Writing gets hard when you sit down and realize you don’t have a plan. A content brief fixes that.

It’s a short document that tells you what you’re making, who it’s for, and what “done” looks like. HubSpot calls it a guide or blueprint, and they recommend keeping it to a page or two.

How to generate a content brief

1. Enter the keyword you want the page to target.
2. Pick the content type (blog post, landing page, YouTube script, TikTok script).
3. Add the audience and goal in plain language.
4. Generate your brief, then copy it into your doc.
5. Add the links you already have (docs, assets, examples), so you don’t hunt for them later.

What to include in a good content brief

• A clear description of the assignment: what you want built, plus a target word count.
• Target audience and what they already know.
• Purpose: what this piece needs to do.
• Primary keyword and a short list of related keywords.
• Search intent: what the searcher is trying to get.
• A simple outline: the sections in order.
• Internal link suggestions and any external sources you want referenced.
• Competing URLs you want to beat and quick notes on what they do well.
• Deadlines and deliverables: what you need, and when.
• Links to assets and brand style: messaging, examples, and a style guide.

This list pulls from common content brief templates used by HubSpot, Backlinko, and Semrush.

When a brief saves you the most time

• Before you start writing: it prevents drift.
• Before you outsource: it reduces revisions.
• Before you repurpose: it keeps the message consistent across channels.
• When multiple people touch the same piece: it gives everyone one source of truth.

Frequently asked questions