Why content briefs are important

I do some corporate work as part of my freelance career  where I write company blogs, white papers, sponsored content or tips sheets. That means writing to a client’s requirements, which means a content brief.

I like this type of work because you generally get a clear idea of what the client wants. The problem arises when a client contracts you out of the blue for some work and then doesn’t give you that content brief. In fact, it’s annoying because it leads to emails like this:

“‘Personality’ is good… we want this copy to sparkle.”

Sparkle, like a love for  vampires, is subjective. Does that  mean they want a hint of shine or full-on bling?

What results is miscommunication and frustration on both sides. The client only knows what they don’t want and the freelancer has wasted their time trying to produce something that “sparkles.”

This is where a content brief is so desperately needed.  Here’s what you should give your freelancer. And freelancers, this is just the basics of what you ask before you begin work.

• Who is the intended audience
• What is the purpose or objective of the content?
• The tone of the piece. Do you want it formal, informal, casual?
• Keywords to be included in the piece
• Keywords to avoid
• Competitors to mention (or not)
• Links (if needed)
• Length
• Who is going to edit it
• Timelines
• An expert if one is needed

It doesn’t have to be a long document but it is a necessary one. It means that everyone knows exactly what to expect from the content.

And please, whatever you do, don’t send the freelancer a link to another blog you like. If you like that blogger, hire them.

(Updated from 2012)

 

 

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