Build better articles with a content brief covering intent, entities, questions, evidence, structure, and conversion goals.
The job of a content brief
A useful brief aligns strategy and execution. It defines who the page serves, what problem it solves, what action it should support, and why it deserves to exist.
Audience and intent
Document the primary audience, their level of knowledge, their immediate question, and the task they want to complete. Select a primary intent and note important secondary needs without trying to make one page serve every journey stage.
Topics, entities, and questions
List the concepts and named entities required for a complete explanation. Add genuine audience questions and clarify which deserve concise answers, deeper sections, examples, or separate resources.
Evidence and differentiation
Specify primary sources, internal data, expert input, examples, or screenshots. State the distinct contribution the article will make. If the brief cannot articulate new value, reconsider publishing it.
Structure and completion criteria
Outline the narrative rather than prescribing a rigid heading formula. Define internal links, metadata, calls to action, accessibility requirements, reviewer responsibilities, and the date for the next accuracy review.
Turn the strategy into a repeatable workflow.
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