A good writer does not need to know everything about your industry before starting.
But they do need enough information to understand what they are writing about.
That is why a strong content brief matters.
Explain the Business
Start with the basics.
Tell the writer:
- What your company does
- What you sell
- Who you serve
- Where you operate
- What makes you different
Avoid assuming that industry knowledge is obvious.
Define the Audience
Explain who will read the content.
Are they:
- Consumers?
- Business owners?
- Professionals?
- Technical users?
- First-time buyers?
The same topic may need completely different language depending on the audience.
Explain Industry Terms
Create a short glossary for specialized terminology.
Tell the writer which terms are preferred and which terms should be avoided.
Share the Goal
Every piece of content should have a purpose.
Examples include:
- Educate
- Generate leads
- Increase organic visibility
- Explain a product
- Support sales
- Answer customer questions
Provide Reliable Sources
For technical, medical, financial, or legal topics, provide trustworthy sources and identify information that needs expert review.
Google’s guidance emphasizes accuracy, expertise, trustworthiness, and clear authorship, especially for topics where information can significantly affect people’s health, financial stability, or safety.
Explain the Brand Voice
Show the writer examples.
Do you want the content to be:
- Professional?
- Friendly?
- Technical?
- Conversational?
- Educational?
Examples are often more useful than simply saying “make it professional.”
Give Writers Enough Context to Get It Right
A good brief gives a writer the context they need to make informed decisions.
The better the brief, the less time your team will spend correcting misunderstandings later.
