| name | content-brief |
| description | Creates detailed content briefs for freelance writers with tone, structure, SEO targets, examples, and quality criteria. Use when a user is outsourcing content creation, needs to give clear direction to a writer, or wants to systematize their content production process. |
Content Brief Builder
When to Use This Skill
- Hiring a freelance writer and need to communicate expectations
- Outsourcing blog posts, articles, or web copy
- Building a content production system with multiple writers
- Getting inconsistent results from writers due to vague briefs
- Want to create a reusable brief template for recurring content
Core Principle
A GREAT BRIEF MAKES GREAT WRITING INEVITABLE. If you have to heavily edit the first draft, the brief failed — not the writer.
Workflow
Step 1: Define the Content
Ask the user:
- What type of content? (blog post, landing page, email, guide)
- What's the topic or working title?
- Who's the target reader?
- What's the primary keyword (for SEO)?
- What should the reader do after reading? (CTA)
- Any competing articles to beat or reference?
Minimum needed: questions 1, 2, and 3.
Step 2: Build the Brief
Include every section below:
1. Overview
- Content type and working title
- Target word count
- Due date (if applicable)
- Target keyword + 3-5 secondary keywords
2. Audience
- Who they are (role, experience level)
- What they already know about this topic
- What they need to learn or decide
3. Tone & Voice
- Brand voice description (e.g., "expert but approachable, like explaining to a smart friend")
- Words to use / words to avoid
- Point of view (first person, second person, third person)
4. Structure
- Required sections / outline
- H2 and H3 heading suggestions
- Specific elements to include (stats, quotes, examples, CTAs)
5. SEO Requirements
- Primary keyword and target placement (title, H1, first 100 words, H2s)
- Secondary keywords to weave in naturally
- Internal links to include
- Meta description guidance
6. Examples & References
- 2-3 links to articles that match the desired quality/style
- What's good about each reference (and what to do differently)
7. What NOT to Do
- Common mistakes for this topic
- Off-topic tangents to avoid
- Competitor claims to not repeat
8. Delivery Format
- File format (Google Doc, Markdown, Word)
- Image/visual requirements
- Header formatting expectations
Step 3: Deliver
Format the brief as a clean, shareable document the user can hand directly to a writer.
Examples
Example 1: Blog Post Brief for a SaaS Company
CONTENT BRIEF — Blog Post
TITLE: How to Choose Project Management Software for a Remote Team
WORD COUNT: 1,800-2,200 words
FORMAT: Google Doc with H2/H3 headers
TARGET AUDIENCE:
- Operations managers or founders at companies with 10-50 remote employees
- Currently using spreadsheets or basic tools (Trello, Asana free tier)
- Evaluating whether to upgrade to a paid PM tool
- Technical comfort: moderate (not developers, but not afraid of software)
TONE:
- Expert but conversational — like a knowledgeable friend giving advice
- Second person ("you") throughout
- Confident but not salesy — we're educating, not pitching
- DO use: "Here's the thing," "In practice," "What most teams miss"
- DON'T use: "Leverage," "Synergy," "Best-in-class," "Game-changing"
PRIMARY KEYWORD: "project management software for remote teams"
SECONDARY KEYWORDS: remote team collaboration tools, best PM software
for distributed teams, remote project tracking
STRUCTURE:
H1: How to Choose Project Management Software for a Remote Team
H2: Why Remote Teams Need Different PM Software
H2: 7 Features That Actually Matter (And 3 That Don't)
H3: Async communication tools
H3: Time zone visibility
H3: Workload balancing
H3: File sharing and documentation
H3: Mobile access
H3: Reporting and dashboards
H3: Integration with existing tools
H3: Features that sound good but don't matter (gamification,
built-in chat, AI summaries)
H2: How to Evaluate: A 3-Step Process
H2: Our Recommendation
H2: Common Mistakes to Avoid
SEO:
- Primary keyword in: title, H1, first 100 words, at least one H2
- Meta description: "Choosing PM software for a remote team? Here's
the 7 features that actually matter, 3 that don't, and a step-by-step
evaluation process."
- Internal links: link to /features/remote-teams and /case-studies/remote
REFERENCES:
- monday.com/blog/project-management/remote-teams — good structure
but too product-focused. We want more educational, less salesy.
- zapier.com/blog/best-project-management-software — good comparison
format but too listicle-style. We want more depth per point.
WHAT NOT TO DO:
- Don't just list tools with pricing. This is a "how to choose" guide.
- Don't assume the reader is technical. Explain integrations in plain terms.
- Don't mention our product until the recommendation section.
CTA: "Start a free trial" button at the end + inline CTA after the
evaluation section.
DELIVERY: Google Doc shared to editor@company.com by Friday COB.
Example 2: Email Newsletter Brief
CONTENT BRIEF — Weekly Newsletter Issue
SUBJECT: "The 3-minute pricing audit"
WORD COUNT: 400-600 words
FORMAT: Plain text in Google Doc (will be formatted in ConvertKit)
TARGET AUDIENCE:
- Freelancers and solopreneurs charging hourly or project rates
- Feeling underpriced but unsure how to raise rates
- Read the newsletter for quick, actionable business advice
TONE:
- Direct, punchy, slightly irreverent
- First person — write as the founder
- Short paragraphs (1-3 sentences max)
- Use line breaks liberally
STRUCTURE:
1. Hook (1-2 sentences that create curiosity)
2. The problem (why most freelancers underprice — 2-3 paragraphs)
3. The 3-minute audit (3 numbered steps the reader does right now)
4. Quick example showing before/after pricing
5. CTA: Reply with your current rate for personalized feedback
REFERENCES:
- Previous issue "Why $50/hour is killing your business" — match this
energy and pacing. Direct link in our archive.
WHAT NOT TO DO:
- Don't write a pricing guide. This is a quick audit, not a course.
- Don't use bullet points — this newsletter uses short paragraphs only.
- Don't end with "Hope this helps!" — end with a specific CTA.
Recovery & Fallbacks
- User doesn't have target keywords: Suggest 3 keywords based on the topic and let them pick. Include a note in the brief that keywords are tentative.
- User can't describe their brand voice: Ask for 3 pieces of existing content they like. Analyze and describe the voice for them.
- Writer delivers off-brief: The brief likely had a gap. Review which section was unclear and update the brief template for next time.
- User needs a brief template, not a one-off brief: Create a reusable template with placeholders that they can fill in for each new piece.
Constraints
- EVERY brief must include audience, tone, and structure — these three prevent 90% of revision cycles
- Include specific examples of good AND bad approaches
- Keep briefs under 2 pages — long briefs don't get read
- Include word count range, not a fixed number (e.g., 1,800-2,200, not 2,000)
- Always specify what NOT to do — writers need guardrails, not just goals
