How to write a creative content brief: a step-by-step brief for any writer to crush!

Normally, when you decide to have a writer draw up your content for you, it can be very difficult to actually get what you want. Particularly if the content is not creative information or data driven-based.

That’s why it’s so important that there should always be a consultative approach in order for anything creative to emerge during this process. There should also be clear communication between you and the writer in order to ensure that everyone’s on the same page when it comes time for them to start drafting.

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In this blog post, you will learn how to write a creative content brief that will surely help you to get what you want.

What is a Creative Content Brief?

A Creative Brief is a document that helps writers understand your project. It’s essentially the marketing materials (aka, “the brief”) for any writing or creative projects you’re working on.

In the past, writing was done by a copywriter and then pushed through several layers of approval. Nowadays, marketers are much more involved in the creative process to ensure that their messaging is well-received.

In fact, they’re often part of brainstorming sessions with creatives from day one! This means it’s important for anyone who works on content projects (copywriters included) to have at least a basic understanding of marketing strategy so you can make smarter decisions when creating your materials.

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Who is responsible for creating the creative brief?

The person who is in charge of creating the creative brief depends on where you are working. For example, if you work at a larger company or agency then usually there will be an experienced project manager that oversees all projects from start to finish and their job would include ensuring everyone involved has access to clear information throughout the process.

If you’re self-employed or working for a small business owner they may oversee every aspect themselves including writing it up but might ask someone else with more experience or knowledge about design briefs/creative briefs specifically to take care of things like this.

Whomever is responsible for crafting your next blogpost content should ensure certain requirements are met prior to sending out any sort of proposal documents.

Therefore, each party knows what their responsibilities are and what is expected of them in order to get the most out of the project.

How do you know if your content is effective?

If you’re wondering how your current creative brief, blog post title or even marketing materials for that matter are performing. It may be helpful when sending out surveys with follow up questions at specific time intervals after a campaign has finished.

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So, they can gain valuable feedback about their work which will help improve performance over time.

For example, once someone fills in their name and email address on an opt-in form asking “What interested you in our business today?”

Might not cut it anymore because there could potentially be multiple answers depending on who responds! It would be better to ask something like “What was your main reason for signing up today?” or “Which of the following best describes why you signed up?”

How long should a creative content brief be?

There isn’t really an exact number that will fit every project but it is good practice to try and keep things concise, let’s say between three hundred (300) words. If there are multiple people involved in creating this blogpost then make sure all heads are on the same page by letting them know what their role is beforehand.

It can sometimes take more than one person/personality type to create great work so knowing how each individual fits into the process before beginning will help avoid any miscommunication along the way which could result in sub-standard work.

The most common mistakes creatives make when writing a creative brief?

When it comes to creating effective copy one of the most important things is that you know who your target audience is and what they want or what they need from you so it’s vital not to lose sight of this. Even if there are multiple people working on their blogpost content, campaign or marketing materials.

It can sometimes be tempting to show off how much research has gone into something but for example, starting an email with “Dear Sir/Madam” instead of addressing them by name doesn’t give off very good first impressions!

Another mistake some might make would be trying too hard. This could result in clichés like the ones below:

• “Breakthrough thinking” = Not innovative enough, try something different.

• “Cutting-edge” = Old news, do better than this!

• “World-class” = Not much, you can do better than this.

If there are any other questions or concerns people have about their current blogpost content then it might be a good idea to address these upfront. That is before moving on with the writing process.

So that they can review everything and give their input as well which will help create more effective creative brief from the start. It’s also important not just for you but your team/business too to remember who is in charge of what.

If things go off track at least you’ll know whose responsibility it was instead of trying to play detective later!

The Importance of a Creative Brief?

A creative content brief is important because:

  • It allows you to stay focused on your project.
  • You can communicate clearly with the client and agency/team members about what is expected of them.
  • A creative brief saves everyone time by knowing exactly where a campaign needs to go from start to finish, right away!
  • It ensures that you are all on the same page. This is especially important when more than one person, agency or team member works on a project.
  • A creative brief helps prevent misunderstandings before they can happen!
  • It keeps your project on track and moving in the right direction.
  • It gives the writer an idea of your brand voice or the tone of your brand

A content brief is very important for any company, agency or team member to write. It is a document that allows you an opportunity to provide the most information about your project possible from beginning to end so there are no surprises and everyone can stay on track from start to finish!

What does a creative brief contain?

A creative brief should include the following:

– The project’s goals and objectives.

