A content marketing brief helps you effectively create content by managing the time and efforts. It also enables you set out your content marketing expectations.

Content Marketing Institute contributor Daniel Hatch has shared a useful article on creating a good brief for content marketing.

Highlighting the importance of a good brief in content marketing, Hatch says, “Arming content creators with a thorough brief gives them the best possible chance of at least creating something that is fit for purpose – even if it’s not quite how you would have done it. Give them too little information, and there’s almost no hope they’ll deliver what you need.

On the flip side, overloading your content creators with more information than they need can be counterproductive. I know of a writer who was given a 65-page sales deck to read as background for a 500-word blog post. Do that and you risk several things happening:

  • It’s not worth the content creator’s time reading it, so they don’t.
  • Even if they do read it, you risk them missing out on the key points you want to get across.
  • They’ll charge you a fortune because they’re losing money doing that amount of preparation”.

How to Create a Good Brief for Better Content Marketing

Content Marketing Institute

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