Content Brief Template (Microsoft Word)

Everything you need to produce better quality content is inside this comprehensive Microsoft Word Content Brief Template – customize as you see fit, swap out the logo, and start filling in the blanks to fast path your next content marketing resource.

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  • Modeled after 6 professional quality briefs
  • Comprehensive sections & fields
  • Word Document – you can edit & re-brand

What is a content brief?

It’s a summary or overview plan for a content project.


Why is it important?

A content brief helps align everyone involved in the production and promotion of content for your brand.  It outlines the topic, why it’s important to readers, who you are targeting, and how you will promote the asset after it publishes. The content brief helps communicate important aspects of content creation to multiple internal and external stakeholders including; marketing, product marketing, development, agencies, public relations professionals, senior executives, and sales.


What questions does a typical content brief help answer?

The content brief eliminates the inherent chaos in content production processes – throughout the entire scope of the project.  It helps align expectations, communicate key value propositions, and determine metrics for success before content is published.

  • What are we trying to accomplish with the content – advice, influence, promotion, etc.?
  • Why is it important?
  • Who is our primary and secondary audience?  Will the topic really resonate with this audience?
  • Who will be involved in the production process?
  • What format will the content take on? Will it be used for ancillary channels?


What’s the difference between a creative brief, a design brief, a campaign brief, and a content brief?

A content brief delves much deeper into the value derived from the content after it is published. It’s about delivering relevance to your target audience. Aspects of a content brief may be captured in a design or creative brief – but usually at a much higher level that doesn’t always translate into guidance for the writers and editors.  The design brief helps you and everyone involved stay laser focused on the value of the content relative to your goals (revenue, conversion, etc.).