A content brief is an assignment for the author that specifies what the text should be about and what it should achieve. A usable brief includes the target query and related questions the content should answer, who it is intended for and what stage of decision-making they are in, a proposed outline with headings, the required length and format, specific facts, figures, and sources the company has available, a list of internal pages to link to, and information on what the reader's next step should be. It is also worth adding what to avoid – topics the company does not handle, or claims it cannot substantiate. A good brief is the most effective tool for shortening the review process, because most revisions arise from the client's unspoken expectations.
See also: Brief for a supplier, Editorial content review, Semantic topic coverage.
