Writing content without a clear and concise content brief can be catastrophic for any content marketing program. A solid content brief acts as the link between your content strategy and content creation, ensuring your written content is in line with your content strategy.
To put it simply, content briefs help communicate all aspects of your content concept to the writer before they can execute a piece of content. In turn, you’re more likely to receive a piece of content that’s aligned with your brand, campaign, and marketing efforts.
So, how do you ensure your content brief is good enough to serve as an SOP for your content creation process? In this article, we’ll take a look at five effective tips to make solid content briefs for content marketing.
Set Your Content’s Goals
When creating your content assignment brief, you need to add a section that communicates the end goal of the content. What are you trying to achieve with your post? Is it to provide value to readers? Generate more leads? More followers? Brand awareness? Or maybe all of the above? What action should readers take after reading your post?
By setting clear goals and objectives of your content, you help writers understand what you hope to achieve. This way, they’ll be able to churn out the piece that focuses on what’s important, helping you stay on track with your content marketing strategy.
Establish Your Persona or Target Audience
Good content is one that’s tailored to who will benefit the most. In that case, it’s very important to specify the persona or target audience for each piece to fulfill a marketing purpose. You need to give your writers adequate info about who they’re writing for so they can write content that addresses their pain points.
For the content to be valuable and effective, writers should match the content to the expectations of the target audience. Hence, even basic surface-level facts like age, gender, and education level can prove handy in helping writers nail the execution. It’s crucial to provide as much context as possible upfront to avoid any miscommunication with your writers.
Provide a Working SEO Title of the Page
Always remember to add your working SEO title (head title) of the page when creating a content brief for writers. A working title, also known as a tentative or production title, is a temporary title that writers can refer to while writing your content. It should be unique and contain 60 characters or less (including the main keyword).
For example, your working title can be something like this: X Tips To Make Solid Content Briefs for Content Marketing. Basically, this title gives your content creators some leeway to swap the headline for a better, more eye-catching version.
Decide On Your Content Structure
The angle from which you approach a given topic can help set your business apart from your competitors. To ensure that Google and other search engines properly interpret and rank your content, you must optimize all SEO-impacting elements of the content itself. These include the blog post title, descriptions, URLs, links, images, and more.
However, trying to analyze your competitor pages manually to figure out the best possible content structure is both inefficient and time-consuming. Luckily for you, it’s possible to use Python to automate some of the repetitive and labor-intensive SEO tasks. All you need is a simple script created using Python split to scrape the top-ranking pages in your niche. Use it to extract crucial data on aspects such as content structure and keyword placement to guide you on how to optimize your content.
Be Clear About Your Brand’s Voice
It is useful to share your brand’s voice, tone, and writing style with your copywriter. Experienced writers can tailor the copy for different audiences and purposes. However, if you’re not clear about how your audience should be spoken to, you’re less likely to get the content that addresses your customer’s needs, expectations and taste.
Depending on your particular brand’s character, the tone of voice could be statesmanlike, playful, or hard-hitting. Also, determine whether the vocabulary should be intricate or simple and familiar. These specifications enable writers to create content that gives your brand a competitive edge in the long run.
Solid content briefs play a significant role in the success of your content marketing strategy. They convey all the necessary information about your company objectives to ensure that you and your writing team are on the same page.
With a solid and detailed brief to guide content writers, the actual content development becomes less stressful. As the framework for your content, it ensures that everything’s aligned to the true north of your content marketing goals.
So the next time you want to create new content, no need to reinvent the wheel. Use these five easy tips to make solid content briefs and you’ll see your content make headway.