# Content brief

Fill this in with your client, ideally on a call. Mark anything not yet known as “TBC” rather than guessing.

---

## Details

Client / company: [Name]
Completed by: [Name, role]
Date: [Date]

## Goal

- Working title? [Answer]
- What should the reader do after reading? [Answer]

## Audience and intent

- Who is the reader? [Answer]
- What are they searching for, and why? [Answer]

## Keywords

- Primary keyword? [Answer]
- Secondary keywords and questions to answer? [Answer]

## Outline

- Suggested headings? [Answer]
- What must be covered, and what should be left out? [Answer]

## Sources and voice

- Experts or sources to use? [Answer]
- Tone of voice and examples to follow? [Answer]

## Delivery

- Target length? [Answer]
- Internal links and call to action? [Answer]
- Deadline and reviewer? [Answer]

---

## Before work starts

- [ ] The objective is specific and agreed.
- [ ] The audience is described in a sentence or two.
- [ ] Deliverables and formats are listed.
- [ ] Budget and deadline are confirmed.
- [ ] One approver is named.
- [ ] Anything unknown is marked TBC with an owner.

---

# Example: Inkwell Content brief for Bramble Software

Sample answers from a fictional client.

## Sample answers

- **Working title?** How to choose a client portal for a small agency
- **Reader?** Agency owners with 3–15 staff comparing tools for the first time.
- **Primary keyword?** client portal for agencies
- **Length?** 1,500–1,800 words, with a comparison table.
- **Call to action?** Start a free trial.

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