Spencer Lanoue
Creating a content brief might sound like a task for a marketing team, but it's an essential tool for anyone looking to produce focused, effective content. Whether you're writing a blog, crafting a social media campaign, or developing a video script, a content brief acts as your roadmap. It outlines the objectives, audience, key messages, and other crucial details that guide the content creation process. Let's break down how to create one that works like a charm.
Why You Need a Content Brief
Before diving into the mechanics, let's chat about why a content brief is so valuable. Imagine setting out on a road trip without a map. You might eventually get to where you're going, but you're bound to take a few wrong turns along the way. A content brief keeps you on track, ensuring everyone involved in the project understands what's needed.
Having a solid brief can save you time and resources by minimizing revisions and aligning everyone's expectations from the get-go. Plus, it provides a reference point to evaluate the final product. If you're not sure how to start, don't worry. I'll walk you through it.
Setting Clear Objectives
Your content brief should start with clear objectives. Ask yourself: What do you want this piece of content to achieve? Are you looking to inform, entertain, persuade, or do something else entirely? With clear objectives, your content will have direction and purpose.
For instance, if you're creating content to boost brand awareness, your objective might be to increase website traffic by 20% over the next month. Or if you're crafting an email campaign, maybe your goal is to achieve a 15% open rate. These objectives will guide the rest of your brief.
Identifying Your Audience
Understanding your audience is like knowing who you're cooking for at a dinner party. You wouldn't serve a spicy dish to someone who can't handle heat, right? Similarly, knowing your audience helps tailor your content to their preferences and needs.
Consider demographics like age, gender, location, and interests. But don't stop there. Think about their challenges and how your content can provide solutions. For example, if your audience is young professionals, you might focus on how your content can help them advance in their careers.
Crafting the Key Message
Your key message is the heart of your content. It's the main point you want your audience to remember. Think of it as your elevator pitch. If you had just a few seconds to convey your message, what would you say?
To craft an effective key message, keep it simple and focused. Avoid jargon unless it’s specific to your audience. Here's a tip: if you can explain your key message to a friend who knows nothing about your topic, you're on the right track. For instance, if you're writing about the benefits of using Spell, your key message might be: "Spell helps you create high-quality documents faster and more efficiently."
Defining the Content Format
Once you have your objectives, audience, and key message, it's time to decide on the format. This could be a blog post, a video, a podcast, or something else entirely. The format should align with your objectives and audience preferences.
For example, if your audience prefers visual content, a video or infographic might be more effective than a lengthy article. On the other hand, if you're targeting professionals who enjoy in-depth analysis, a detailed white paper could be the way to go. Remember, the format should serve the content, not the other way around.
Research and Background Information
Now that you have a framework, it's time to gather the necessary research and background information. This includes statistics, quotes, case studies, and other supporting materials that will bolster your content.
Be thorough, but also selective. Only include information that directly supports your key message. If you're discussing how Spell can improve document workflow, you might include statistics on time saved using AI tools. This research will lend credibility and depth to your content.
Outlining the Structure
Think of your content structure as the skeleton that holds everything together. A well-organized structure ensures your content flows logically and keeps your audience engaged from start to finish.
Start with an introduction that hooks the reader, followed by the main body where you delve into your key points. Wrap up with a conclusion that reinforces your message and calls the reader to action. If you're writing a blog post, for example, you might structure it with headings and subheadings for easy navigation.
Including a Call to Action
No piece of content is complete without a call to action (CTA). This is where you guide your audience on what to do next. Whether it's signing up for a newsletter, trying out Spell, or sharing the content, a CTA should be clear and compelling.
Place your CTA strategically. If it's a blog post, it might appear at the end, while a video could have multiple CTAs throughout. The key is to make it easy for your audience to take the desired action.
Review and Feedback
Last but not least, review your content brief with fresh eyes. Share it with colleagues or stakeholders to get their feedback. This step is crucial for catching any inconsistencies or gaps you might have missed.
Consider using Spell to draft and revise your content brief quickly. Its AI capabilities can help refine your document and ensure it’s clear and concise.
Final Thoughts
Creating a content brief doesn't have to be complicated. By setting clear objectives, knowing your audience, and structuring your content effectively, you can produce content that hits the mark. And with Spell, you're equipped with a powerful tool to streamline the process and polish your documents effortlessly.
