12 Steps to Writing the Best Web Content Brief

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The purpose of content marketing is to deliver relevant and valuable information, so a good brief, precise but descriptive, is the basis for clear communication about what you want to convey, to whom and how. Below we tell you about the elements that every content brief should include.


1. Project name
Create an attractive title that does not exceed 60 characters and then attach a paragraph describing what the work to be developed is about, in broad terms and in no more than 200 characters. The ability to summarize and write is essential here, since you must briefly explain the universe related to the content.

2. Client
Include a description of who is requesting the content, with a brief description of the company,

3. Purpose and objectives
Discuss what you are trying to achieve with this web content: inform, persuade, entertain, etc. You should also specify the emotional objective , that is, what feelings the audience should experience when reading it.

4. Target audience
Explain who this material is aimed at. Ideally, you shou croatia mobile phone number list ld specify a buyer persona with detailed characteristics of what they are like, what their needs and concerns are.

5. Length or number of words
Define a range that limits the minimum and maximum words needed to develop the topic, number of images and links to other landing pages , if applicable.

6. Style
Specifies the tone in which the content should be written. Whether it will be spoken in a formal, informal, technical, simple, friendly manner, and whether humorous or sarcastic comments are allowed.

Whether the content should be developed in the first person (I, we), in the second person (you) or in the third person (he, they).

It also defines the language to be used, specifying whether it should be written in a neutral tone or with the style and idioms of a particular region.

7. Keywords
Determine whether the writer should include keywords for search engine optimization (SEO) reasons, which ones should appear and how many times they should appear throughout the text. Define whether these should be included in other elements such as the title, meta description, H2, etc.

8. Synopsis
A summary of the topic you want to develop, indicating which points are important to mention or what the pillars are. This item can provide very relevant information if you want very specific content.