In this article · 6 sections
"Write a blog on SEO, 1,000 words" produces generic content every time, whether a freelancer or AI writes it. A clear content brief is the difference between an article you can publish and one you have to rewrite.
Template
Working title:
Goal: What should the reader do after reading? (call, book, trust us)
Reader: Who exactly? Their situation and knowledge level
Search intent: What are they trying to find out? See search intent explained
Main keyword + 3–5 related terms:
Must answer: 5–8 questions, in order
Outline (H2s): draft headings
Our expertise to include: real numbers, examples, local details, opinions
Sources: links to official or trusted information
Internal links: 3–5 pages on our site to link to
Tone: link to the tone of voice guide
Length: approximate range
CTA: final call to action
Don't: competitors to avoid naming, claims not to make
The section that matters most
"Our expertise to include" turns a generic article into one only you could publish. Spend 10 minutes noting real prices, timelines, customer questions and mistakes you've seen. This is what search engines and readers reward.
Research before briefing
- Search the keyword and read the top 5 results. What's missing?
- Check People Also Ask
- Ask your sales team what customers ask
See keyword research for local business.
Using the brief with AI
Paste the full brief into the AI tool, then edit the draft carefully, especially facts. See AI-written blog quality checks.
Review against the brief
When the draft arrives, check it section by section against the brief, not against your mood that day. Then use the proofreading checklist.
FAQs
How long should a brief be?
One page is usually enough. Longer for complex technical or legal topics.
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