A content brief is a short document that explains what a piece should do before anyone writes it. It does not need to be long. One page is enough if it answers the right questions. Here is a template with notes on each field.
The template
1. Working title. A rough headline that states the topic. It can change later.
2. Reader. Who is this for? Describe their role, what they already know and what they are trying to achieve.
3. Search intent or purpose. What is the reader looking for, or what should the piece accomplish? For example: “Help first-time managers write clear feedback.”
4. Core question. The single question the article must answer.
5. Angle. The point of view or argument that makes this piece different from the others on the topic.
6. Outline. A rough list of sections in order. It can be four or five bullet points.
7. Sources and examples. Links, data, interviews and examples the writer should use, and claims that need a citation.
8. Tone and style. A few words (“practical, warm, no jargon”) and a sample if available.
9. Links. Internal pages to link to, and any external sources to cite.
10. Length and format. Approximate word count, headings, lists and any images.
11. Call to action. What should the reader do next, if anything.
12. Deadline and review. Delivery date, who reviews it and how many rounds of revision are included.
Walkthrough: filling it in
Say the topic is giving feedback to a team member. A short version might read:
- Reader: first-time managers in small teams who have not had training.
- Purpose: show them how to give specific, kind and useful feedback.
- Core question: how do I say something difficult without damaging the relationship?
- Angle: treat feedback as a conversation, not a verdict.
- Outline: why feedback feels hard, a simple structure, two worked examples, mistakes to avoid.
- Tone: practical and warm.
Nothing in that is long, yet a writer reading it knows who they are writing for and why.
Tips for using it
- Keep it to one page. If it grows, it will not be read.
- Write the core question first. If you cannot, the piece is not ready to commission.
- Share it with everyone who will review the draft. Agreeing on the brief avoids disagreement about the draft later.
- Revise the template. After each project, note what the brief missed and add a field for it.
When a brief is not needed
Quick updates and internal notes do not need a formal brief. For anything that will be published, reused or sent to many people, a one-page brief is a small investment that pays back in fewer revisions and a clearer result.
