How to write a content brief

Why it matters

Most weak pages are weak before the first word is written. The writer did not know the reader, the question, or which facts only the business can supply, so the draft fills space with generic text.

A brief also protects your time. Reviewers can check the draft against agreed points instead of arguing about taste, and the same brief works for a freelancer, an employee, or yourself next quarter.

Key takeaways

• Write the direct answer first. If you cannot state it in 2 sentences, the page is not ready to brief.
• List the first-hand facts the page needs and who will supply them.
• Set the page type from search intent. Google has no preferred word count, so skip arbitrary length targets.
• Include internal links, sources, and acceptance checks so review is quick.

Step by step

1. Define the reader and their question

   Write 1 sentence about who the reader is and 1 sentence that states the question they want answered. Add where they are in their decision, such as comparing options or ready to book. This shapes every choice that follows.

2. Set the primary query and intent

   Name the main phrase, the intent behind it, and the page type that fits. Search the phrase and note what the top results include, including any features such as a map or an AI Overview. Note anything missing from those results that you can supply.

3. Write the direct answer

   Draft the 40 to 60 word answer that will open the page. Have the subject expert approve it before anything else is written. Everything on the page supports this paragraph.

4. List the facts and first-hand material

   Specify the prices or ranges, timelines, process steps, service areas, photos, and examples to include, and who will provide each. Google's guidance values first-hand experience and a unique point of view. Flag any claim that needs a source.

5. Draft the outline as questions

   List the H2 headings as the questions the reader will ask next, in order. Add 1 line under each saying what it must cover. Keep paragraphs short and plan a table where a comparison fits.

6. Specify links and sources

   List 3 internal pages to link to, and which existing pages should link back to the new one. Name the external sources to cite and the facts they support. Describe anchor text in plain terms.

7. Set the on-page details

   Give a working title, a meta description, a URL, a suggested image or diagram, and any schema type that applies. State the author and reviewer. Note the call to action that fits the reader's stage.

8. Add acceptance checks

   List what must be true before publishing: facts verified, no copied text, the answer in the first paragraph, links work, and the expert approved. The brief becomes the review checklist.

A brief template

Reader: who they are, where they are in their decision
Question: the exact question the page answers
Primary query and intent:
Page type:
Direct answer (40 to 60 words):
First-hand facts to include, and the source of each:
Outline (H2s as questions):
Internal links out (3):
Pages that should link in:
External sources to cite:
Title and meta description draft:
Next step for the reader:
Author, reviewer, due date:
Checks before publishing:

Questions