![The right way to Write a Content material Transient [Template + Examples]](https://i2.wp.com/www.hubspot.com/hubfs/content-brief-1-20250120-7521165.webp?w=1920&resize=1920,1267&ssl=1 "The right way to Write a Content material Transient [Template + Examples]")
I’ve labored in a number of completely different industries — as a freelancer, as a supervisor of freelancers, as a marketer, as a author — and you already know what by no means adjustments? The necessity for content material creators to be crystal clear on their assignments.
One of many easiest methods to attain that is to jot down content material briefs.
Do not be deceived, although: Although a content material transient is easy, it is nonetheless essential to get it proper.
Desk of Contents
What’s a content material transient?
A content material transient is a brief doc — if you happen to can maintain it to a web page or two, all people might be completely satisfied — that’s a information or blueprint for creating content material.
The specifics will fluctuate relying on the sort of content material you’re creating and who the transient is for, however it ought to anticipate and reply top-level questions on content material, format, communication, and so forth.
In case you handle freelance writers, a content material transient might be a lifesaver for each you and your writers — and that’s solely a slight exaggeration. Your content material briefs will describe precisely what’s anticipated of the author, together with any required subheadings, goal phrase rely, and deadlines.
In case you work on a undertaking with a number of companions at a number of organizations, a easy content material transient will give all people a single supply of reality.
Content material Briefs vs. Artistic Briefs
Though they sound comparable, content material briefs and inventive briefs serve completely different functions. A inventive transient outlines a marketing campaign, and should embrace extra intensive messaging, deliverables from a number of contributors, and different particulars that give form to your complete marketing campaign.
A content material transient focuses on a particular piece of content material — my examples beneath are for written content material, however you could possibly use the identical parts to create a content material transient for movies, podcasts, or the rest you’re producing. In case you’re utilizing software program like Content material Hub, a short would be the basis for each bit of content material.
Significance of Content material Briefs
Certain, you may attempt to muddle by with out one, however they save extra time than they take to jot down.
I as soon as labored on a undertaking with a number of exterior companions, and apart from Slack and Google Docs, no one used the identical organizational instruments, and it triggered a number of frustration and confusion.
I pulled collectively a generic content material transient that may very well be iterated on for particular assignments. It included authorised messaging, hyperlinks to all of the paperwork that everyone was engaged on, and main deliverables and deadlines. You would virtually hear the sigh of reduction within the Slack channel.
I used to do some freelance writing, and my favourite shopper was the one which had the most effective content material transient. Writing for a brand new shopper could be intimidating, even for skilled writers, as a result of it’s important to study a brand new type information, a brand new voice, and perhaps even a wholly new target market.
That specific shopper included a one-page transient with every project. It included the goal phrase rely and the speed, the identify of the publication and its viewers, in addition to hyperlinks to the type information and any belongings, an outline of the project, and the assigning editor and due date. If an interview was required, contact data was supplied.
They have been a dream to freelance for as a result of I by no means wasted time with logistical questions — the expectations have been clear and all the pieces I wanted was at my fingertips.
In case you’re enhancing content material, offering a transparent content material transient will scale back the variety of revisions and rewrites (to not point out frustration!). Let’s discuss the way to strike a steadiness between detailed and concise.
Components of a Content material Transient
The weather of a content material transient will fluctuate relying in your wants, however listed here are what I feel are absolutely the necessities:
- Level individual and/or a duty matrix
- Communication protocols, comparable to a Slack channel
- Clear description of the undertaking or project, together with target market and phrase rely
- Hyperlinks to belongings, messaging, type and/or model guides, and another related shared paperwork
- Deliverables and deadlines
You may additionally embrace:
Once I’ve labored on advertising multi-partner podcasts, I’ve discovered it useful to incorporate a number of bullet factors of authorised messaging, noting who has authorised on behalf of every companion.
Some stakeholders might have sure necessities for the way their firm or group is described, and your writers and content material entrepreneurs will want that data.
Hold it easy:
Professional tip: Particularly when working with exterior companions, it’s typically value repeating essential model particulars which might be in your type information. Don’t get too slowed down right here — the type information exists for a purpose — however stakeholders will respect having this data at hand.
In case you’re writing content material briefs for freelancers, you’ll wish to ensure that they’ve entry to any data they could want throughout the course of their project — type or model tips, Slack channels, who to contact with questions, and any context for the project.
Let’s dig into “clear description of the project,” since that may include a number of essential particulars in your author(s), comparable to:
- Function. Inform the author what the content material purpose is; perhaps it’s a weblog publish to handle demand for a sure key phrase, or perhaps you want advert copy and a wide range of CTAs for a brand new product.
