Content Brief Checklist

"The most difficult and complicated part of the writing process is the beginning."

The 4 Cornerstones of Results Driven Content

There’s a lot of content on the internet. But most of it fails. Why? Someone skipped the planning. You’re making a big mistake if you skip the planning stage of creating content and go straight to the writing process Content marketing results don’t happen by accident. They start with thorough planning process. And this begins by imagining what’s possible and setting goals.
Business Goals, Marketing Goals, Content Goals: What's the Difference?

Business goals reflect the big picture of your marketing – profitability, growth, etc. Marketing goals are measurable outcomes from your marketing strategies and tactics. Copywriting goals are “engagement” goals. This means creating audience engagement so you achieve the higher goals. 

You must be clear about your business and marketing goals before you can create a Content Brief. This must include for job to be done, who’s reading it and why, the context in which it will appear, and the outcomes it must achieve.

The 4 Essential Parts of a Content Brief

A Creative Brief bridges strategy with tactics. It lets the content creator know who’s consuming the content and what their motivations are. Your brief will cover  these four essential areas.

  1. Strategy
  2. Audience
  3. Context
  4. Expected Results

1. Your Content Strategy

Your content marketing strategy defines what role your content plays in your overall marketing and sales process.

2. Audience

The more the content is directed to a specific audience for a specific reason, the better your results. Speaking to everyone is like trying to boil the ocean.

3. Context

This is the context where the content appears, such as an online magazine. Also known as a marketing channel, it frames the content. This can completely change how it is perceived.

4. Expected Results

The Creative brief should articulate the expected results. Without this information, the content creator must guess. And good luck getting any results.

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