{"id":26578,"date":"2022-09-15T19:30:27","date_gmt":"2022-09-15T19:30:27","guid":{"rendered":"https:\/\/www.verblio.com\/?p=26578"},"modified":"2022-09-26T15:50:10","modified_gmt":"2022-09-26T15:50:10","slug":"how-content-team-leaders-write-briefs","status":"publish","type":"post","link":"https:\/\/www.verblio.com\/blog\/how-content-team-leaders-write-briefs","title":{"rendered":"How Content Team Leaders Write Briefs"},"content":{"rendered":"\n

When I was a kid my mom always said \u201cIf you put garbage in, you\u2019ll get garbage out.\u201d My mom was on to something.\u00a0<\/p>\n\n\n\n

She was referring to watching reality TV and eating junk food, but her wisdom also applies to content marketing. I may still watch reality TV, but I know if you put garbage in your brief, you\u2019ll get garbage content right back out.<\/p>\n\n\n\n

On my podcast Content Bounce House<\/a>, I interview content marketing team leaders and pick their brains for answers to the thorniest problems facing content marketers. Over and over again, we end up talking about briefs.<\/p>\n\n\n\n

You\u2019re probably outsourcing at least some part of your content creation. 75% of your peers are, too<\/a>. Getting good content from freelancers, marketplaces, or an agency requires a brief.<\/p>\n\n\n\n

The problem? Well, sometimes it\u2019s the brief.<\/p>\n\n\n\n

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Source: Verblio\u2019s state of digital content survey<\/a><\/figcaption><\/figure>\n\n\n\n

If 1 in 5 freelancers say that getting good briefs is their biggest problem, then we have some work to do. The good news? Four content marketing leaders gave me actionable tips while chatting on the podcast. Let’s dive into what they said. <\/p>\n\n\n\n

Expert Tips for Better Briefs<\/h2>\n\n\n\n

Here\u2019s how the experts write briefs.<\/p>\n\n\n\n

The most important thing<\/h3>\n\n\n\n

Maybe the most impressive thing from these interviews is that experts agree on the most important part of a brief. They may say it in their own words, but the message is consistent.<\/p>\n\n\n\n

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\u201cThe most important thing you can put in a brief is \u2018who is this for and why should they care.\u2019 <\/strong><\/p>\n\n\n\n

It\u2019s incredible to me how frequently those questions aren\u2019t addressed. If they aren\u2019t addressed, you have not created anything useful for anyone.\u201d<\/strong><\/p>\n\n\n\n

Emily Triplett Lentz, Senior Manager of Content at Calendly<\/a><\/em>. Listen on episode seven.<\/em><\/p>\n<\/div>\n\n\n\n

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\u201cWrite the one sentence about purpose. What is the purpose of writing this? When I was teaching writing, I started every writing lesson with audience and purpose because kids needed that. <\/strong><\/p>\n\n\n\n

That’s the first thing that shows up in my briefs as well. Who is it for? And what are we trying to do? It doesn’t matter what your theme or your topic is if you can’t clearly articulate who it’s for and what you want it to do.\u201d<\/strong> <\/p>\n\n\n\n

Chris Cooper, Content Marketing Director at EverCommerce<\/a><\/em>. Listen on episode three.<\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n

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\u201cWhat is this piece\u2019s reason for being? Why should it exist? That\u2019s the most important thing in your brief.\u201d<\/strong><\/p>\n\n\n\n

Jimmy Daly, Founder of Superpath<\/a><\/em>. Listen on episode six. <\/em><\/p>\n<\/div>\n\n\n\n

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Use a template<\/h3>\n\n\n\n

Templates save time and help you build content at scale, especially when you’re striving for great SEO.<\/p>\n\n\n\n

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\u201cWe\u2019ve tried to automate briefs as much as possible. We use a tool called Frase to help analyze our keywords and build out a recipe for what the article will need<\/strong>.\u201d<\/p>\n\n\n\n

Caitlin Burns, Head of Content at Healthmatch<\/a><\/em>. Listen on episode five. <\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n

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\u201cWe have a line item in our brief template about audience and purpose. <\/strong><\/p>\n\n\n\n

If you had a nickel for every time you read a piece of content that didn\u2019t answer those questions, you could buy yourself a nice steak dinner.\u201d<\/strong><\/p>\n\n\n\n

Emily Triplett Lentz, Senior Manager of Content at Calendly<\/a><\/em>. Listen on episode seven.<\/em> <\/p>\n<\/div>\n\n\n\n