- search engine optimization/key phrases. What does your author must find out about goal key phrases? Are there any key phrases or subjects that they need to keep away from to stop content material cannibalization?
- Subject material consultants and sourcing. In our courageous new E-E-A-Tified world, firsthand expertise is extra essential than ever. In case your author is anticipated to conduct SME interviews, embrace that within the transient. You may additionally ask that they supply hyperlinks to another sources they’ve used to help with any mild fact-checking.
- Required subheadings and different technical specs. In case you’ve completed your key phrase analysis, chances are you’ll have already got H2 or H3 subheadings in thoughts. This can even assist the author perceive the way you need the content material organized. Your author can also be anticipated to offer meta descriptions, alt textual content for photographs, or social media copy.
- Different formatting necessities. If a doc must be formatted in a sure approach, clarify how (ideally with an instance or template). In case you can solely settle for (or if you happen to choose) a sure file sort, embrace that — don’t assume that everyone is utilizing Google Workspace or Microsoft Phrase simply since you are.
- Sharing/entry necessities. Everyone knows the frustration of seeing “Entry denied.” Set all people up for fulfillment by together with data on who to share information with.
- How and the place to file the finished project. Does your workflow require tagging sure individuals in an Asana card? Do writers electronic mail you after they’ve accomplished an project?
- Naming conventions. If any of the deliverables, together with belongings, must observe a particular filename conference, lay that out in your content material transient.
- Publish-assignment expectations. If writers ought to anticipate to listen to from an editor, allow them to know that forward of time — freelancers specifically might want to price range time for this. And if you happen to handle a big roster of freelancers, it may be useful to incorporate any reminders concerning the charge and invoicing necessities.
The right way to Write a Content material Transient
Let’s make a template: Utilizing your phrase processor of selection, create a one-page doc with a two-column desk. Within the left-hand column, write out the fundamental parts: level individual and/or duty matrix, communication protocols, project description, belongings, and deadlines and deliverables.
That is private choice, however I prefer to listing the communication data within the prime left header of the transient, together with the related Slack channel — I repeat this data when I’ve to create different docs for stakeholders, so all people will get used to having it entrance and middle.
It instantly solutions the highest questions: Who’s in cost? Who wants to offer approval? The place did you inform me that Google Drive was? Why didn’t anyone inform me there was a Slack channel for this undertaking?
Even when this data feels redundant, it may be particularly useful for brand new freelancers or new hires, so I recommend making it a part of your template. Freelancers typically have a number of (or extra) shoppers, all of whom may need completely different necessities and codecs, and it will save them a while and sanity.
Your transient would possibly begin off like this:
Professional tip: You’ll be aware that I’ve included the time and time zone within the due date — I think about this important data. Particularly within the age of distributed workforces, the place workers and freelancers could also be in several time zones, together with it will save all people a headache and set your author up for fulfillment.
Earlier than you flesh out any particulars within the project description, think about who your content material transient is for. Freelance writers will doubtless want extra hyperlinks and extra context than in-house writers, who have already got the corporate type information bookmarked (proper? Proper?).
You might discover it helpful to create two templates, one for in-house writers and one for freelancers, so you may present your entrepreneurs with essentially the most concise transient. As an example, freelancers might not want data on KPIs; in-house writers who add their very own work to the CMS received’t want a folder for deliverables.
What’s absolutely the minimal data a author must efficiently full an project? It’s tempting to incorporate hyperlinks to all the pieces associated to the undertaking, however don’t overload your writers with pointless context.
It’ll be helpful at this stage to speak to them, whether or not they’re in-house or freelance, and discover out what they discover most useful.
You’ll want to explain the project, its function, and its viewers:
Professional tip: For freelancers, think about at all times together with a hyperlink to your type information. That approach it’s at all times useful. And a easy “thanks” is at all times a pleasant contact.
In case your content material has a number of particular necessities for conversion technique, search engine optimization, key phrases, and the like, embrace these in a desk in order that they’re simple to parse.
Once I labored as a contract author, I discovered this extremely useful. It’s a small factor, however with the ability to see all this data in the identical format with every project makes it a lot simpler to get began on assignments.
Data that’s typically included in HubSpot assignments is the month-to-month search quantity, any required CTAs, and search engine optimization and conversion methods:
Write Your First Content material Transient
When you’ve constructed a template (or two) that fits your wants, content material briefs received’t take you a lot time in any respect to fill out. And whether or not you’re working with in-house content material creators, freelancers, and/or exterior stakeholders, having a single supply of knowledge will make all people’s job simpler and extra environment friendly.
