If you outsource your content creation to an in-house or external copywriter or to a content marketing agency, writing a good briefing for your texts is of utmost importance. A good briefing ensures that you have less work providing feedback later on. But what should you pay attention to? What should definitely be included in such a briefing?

Start with the basics

What type of content do you need? Is it a blog article, a whitepaper, a press release, etc.? And approximately how long should that text be? For example, blog posts are often between 500 and 1000 words, while a whitepaper can often be much longer. Also important: in which language do you want to receive the first version of your text? Are you working with an agency? Then you can also specify which translations you’ll need afterwards.

Also, make clear agreements about deadlines. When do you want to receive the first draft? And when should the final version be online?

Goal and target audience

Indicate where the content will be published and what its purpose is. For the latter, we often use the following terms: awareness, consideration, and decision, or Top-of-Funnel (TOFU), Middle-of-Funnel (MOFU), and Bottom-of-Funnel (BOFU), depending on how far your target audience has progressed in the funnel or decision-making process. Apart from that, the goal can simply be ‘customer happiness’.

Include in your briefing for which target audience this text is being written. In other words, which buyer persona (with corresponding needs and problems) should the copywriter keep in mind?

Background information

Of course, provide a clear description of the content of the text and what must definitely be covered. Let the writer know where background information can be found, which individuals may be contacted for additional information, which other articles or website pages can be linked-to in the text, and which Call-To-Action (CTA) can be added at the end. What do you want the reader to do after reading this text?

Have you already done keyword research? Then also provide the main keyword (or keyword cluster) for this text.

Tone of voice

All necessary information about your tone of voice should be included. This way, you maintain your unique and recognisable voice as a brand, regardless of which copywriter has written a certain article. Do you address the reader formally or informally, do you want to write mainly seriously or can there be some humour? This tone of voice is often the same for different texts, but if you have specific guidelines for the current text (or things you absolutely do not want in it), you can also include them here.

Images and social media posts

Do you want the copywriter to also propose accompanying images? Then let them know how many images you would like, in what format, and which database can be searched.

You can also order accompanying social media posts with your briefing. Specify how many posts you want, for which social media platforms, and potentially which direction you want to take with them.

Tips not to forget anything

Are you working with a content agency? Check if they have a standard briefing document. This way, you can be sure you’re not overlooking anything.

If you’re using a specialised content creation tool, like ContentRockr, the necessary fields are already indicated. Handy to not forget anything.

Do you have a briefing but are you still looking for the right person to write it?

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