Example article included with the Hugo theme. Edit or replace it before publishing.
A good idea rarely arrives as a finished outline. It might be a question from a customer, a sentence in your notes, or something you wish someone had explained more clearly.
A content brief gives that small beginning a direction. It helps you decide what matters before you start polishing sentences.
Start with one reader
“Anyone interested in our product” is a difficult person to write for. Choose a more specific reader and a moment when they need help.
For example, you might write for a small business owner who wants to plan a month of useful articles without spending an entire afternoon searching for topics.
Write down three things:
- What the reader is trying to do.
- What makes that task difficult.
- What they already understand about the subject.
You do not need a long persona document. A few thoughtful sentences are enough to help you make better choices as you draft.
Decide what the article should deliver
A topic describes the subject. A useful promise describes what the reader will take away.
Instead of “content planning tips,” try “a repeatable way to turn customer questions into next month’s article ideas.” The second version gives you a practical test for every section you include.
A clear brief gives your writing a direction. It does not need to decide every sentence in advance.
Keep the promise small enough to fulfill. If an idea needs several different outcomes, it may be better as a series of articles.
Collect questions before headings
Before choosing an outline, list the questions your reader is likely to ask. Put them in the order someone would naturally work through them.
- What do I need to understand first?
- What decisions do I need to make?
- What steps can I follow?
- What could go wrong?
- What should I do next?
Turn the most useful questions into headings. Leave out sections that sound impressive but do not help the reader move forward.
Add evidence and examples
A brief is a good place to record sources you want to check and examples you can explain from experience. Keep a note of where each fact comes from so you can verify it before publishing.
Separate things you know from things you still need to investigate. An unanswered question in a brief is more useful than a confident statement you cannot support.
Leave room for your voice
Finish with a short note about tone, a few phrases to avoid, and the next action you want to suggest. Then start drafting.
Your brief should make the work easier. If it becomes longer than the article you are trying to write, simplify it back to the reader, the promise, the questions, and the evidence.