How to write a content brief that saves endless rewrites

Most painful content projects start with a vague brief.

Someone sends a short email asking for “a quick blog on sustainability” or “updated copy for the services page”. Deadlines are tight, so everyone jumps straight to writing. After the first draft, feedback arrives in waves. The angle is wrong. The examples do not fit. The tone is off. Three or four rewrites later, nobody is happy and the original deadline is a memory.

A good content brief does not need to be long. It needs to be clear. It is the bridge between content strategy and copywriting, turning loose goals into specific guidance the writer can actually use.

Getting this right saves time, budget and goodwill across teams and agencies.

What a strong content brief has to cover

Think of a brief as a set of answers to the questions a good writer will ask anyway.

First is the objective. What do you want this piece of content to achieve. Not “raise awareness”, but something more concrete: generate event signups, explain a complex programme, move prospects from interest to enquiry.

Second is the audience. Who are you talking to, and what do they already know. A short description is enough: “Export ready Irish manufacturers”, “teachers in EU primary schools”, “time poor managing directors who skim on mobile”.

Third is the core message. What is the one idea you want readers to take away. If you cannot state it in a sentence, the copy will struggle to do it for you.

Fourth is the practical detail. Word count, format, deadline, internal reviewers and any must-include information such as specific services, partners or funding acknowledgements.

Then there are the content strategy elements: priority keywords, links to related pages, and any existing content that this piece should align with or replace.

You can also add two or three examples of content that feel tonally right. They do not have to be yours. They simply give the writer a sense of pace, energy and level of detail.

A simple framework for everyday briefs

To make this workable in busy teams, turn it into a reusable template rather than a blank document every time.

A practical content brief might include headings such as:

• Purpose of this piece 
• Primary audience and context 
• Key message and supporting points 
• Format, length and channel 
• Tone of voice and style references 
• SEO and internal link considerations 
• Logistics: deadline, owner, reviewers 

Filling this in should take 10 to 20 minutes, not an afternoon. If it takes longer, the problem is often upstream. You may need to clarify your own goals first, or run a short content workshop to untangle competing priorities.

Using workshops and audits to write better briefs

If you find that every new content request feels like starting from scratch, it may be a sign that your wider content strategy needs attention.

A content audit can show which topics, formats and pages are already performing well and where there are gaps. Workshops can then bring stakeholders together to agree priorities, angles and messages before you start briefing writers.

The result is a library of agreed themes and storylines that can feed into future briefs. Instead of inventing each piece in isolation, you are drawing from a shared roadmap. That keeps your blogs, landing pages and campaign assets pulling in the same direction.

Making feedback part of the brief, not an afterthought

Even with a strong brief, feedback will still be needed. The difference is that feedback can now refer back to the brief rather than personal preference.

When reviewing a draft, ask simple questions. Does this deliver on the purpose we agreed. Does it speak to the audience we described. Does it land the key message clearly. If the answer is no, identify where the brief or the draft is out of alignment and adjust that, rather than rewriting from scratch based on individual taste.

Over time, this shared language around briefs helps teams become more confident commissioners of content. Writers receive clearer guidance, fewer conflicting comments and a better chance of getting things right first time.

A good content brief is not paperwork. It is a small investment that pays off in smoother projects, stronger copy and fewer late night rewrites.