Please note: Brief Builder is currently a beta feature.

Here are some best practices to help you use the Brief Builder. Get the article you want by helping your writer understand your expectations.

What is a content brief?

A content brief is the best way to communicate your content goals and expectations to your writer. It is the document that has all of the information your writer needs to write the perfect article for your business.

How do briefs save time?

It's worth investing 15 minutes up-front in writing your brief. This helps increase alignment between you and your writer, reduces the risk of rewrites and revisions, and leads to higher-quality articles.

How can I write a great brief?

The Brief Builder is organized into the following 8 sections:

1. Overview

2. Audience & style

3. SEO keywords

4. Outline

5. Research

6. Links

7. About your company

8. Additional comments

1. Overview

The purpose of this section is to help your writer understand what you want to achieve with your article.

In the Purpose box, include the goal of your article. Sometimes, it may even help to share where the content fits in your marketing funnel so your writer has all the context they need.

2. Audience & style

Here, select the drop-down options for your Audience, Dialect, and Style and tone.

Also, remember to include Style & tone examples along with a comment for each one to share why you included each link.

In the comments field, remember to add who your audience is and what they’re seeking.

3. SEO keywords

We recommend using a keyword research tool to find your keywords. It's tempting to add all the keywords you can think of, but it’s SEO best practice to focus content on one main (primary) keyword with a couple of secondary keywords.

4. Outline

An outline is the skeleton of your article. It's a great way to help your writer understand exactly what you're looking for.

Using the Outline Assistant

Please see this article on how to write a great outline using our Outline Assistant on the right side of the Brief Builder.

Use the Outline Assistant’s Competitors tab to peek into competitor outlines (their subheadings) — all in one screen. That’s right... you don’t have to open another tab!

Use the Outline Assistant’s Questions tab to discover popular search questions related to your keyword. A great way to supercharge your SEO content is to ensure that your content answers these questions.

The Format

Including subheadings and breaking your page into sections help your writer structure your article in a way that is digestible for your audience. Your outline will guide the finished piece. Make sure to relate each subheading and section to your title!

Generally, your outline should look something like the following:

What are subheading tags (H2, H3, etc)?

The lower the tag number, the higher the tag rank and the bigger the title font size. For example, an H2 subheading will be "higher ranking" and will have a bigger font size than an H3 subheading. Think of an H3 subheading being a subcategory of an H2 subheading.

We recommend starting off with just H2s first — most of our users stick with H2s. This said, if you want your article to be super structured, feel free to add in H3s as well.

How many sections do I need?

There’s no magic formula, but typically, a lot of people recommend 3-5 sections. This said, you can have more sections if your article has more than 2,000 words or even fewer sections if your article has fewer than 800 words.

5. Research

You're the expert on your business and industry. Use research links to point your writer in the right direction and help them learn more about the topics you want them to write about.

We recommend adding at least 1-3 links depending on your topic.

6. Links

If you need to reference specific sources, data, or articles, add those links here. Not only will this help with SEO and discoverability, but this also helps you build credibility with your audience!

Remind your writer to source their citations. Feel free to add links you don’t want your writers to cite (i.e. competitor links).

7. About your company

Click Add company profile.

You’ll then be directed to your Business Profile page where you can fill in your company details. Filling in your Business Profile will help your writer explore your website and understand your business, brand, and competitors. Have your writer become an extension of your team!

8. Additional comments

Add anything else you want your writer to know here. Below are some examples that people mention in this section. You can remind or tell your writer of any of the following:

Writing in 1st, 2nd, or 3rd person

Do you want your article to be written in the first, second, or third person?

  • First-person: This means you’re using “I.” When it comes to storytelling, this type of language is more confessional. You can use this first-person POV to build authority. If possible, use the first-person POV if there’s a known person behind the content.

  • Second person: This means you’re using “you.” To use this, make sure you really understand your reader and are able to be empathetic with them.

  • Third-person: This means that you’re using your company’s name or “it.”


You can ask your writer to add an image. Try to ask for an image of your keyword (i.e. coffee) so you can then add image alt text later on — which can help search engines find your image!

Reading level

Want your article to be read by 5th graders? Mention that here. Some companies like it when their article is so simple and clear to the point that 5th graders can read them.

Reiterate what’s important to you

Take advantage of the Additional comments box and re-iterate what you really want to bring across in your article.

Maybe it’s “After reading this article, the audience will feel a lot more confident about their purchase decision.” Or maybe it’s “Make sure our friendly, fun tone comes across.” Whatever it is, now is your chance to remake your case!

Final thoughts

You can manage your briefs by accessing the Briefs overview page through the navigation bar (on the left side of your screen). There, you can see a repository of all of your briefs and revisit any unfinished briefs.

And that's it! We hope you enjoyed learning how to write a better brief.

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