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Content brief

A content brief is a short planning document that tells a writer what a page should cover, who it's for, which search it targets and how it should be structured, before writing starts.

Without a brief, a writer guesses. They guess what the reader wants, which questions to answer, how long to go and what the business wants the reader to do next. A content brief removes the guessing. It’s usually a page or two that the strategist, writer and business owner agree on before the first draft.

What a good brief includes

  • Target keyword and a few closely related phrases
  • Search intent: what the searcher is trying to do, based on the current results
  • Audience: who’s reading and what they already know
  • Angle: what will make this page better or different from what ranks now
  • Outline: suggested H1 and H2s, which become the page’s header tags
  • Questions to answer, often from People Also Ask, customer emails and sales calls
  • Must-include facts: prices, process, guarantees, service areas, product details
  • Internal links to add, and which existing pages should link to this one
  • Call to action
  • Length guide, based on what the topic needs rather than a target word count
  • Sources and experts to quote or interview

Example (shortened)

Page: Teeth whitening cost in Austin
Keyword: teeth whitening cost austin
Intent: Commercial / transactional. Top results are practice pages with price lists.
Audience: Adults comparing options, worried about price and sensitivity.
Angle: Real Brightside prices for in-office vs take-home, what's included, no hidden fees.
Outline:
  H1: Teeth Whitening Cost in Austin: Our Prices Explained
  H2: In-office whitening price
  H2: Take-home whitening kit price
  H2: What affects the cost
  H2: Does insurance cover whitening?
  H2: Does whitening hurt?
  H2: Book a whitening consultation
Link to: /teeth-whitening/, /financing/, /new-patients/
CTA: Book online or call (512) 555-0142

Why it matters

Briefs make content better and cheaper. Brightside Dental’s practice manager can approve the facts and prices before writing, instead of correcting a finished draft. The writer knows exactly what to cover, so there are fewer rewrites. And because the brief starts from the results Google already shows, the page has a much better chance of matching what searchers want.

Common mistakes

  • Keyword lists instead of guidance. A brief that’s just 40 phrases to include produces stilted writing.
  • Skipping the angle. Without a reason to be different, the page becomes a copy of what already ranks.
  • No business input. The best details (real prices, real process, real cases) come from the business, not a tool.
  • Ignoring existing pages, which leads to two pages on the same topic.

How to create one

RankThat’s Content tools create content briefs from a keyword or topic idea, which you can edit and then turn into an AI article written in your brand voice, ready for review before it’s published.

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