– Target client/audience description or profile information, including any demographic info you have about them (age, income level(s), etc.) as well as their interests, motivation for seeking out your product/service, etc.

– A description of your product or service and what makes it unique from all the other options out there!

– Your competitors’ products or services. This can be very insightful for you to have a clear sense of how they are doing things in comparison to how you do them. It will give everyone involved with creating this project an idea of where to aim their efforts when producing creative ideas that set yours apart from others’.

– The timelines for projects, start dates and deadlines.

– Your budget (if there is one).

– The problem/s you are trying to solve or issues that need addressing with this campaign, product or service.

What NOT to Include in Your Creative Brief?

A creative brief should not include the following things simply because they are not important details that need to be covered in order for a project to move forward.

– #01: Your personal ideas about how a project should go or what you think it should be like in the end result, etc. This is not something that needs to be shared with those working on your project! If they want your thoughts/ideas/opinions, then they will ask for them.

– #02: Your personal feelings about certain aspects of a project or how you might feel emotionally/intellectually about working on it, etc. Again, this is not something that needs to be shared with anyone else involved in your project!

You can talk personally about these things when and if the time comes but only after everyone has completed their work for you first. This way they will know what kind of mood you are in and whether or not any feedback they receive from sharing creative ideas is worth pursuing further before actually doing so!

What Does All Of This Mean?

A creative brief makes everything run more smoothly within a team environment because there is less room left open for misunderstandings when all details have been clearly spelled out for everyone involved.

The Importance of Staying Organized?

Always keep your creative brief up-to-date and use any/all suggestions mentioned above to make it as detailed, clear, organized and effective as possible! This will help you stay focused on what is important for both yourself AND the client or customer who needs this project completed in order to move forward with their goals & objectives!

A Step by Step Guide on How To Write a Creative Brief?

Step One – Set goals and objectives. Make sure these fit within your larger organization’s overall marketing goals . Also, make sure they align closely with the client business goals as well.

Step Two – Identify and profile your target audience. Be clear on who you are trying to reach with this project, including their age range, geographic location(s), income level (if relevant) and any other demographic information that might be helpful in understanding them better. Also keep the competition’s customers or audiences in mind when creating it!

Step Three – Describe exactly what makes your product/service unique from all others out there. What is its USP ? How can you demonstrate how it stands above everyone else?

Make sure that these points of differentiation fit into your goals and objectives for the entire campaign.

Step Four – Include a description of your competitors’ products or services and don’t forget to do some research on those up-and-coming competitors. How do they stack up against other products in the marketplace? This will give you a better sense of where to aim your efforts when coming up with creative ideas that set yours apart from everyone else’s!

Step Five – Return back to your goals and objectives; make sure what you come up with is on track for helping you meet them. If not, go back over these steps until everything lines up appropriately. When it does line up properly, then move onto actually writing out the brief itself .

Creating creative briefs Suitable to Your target Audience

When writing a creative brief it is paramount to understand your target audience. If your client is a 35-year old female, then it will be beneficial to focus on her wants and needs with the content.

On the other hand, if you are working for an online retailer selling yoga pants, this audience would care more about fit than age. So, before writing any creative brief think of who is going to read it?

What does that person or business want from their blog or website? How can they benefit from my words? Once you have answered these questions try to incorporate them into your written material whether through content type (writing style), tone of voice/communication etc.

Remember when creating a successful brief, create one that works best for both parties! Have fun crushing Your next project!

Basic information for content briefs

There are certain things that every writer needs to know when they’re starting a new project. The key details you must include is:

  • – The client’s message and key points
  • – What is the purpose of your content? (What do you want to accomplish?)
  • – Who is your audience? Your blogpost should be written for a very specific person. This will help A Writer write with clarity and focus on what they need to achieve in each sentence.
  • It also helps them add more value To Their Content, not just rehashing information from other sources or making things Up!  This part can sometimes take longer than expected but when done correctly; you’ll get More traffic Flow & Engagement. An engaged readership Will lead eventually lead to conversions that You Were hoping for!
  • – The tone you want to use.
  • The format of writing that you want to use.
  • – Links and references: if any. It is also important that your writer knows what sources they can go through If they need an answer to a question or more information on a certain topic. Include links to any articles, publications or other material.

Terms Used in Content Creation

Project brief vs. creative brief

A content brief is a document that contains everything an agency needs to know about creating and delivering the final product. A creative brief specifies what you want your audience to do as a result of seeing or hearing your message (creative).

