![]() What's their pain point? / Why are they reading this article?įor B2C content, you'll ask slightly different questions: What stage in the customer journey are they at? What's their experience level with the topic? If you're writing B2B content, here are some questions you should be asking: What you put here will be very different if you're working on B2B content vs. "Know your audience" is the golden rule of content marketing. Limiting it to one sentence ensures that it doesn't accidentally turn into a mini-outline. This sentence tells your writer: here is the information you must convey in this piece. Other than the target audience, I'd say this is the most important part of the brief. The title might-and probably will-change after the writer has completed the draft, but this will make sure everyone's in alignment on the hook for the article: what is it that's going to make people want to read this post? 1-sentence description Titleĭrop the suggested title of the article here. Which you choose depends on a lot of factors, but here, we're assuming you'll be filling this out for your writers. There are two ways to fill out an article brief template: you can do it, or you can have your writers do it. How to fill out the article brief template To get started, make a copy of the template here. ![]() Agencies might be working with hundreds or even thousands of clients, which means you need to be more in-your-face about your company's needs. A brief can help you be sure they give you what you're looking for instead of defaulting to their own rules. If you're working with a partner, it's likely they have their own blog with their own standards, voice, and style. But if you're working with less experienced writers, it can help you be sure they're keeping their audience, keywords, and goals in mind. Experienced marketers think about their audience and can generally put together an outline without a template. When you're working with inexperienced writers. An example would be our best apps pieces-they have the same structure every time, so we have a brief template for them. When you're creating a very standardized content type. Here are a few situations where using a brief is important: Having said that, there are definitely exceptions-times when we recommend using briefs, even for content types you've done a million times. But there's a reason for that: we've had more than a decade to figure out what we're doing, and we've found a groove that works without them. Include fields in your app for each of the template sections, and then automatically populate the template every time you mark the article as "In progress." When to use a blog content briefįull disclosure: we don't really use article briefs at Zapier. ![]() If you use an app to manage your editorial calendar, you can automate the process of creating the brief.
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