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\u201cHave the SEO team optimize your briefs\u2014the writer isn\u2019t being paid to do that. If you can feed them some keywords, phrases we\u2019re looking to target, some H2s, that\u2019s usually enough.\u201d<\/strong><\/p>\n\n\n\n

Chris Cooper, Content Marketing Director at EverCommerce<\/a><\/em>. Listen on episode three. <\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n

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Briefs are hard<\/h3>\n\n\n\n

Nobody’s perfect\u2014even the experts agree brief writing is challenging.<\/p>\n\n\n\n

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\u201cI want to give people a brief that gives them enough direction, but not be so stifling that they\u2019re uncomfortable. Too few constraints is never helpful, but you want writers to have some freedom.\u201d<\/strong><\/p>\n\n\n\n

Chris Cooper, Content Marketing Director at EverCommerce<\/a><\/em>. Listen on episode three. <\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n

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\u201cI think I’ve changed our briefing process and template ten times because it is so hard to get everything you need in a brief. It\u2019s a process I don\u2019t think I\u2019ve mastered\u201d<\/strong><\/p>\n\n\n\n

Caitlin Burns, Head of Content at Healthmatch<\/a><\/em>. Listen on episode five. <\/em><\/p>\n<\/div>\n\n\n\n

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\u201cSometimes the creation of a brief can take almost as much time as writing the dang thing yourself, so there\u2019s always a balance.\u201d<\/strong><\/p>\n\n\n\n

Emily Triplett Lentz, Senior Manager of Content at Ca<\/a>lendly<\/a><\/em>. Listen on episode seven. <\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n

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Wrap up<\/h2>\n\n\n\n

Because we\u2019re a content marketplace, we see a lot of briefs at Verblio\u2014the good, the bad, and the garbage.\u00a0<\/p>\n\n\n\n

To help you improve your briefs, we built a brief template<\/a> you can copy based on advice from the writers<\/a> on our platform. Want to hear more from Caitlin, Jimmy, Chris, and Emily? I dig deep with them on tons of more useful stuff on Content Bounce House<\/a>. <\/p>\n\n\n\n

Happy brief writing!<\/p>\n","protected":false},"excerpt":{"rendered":"

When I was a kid my mom always said \u201cIf you put garbage in, you\u2019ll get garbage out.\u201d My mom was on to something.\u00a0 She was referring to watching reality TV and eating junk food, but her wisdom also applies to content marketing. I may still watch reality TV, but I know if you put…<\/p>\n","protected":false},"author":84,"featured_media":26579,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[17,9],"tags":[],"acf":[],"yoast_head":"\nHow Content Team Leaders Write Briefs - Verblio<\/title>\n<meta name=\"description\" content=\"Learn the most important thing to put in a content brief, straight from interviews with expert content marketing team leaders.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.verblio.com\/blog\/how-content-team-leaders-write-briefs\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Content Team Leaders Write Briefs\" \/>\n<meta property=\"og:description\" content=\"Learn the most important thing to put in a content brief, straight from interviews with expert content marketing team leaders.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.verblio.com\/blog\/how-content-team-leaders-write-briefs\" \/>\n<meta property=\"og:site_name\" content=\"Verblio\" \/>\n<meta property=\"article:published_time\" content=\"2022-09-15T19:30:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-09-26T15:50:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.verblio.com\/wp-content\/uploads\/2022\/09\/iStock-79125739-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ryan Sargent\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.verblio.com\/blog\/how-content-team-leaders-write-briefs#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.verblio.com\/blog\/how-content-team-leaders-write-briefs\"},\"author\":{\"name\":\"Ryan Sargent\",\"@id\":\"https:\/\/www.verblio.com\/#\/schema\/person\/03536c4ae99f51a283aa72c03e0c9c64\"},\"headline\":\"How Content Team Leaders Write Briefs\",\"datePublished\":\"2022-09-15T19:30:27+00:00\",\"dateModified\":\"2022-09-26T15:50:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.verblio.com\/blog\/how-content-team-leaders-write-briefs\"},\"wordCount\":812,\"publisher\":{\"@id\":\"https:\/\/www.verblio.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.verblio.com\/blog\/how-content-team-leaders-write-briefs#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.verblio.com\/wp-content\/uploads\/2022\/09\/iStock-79125739-scaled.jpg\",\"articleSection\":[\"Featured Posts\",\"On Content Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.verblio.com\/blog\/how-content-team-leaders-write-briefs\",\"url\":\"https:\/\/www.verblio.com\/blog\/how-content-team-leaders-write-briefs\",\"name\":\"How Content Team Leaders Write Briefs - 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