I work at an agency that produces a high volume of content for each client every month. My issue is that I often find myself doing the actual copywriting instead of just creating a brief or outline for the copywriter to take over. I provide keywords, research links, and a basic outline of what I want to talk about, but I end up getting too involved and doing the work myself. While I use AI to help with outlining and some content creation, the quality of the content often does not meet user intent. It's a challenge for me to find the right balance between providing direction to the copywriter and not getting too involved in the process to avoid excessive revisions.
A content brief should be detailed enough to guide the copywriter but not so detailed that it stifles their creativity. To strike this balance, consider using a structured format that includes the following elements:
- Target Audience: Clearly define who you are writing for. Include demographics, interests, pain points, and what they hope to gain from reading your content.
- Content Goal: State the specific objective of the content, such as generating leads, increasing website traffic, or educating readers.
- Content Format: Specify the desired format, such as blog post, website copy, social media post, or email.
- Content Topic and Key Message: Provide a clear and concise topic outline and the core message you want to convey.
- Keywords: Include a list of relevant keywords that will help optimize the content for search engines.
- Tone and Style: Define the desired tone and style of the content, considering factors like formality, humor, and brand voice.
- Call to Action: Specify what you want the reader to do after reading the content, such as visiting a website, signing up for a newsletter, or making a purchase.
- Research Links: Share relevant research links, data, and statistics that can inform the copywriter’s understanding of the topic.
- Examples: Provide examples of successful content from other brands or websites that align with your desired tone and style.
Remember to clearly articulate your expectations for the copywriter and give them the freedom to interpret your instructions and add their own creative flair. By providing a clear and concise brief, you empower your copywriter to create high-quality content that meets your needs and user intent.