Creative Brief Checklist

How to Plan Content That Gets Results
creative brief
Developing a Creative Brief is important if you want your content to get results.

A common mistake when creating content is to skip the planning stage and go straight to content creation. Why is this a risk? Because results don’t happen by accident. Fail to plan and you’re planning to fail. 

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 marketing (and business) goals! 

A Creative Brief a tool copywriters use to keep the content on target. Otherwise they’re guessing, and your results will be limited.

“If you fail to plan, you are planning to fail.”

Benjamin Franklin

The 4 Parts of a Creative 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 may not include all the following information. But it covers the four essentials.

  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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