Creating a Content Brief: Your Guide to Success

What Is a Content Brief?

A content brief is a blueprint for a single piece of content. It's a guide that tells a writer what's being written, who it's for, and what it should cover. A brief doesn't script every sentence but instead sets a direction for the draft to follow. We always recommend using a brief, especially when multiple people are working on a project or have a stake in it.

Why Content Briefs Matter

A good content brief saves time, reduces rewrites, and improves results. You don't have to be a big-name company to use or create one. At EdenProse, we’ve seen small businesses cut edits in half with a one-page brief. Writing without a clear aim is a recipe for longer drafts that say nothing, unclear CTAs, and SEO that doesn't match the reader's query. Done right, a brief provides clarity and direction that ultimately benefits both your audience and your business.

How to Write a Content Brief - A Simple Checklist

1. Define the Content: What are you creating and why? Write one or two sentences that define the piece and the expected outcome (traffic, leads, sign-ups, etc.).

   
   

2. Identify Your Audience: Who will read this, and what are they stuck on? Add 2-3 pain points they may be experiencing.

   
   

3. Specify the Topic: Include the exact topic (should have the primary keyword) plus an optional unique spin (e.g., beginner-friendly, step-by-step, or comparison).

   
   

1. Outline the Call-to-Action: What should readers do next? Book a consultation, subscribe, buy, or request a quote?

   
   

2. SEO Targets: Include primary keyword, secondary keywords, related terms, search intent, and metadata (meta title and meta description).

   
   

3. Tone and Point of View: Short tone descriptions (e.g., casual, friendly, professional, confident) and point of view.

   
   

4. Create a Structured Outline: Use H2s-H4s with an explanation of what each section must cover.

   
   

5. Set Requirements: Word count, internal links to use, external sources to cite, examples to mention, and things to avoid.

   
   

6. Additional Assets: Include photos, logos, charts, deadlines, milestones, and success metrics.

   
   

Example of a Filled-Out Content Brief (and a Template)

To demonstrate a thorough content brief, here’s a filled-out example:

Blog Post — Local International Food Market

Project Overview

• Create an inviting blog post that helps local shoppers feel confident exploring global pantry staples at our market. Include explanations on how to use each one and easy recipes to try.

• Goal: Increase first-time visits and newsletter sign-ups for weekly specials.

  
  

Audience & Problem

• Home cooks who want to try new cuisines but feel intimidated in an international aisle.

• Pain Points: Not knowing ingredient names, how to use them, or which brands to trust; worry about “buying the wrong thing”.

  
  

Topic

• “Your First Trip to an International Food Market: 10 Pantry Staples To Try"

  
  

Call-to-Action

• Primary: Subscribe to weekly specials (email signup)

• Secondary (optional): Download the “Global Pantry Starter List” (PDF) and visit in-store this weekend.

  
  

SEO Targets

• Primary Keyword: International food markets

• Secondary Keywords: International grocery stores, international foods near me, global ingredients, international cuisines

• Intent: Informational → Commercial

• Meta Title: International Food Market Finds: 10 Must-Try Pantry Staples

• Meta Description: What to buy at an international food market: 10 pantry staples, how to use each, labels decoded, and quick recipes to start.

  
  

Tone & Angle

• Warm, welcoming, budget-conscious

• Point of View: You/Your

  
  

Content Outline

• H1: Your First Trip to an International Food Market: 10 Pantry Staples To Try

• H2: Why Shop an International Food Market?

  Price, freshness, unique flavors; mention bulk spices and specialty produce.

• H2: 10 Beginner-Friendly Pantry Staples

  (H3s) For each: what it is, what it tastes like, how to store, 1–2 easy uses.

• Examples: Gochujang, tahini, garam masala, harissa, rice noodles, canned coconut milk, plantains, pickled jalapeños, toasted sesame oil.

• H2: Simple “First Recipes” to Try This Week

  (H3s) 3 fast ideas (15–30 minutes): sesame noodle bowl, sheet-pan harissa chicken, tahini-lemon dressing.

• H2: How to Read Labels & Choose Brands

  (H3s) Tips on regional variations, halal/kosher marks, and “mild/medium/hot” cues.

• H2: Shopping Tips from Our Staff

  Best days for fresh produce and bread, ask-us station, budget swaps.

• H2: Next Steps: Starter List + Weekly Specials

  Invite to download the PDF list and subscribe; store hours and address.

  
  

Notes & Requirements

• Word Count: 750-900

• Internal Links: /departments/spices, /departments/produce, /recipes, /weekly-specials

• External: 1 reputable cooking reference for storage/safety (non-competitor)

• Avoid: Assuming prior knowledge; overly spicy suggestions without mild alternatives

• Accessibility: Alt text for product images; clear, scannable lists

  
  

Assets

• Photos: Bulk spice wall, produce display, three featured staples (jar/bottle close-ups)

• Download: “Global Pantry Starter List (PDF)” with 10 items + substitutes

  
  

Deadlines & Milestones

• Draft Friday; photo selects Monday; final Tuesday; publish Wednesday morning.

  
  

Success Metrics

• Time on page > 2:00; 3% newsletter sign-up CTR.

  
  

Content Brief Template

To help you get started, here’s an editable PDF content brief template:

EdenProse editable content brief template.pdf

Download PDF • 37KB

Need a Hand? EdenProse Can Draft the Brief

Every piece we write starts with a thorough brief, because your business's success is our success. Whether you need an end-to-end content writing solution or you've got writers but need briefs to guide them, we've got you. We’ll keep the process simple and budget-friendly. Your next draft will start focused, finish strong, and yield results. Learn more about our content writing services here.