examples
Share links to top-ranking articles and other references your writer should consider. Example:
- Example 1 – Comprehensive guide on vegetables
- Example 2 – Beginner-friendly tips
Ask the writer to cover everything in these articles and add unique insights that competitors missed.
Step 7: Include On-Page SEO Guidelines
Ensure writers integrate SEO from the start:
- Meta Description: Short summary of the article with the primary keyword
- Word Count: Recommend 1,200–1,500 words for detailed guides
- Internal & External Links: Suggest pages to link within your website and high-authority sources outside
Images & Alt Text: Include images with descriptive alt text containing keywords
Step 8: Define CTA and Conversion Goals
Specify where to include calls-to-action (CTAs):
- Subscribe to the newsletter
- Download a guide
- Purchase a product
Clearly instruct how these CTAs should appear in the content to drive conversions.
Step 9: Provide Project Details
Include practical instructions:
- Deadline: When to submit the draft
- Contact Person: Who to ask questions
Submission Method: Google Docs, Word, or another format
Conclusion
A well-crafted content brief bridges the gap between your SEO strategy and the writer’s execution. It ensures clarity, reduces errors, and improves efficiency. By integrating keywords, structure, tone, references, and SEO guidelines, you create content that is not only high-quality but also optimized for search engines — increasing your chances of ranking higher and reaching the right audience.
