What is a Content Brief?

A content brief is a document that outlines everything a writer needs to know before creating a piece of content. It includes the target keyword, search intent, key points to cover, tone, structure, and any specific requirements.

Content briefs ensure writers create helpful content that meets strategic goals. They're especially important when working with multiple writers or using AI-generated content as a starting point.

Why content briefs matter

Without a brief, writers guess at what you want. They might miss critical points, target the wrong keyword, or misunderstand the audience. This leads to revisions, inconsistency, or content that doesn't serve your SEO goals.

Briefs save time by getting content right the first time. They capture your research and strategic thinking in a reusable format. Future posts on similar topics become easier because you have templates to follow.

Start with the target keyword and search intent. What do people actually want when they search this term? Include key points to cover based on top-ranking content. Look at the SERP and note what all top results include. Specify structure: how many words, what heading tags to use, where to include the keyword. Add tone and voice guidelines appropriate for your audience's expertise level.

For AI-assisted writing

Content briefs become even more important when using AI tools. AI needs explicit instructions about keyword placement, structure, and what points to emphasize. Include examples of your preferred style and specify common AI writing pitfalls to avoid.

A good brief for AI includes the exact keyword to use, where to place it (H1, first 100 words, H2s), how many lists to include, and which glossary terms to link to. The more detailed your brief, the better your AI first draft will be. Well-structured briefs also help establish a consistent brand voice across all AI-generated content.