Project Manager

A project manager is responsible for the day-to-day operations of your production, including budgeting and logistics. A creative director can affect everything from messaging to performance during a campaign.

Creative Team

The creative team is responsible for developing the artistic elements of your production, including design and copywriting. Art directors are involved in the planning process to provide an idea of what they think will work best for a campaign or project.

Marketing Team

A marketing team is responsible for identifying and profiling your target audience. They carry out marketing and advertising campaigns, they also help to segment the market by demographics, geography and psychographics (behavioral and lifestyle).

A copywriter specializes in writing text that helps communicate who you are as a business or organization.

Business Team

The business team supports client presentations, pitches and negotiations with creative. They work with marketing and advertising agencies to ensure that they are consistently delivering the right message to the right audience.

A business development manager identifies and negotiates opportunities for both short-term projects (ie: one offs) as well as long term frequency campaigns (for example).

Briefing Team

The briefing team ensures all written briefs, creative briefs and project plans are in sync with the business objectives. They are responsible for making sure that any campaign is aligned with your brand strategy.

Client or Account Executive

A client or account executive oversees how campaigns and production runs, they manage relationships between the agency and you as a client throughout all phases of work done by an advertising agency.

What does a good creative brief look like?

What should you include in a creative brief if you want a successful project? What goes into writing one that will help the writer get all of your ideas and goals across, while still leaving room for creativity?

How to create a creative brief that rocks?

Here are some simple steps that will help ensure your next blogpost content is the best it can be:

It’s all about communication so make sure everyone involved knows how important their input is.

Make sure the writer understands your agency’s voice and tone, whether it’s casual or formal. They should understand what you’re trying to accomplish with this project.

They need to know which social media platforms are most important for this blogpost content so that they can highlight the right material in the finished product. This will help ensure success when promotion posts go live on Facebook/Twitter/Instagram!

Don’t forget about SEO! The best way to do this is by using keywords throughout your post while still telling a story that flows naturally from beginning to end without feeling too sales-y at all. Give enough information where people want more but not so much that it feels like an ad either .

It might be helpful if you have a list of relevant keywords on hand to give the writer so they can choose which ones are best for your blogpost content.

Don’t forget about images! Make sure you provide them with any stock photos or custom photography that will help enhance the story and make it feel more complete.

Using a Creative Brief With a writer who is new to your Industry /Niche

Here’s how to ensure your Creative Brief is clear, concise and easy for a writer who is unfamiliar with your industry/niche to understand.

Write out your descriptions of the project in bullet points

Be specific about what you want included and not included

Don’t write too many words- keep it short, sweet & punchy! And don’t be afraid of using acronyms for things within your Industry/Niche – but ensure that they are explained in the brief.

Assume that your writer is a creative genius – but not an expert on all things related to your Industry/Niche

Give them permission to come back with questions if something isn’t clear- this will ensure you get exactly what you are looking for!

Make sure they understand deadlines, social media sharing & copyright guidelines Ask about their process so there are no surprises later down the track.

Keep it fun and lighthearted while also getting some important details across. Remember: You’re hiring someone who’s super talented .

Don’t be too strict demanding because then you’ll probably scare them off. Be realistic and elaborate on what you want.

How to Write a Creative Content Brief A Step By Step brief for Any Writer to crush

Helpful tools that will assist in Writing a creative brief.

– Use a creative brief writing framework to get the juices flowing. This will help you avoid writer’s block, and have your words flow without too many stops or starts.

A great tool is Hubspot’s Content Marketing Framework.

– Create a list of all the information that you want to be included in your content brief, and then prioritize it into an easy to follow format.

A great tool for this is Trello’s “To Do List” feature (and not just because I work there).

Use this blog post as a model. Copy and paste the relevant parts into your creative brief template to help you with writing.

This will be helpful for anyone who wants to write a Creative Content Brief – check out how I did it!


In conclusion, you can get your creative brief down on paper. And this is where most people often find themselves lost again in the process of writing a blog post content. With so many questions running through your mind such as: “What should I write about?”, “How do I start writing a blog post content?”. Once you have completed these steps, you will find yourself on the right track. Now it’s time to take action!

After reading this article you should be in a position to write a winning creative brief for your next project.

If you need help writing creative briefs, contact and you will be put in contact with a professional writer who can help you write your content brief on any topic of your choice! If you hurry you can get creative brief examples and templates for free!

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