How to write a content brief (with a template)

A content brief template gives a writer clear instructions before drafting starts. It covers the goal, reader, angle, outline, sources, links, tone, and next step. This reduces questions and revisions caused by work that took the wrong direction.

A brief also gives the editor a clear standard for reviewing the draft. It does not need to plan every sentence. It needs to give the writer enough information to start without guessing.

What a Content Brief Is

A content brief is a short document that tells a writer what an article must do before drafting starts. It describes the reader, goal, angle, structure, evidence, links, tone, and call to action.

A clear brief saves the writer time by making the assignment clear and saves the editor time by reducing rewrites caused by the wrong audience, missing facts, or a poor structure. Practitioner guidance from Ahrefs and HubSpot supports these benefits, although no reliable general statistic shows exactly how much time a brief saves.

What Goes Into a Good Content Brief Template

Start with the decisions that shape the article.

• Goal: State what the article should help the reader do and what it should achieve for the business.
• Reader: Describe who will read it, what they know, and what problem they need to solve.
• Search intent and main keyword: Search intent means the reason behind a search. Someone searching “content brief template” likely wants a usable format, not a history of content marketing. Add the main search phrase when search traffic matters.
• Angle: Explain the useful point of view. For example, “a short brief that prevents avoidable back-and-forth.”
• Outline with H2s: Name each main section and explain its purpose. An outline is one part of a brief, not the whole brief.
• Sources and facts: Link to approved sources, internal data, or experts. Mark facts that need checking.
• Examples: Add scenarios, customer questions, screenshots, or comparisons that make the advice easier to use.
• Internal links: Name the destination page, suggested anchor text, and suitable placement. Google recommends descriptive links that help readers understand what they will find.
• Tone: Give clear instructions such as “plain, practical, and friendly.”
• Length range: Set a range based on the work needed. Google says it has no preferred word count.
• Call to action: Tell the reader what useful step to take next.
• What to avoid: List unsupported claims, off-topic sections, jargon, or sales language that does not fit.

Give enough direction to prevent major misunderstandings. A brief that dictates every paragraph leaves the writer no room to make useful editorial choices.

Copyable Content Brief Template

## Content brief

- **Working title:**  
  [Clear title]

- **Goal:**  
  [What should the reader do or understand? What should the business achieve?]

- **Reader:**  
  [Who is this for? What do they already know? What problem do they have?]

- **Search intent:**  
  [What does the reader want from this search?]

- **Main keyword or search phrase:**  
  [Primary phrase, if relevant]

- **Angle:**  
  [What makes this article useful or different?]

- **Main takeaway:**  
  [What should the reader know or do by the end?]

- **Outline:**
  - **H2: [Heading]**  
    [What this section should explain or help the reader do]
  - **H2: [Heading]**  
    [What this section should explain or help the reader do]

- **Sources and facts to use:**
  - [Link and fact to check]

- **Examples to include:**
  - [Scenario, comparison, or worked example]

- **Internal links:**
  - [Destination page]  
    Anchor text: [Words to link]  
    Placement: [Where it fits]

- **Tone and style:**  
  [Plain English, formal, friendly, technical, and so on]

- **Length range:**  
  [Set a range based on the work needed]

- **Call to action:**  
  [Useful next step]

- **What to avoid:**
  - [Unsupported claims]
  - [Topics outside the scope]
  - [Unneeded jargon or sales language]

- **Review notes:**  
  [Who checks facts and approves the draft]

Filled Example: Choosing Dog Food for a Senior Dog

This example shows how the fields work together in a pet shop blog post.

Working title: How to Choose a Dog Food for a Senior Dog

Goal: Help owners compare food labels, recognize when to ask a veterinarian for advice, and shop with better information without recommending a specific brand.

Reader: U.S. dog owners with an older dog. They may be concerned about weight, appetite, or lower activity. They are not nutrition experts.

Search intent: The reader wants a practical checklist before choosing or changing food.

Main keyword: how to choose a dog food for a senior dog

Angle: The word “senior” on a package is only one clue. To judge the food, readers should check whether it meets nutritional adequacy standards and review its calorie information. They should also consider the dog’s condition and whether the manufacturer can answer nutrition questions.

Outline:

• Start with your dog’s health and body condition: Explain why a dog with a diagnosed condition needs individual veterinary advice.
• Read the nutritional adequacy statement: Use FDA guidance on “complete and balanced” pet food.
• Check life-stage information: Use AAFCO’s label guidance and avoid implying that every “senior” food has a separate official nutrient profile.
• Compare calories and feeding directions: Explain that directions are starting points and may need adjustment for the individual dog.
• Know when to call a veterinarian: Include diagnosed disease, major weight change, and sudden appetite changes as reasons to call a veterinarian.

Examples: Include a label-reading checklist and three questions to ask a food manufacturer.

Internal links: Link to the shop’s pages about reading dog-food labels, feeding amounts, and veterinary advice.

Tone: Calm, plain, and practical. Avoid fear-based language and medical claims.

Length range: Set a range based on the work needed.

Call to action: Compare the nutritional adequacy statement and calorie information on two foods. If the dog has a health condition or a sudden health change, ask a veterinarian before changing diets.

What to avoid: Do not make brand recommendations without evidence or claims about ingredients without support. Also avoid saying that the word “senior” guarantees a food suits every older dog. For health-related claims, use current guidance from FDA pet-food regulations.

Common Content Brief Mistakes

The brief is too vague. “Write about bookkeeping” gives the writer a subject but no purpose. Name the reader, decision, angle, and desired next step.

It does not name a reader. “Small businesses” could mean a new freelancer or a company with many employees. Describe the reader’s experience, problem, and situation.

It has no sources. If the article needs current rules or medical information, link to approved sources and mark facts that need review. Otherwise, the writer and editor may have to replace unsupported claims.

The outline has no purpose. Headings such as “Bookkeeping methods” do not tell the writer what the section should help the reader decide. Add a sentence under each H2 that explains its purpose.

The brief becomes a draft. Give direction, evidence, and boundaries. Leave the writer room to explain the subject.

How Long Should a Content Brief Be?

Most blog-post briefs fit on one or two pages when you link to background documents instead of pasting them into the brief. Make the brief longer when the subject is technical, regulated, high-stakes, or needs several reviewers. This matches the practical guidance from HubSpot, while Ahrefs warns against turning a brief into an almost complete article.

A brief has no fixed word count. Include enough information for a capable writer to start without guessing, and no more.