It is imperative that you get a handle on how to create clear, concise briefs if you hire a freelancer or a content marketing company to take on all of your digital marketing on your behalf. Here’s a brief breakdown on how to create better briefs:
Indicate Your Expectations
What do you want this specific piece of content to achieve? Should it inform? Describe? Entertain? What is the ultimate call to action? Do you want the reader to click through to view a product? Sign up to your mailing list? Follow you on social media?
Highlight the Main Message
What is the most important aspect of the content? What is the main message that you would like to get across? Or the most important piece of information that you would like to communicate?
Give a Clear Description of the Target Audience
The target audience will have a great effect on the tone of the piece, so it is always important to provide your content marketing lead with this info.
Give Info About Your Brand
What is the brand’s general tone of voice? What is its desired perception? Also, be sure to send through a style guide if you have one handy.
Keep it Concise
Some clients think that the more information they give their content creator, the better the outcome will be. However, giving a 30-page brief for a page worth of work is not going to do you, or the piece, any favours. If the brief is too long, there is a good chance that the writer won’t read through all of it, and it is easy for the most important information to get lost this way.