How to Write a Content Brief for a SaaS Blog
(Free Template)

Your patience is running thin. Yet another freelance writer has gone off-script and written a blog post that's erm... not what you're looking for. It's time to put an end to this time-consuming process. It's time to start with a proper content brief.

If it isn’t for the content brief, this blog post wouldn’t be ranking on page 1 on Google. 

how-to-write-a-content-brief-saas-blog-results

Context: A client had tasked me to write about CJ Affiliate for their blogging audience.

It was a topic (affiliate marketing) I knew nothing about.

But thanks to the crazy detailed content brief my client provided, I knew what I had to do.

This is the power of a laser-focused content brief.

And yet, too many writers and editors ignore it.

Either they skip it, or they whip up a brief that might as well not be created at all.

A content brief is not be underestimated. Done well, it can help your writer (yes, even one with zero domain expertise) to create an exceptional piece of content. 

Just want the template?

Download your FREE copy now. 👉 There’s a example included in the template to guide you along. If you need help, just get back here to read the full guide and/or email me priscilla[at]contentkapow.com 😊

How to Write a Content Brief:
a Step-by-Step Process

Chapter 1:
Propose a Headline

Chapter 3:
Write the Synopsis

Chapter 4:
Share Key Takeaways

Chapter 5:
Sprinkle the Keywords

Chapter 6:
Determine Success Criteria

Chapter 7:
Show Word Count

Chapter 8:
Assess the Competition

Chapter 9:
Uncover the Resources

Chapter 10:
Share Helpful Notes

Chapter 11:
PLUS 4 bonus tips!

Chapter 1:
Propose a Headline

The headline of your blog post takes the top spot of the content brief. 

Bear in mind this isn’t set in stone, so encourage your content writer to include their suggestions.

You don’t have to use them, but it’s always good to get opinions from a fresh pair of eyes. Your writer may spot something you’ve missed.

Tip: if you have a headline formula (e.g. [Number][Keyword][Result]) that works well, put it in the brief.

Chapter 2:
Expose Reader's Intent

This is a big one.

The reader’s intent is also known as search intent, and here’s what Ahrefs mean by that:

how-to-write-a-content-brief-for-saas-blog-searcher-intent-definition
Ahref's definition of search intent

The search intent informs SEO.

What this means: you need to understand why people are searching for that keyword. That way, you can align your content with their expectations.

Chapter 3:
Write the Synopsis

Give an intro of what you want this blog post to be about. Keep it brief—one paragraph will suffice. 😊

Chapter 4:
Share Key Takeaways

Share the takeaways you want readers to walk away after reading the blog post. Think of them as the “meat” of your post.

Chapter 5:
Include the Keywords

Include the target and secondary keywords in your content brief.

Most content writers don’t conduct keyword research—it is your job, the client, to provide them. 🙂

Chapter 6:
Determine Success Criteria

The success criteria of your blog post ties in with your goal or objective.

Ask yourself: what needs to happen for this blog post to be a success?

If your blog post is a Top of Funnel (ToFu) piece, you might want an increase of page views or new sessions.

If it’s Middle of Funnel (MoFu) or Bottom of Funnel (BoFu), you might want conversions like free trial sign-ups or an increase of subscribers.

Chapter 7:
Show Word Count

Self-explanatory. 🙂

Chapter 8:
Assess the Competition

Do an incognito search of the target keyword and write down the top 10 articles that currently rank on page 1.

Just the headlines and URL will do. These let your content writer knows what they’re up against, so they can conduct content gap analysis.

Chapter 9:
Uncover the Resources

Your content writer needs to be ultra familiar with your product and business goals BEFORE they start writing—so share the most helpful resources that help them in this process!

Chapter 10:
Share Helpful Notes

Do you have additional information that don’t quite fit with the sections above?

Put them in this section.

Bonus Tips:

how-to-write-a-content-brief-plan-distribution-strategy

Tip #1:
Plan Distribution Strategy

Typically, the content writer doesn’t handle distribution as the responsibilities fall on you, the client.

Still! Share this briefly with the writer. It’s helpful to have this information at the back of their mind as they write the blog post. 

how-to-write-a-content-brief-craft-an-outline

Tip #2:
Craft an Outline

The outline usually happens after the content brief.

Once you’ve filled in the brief and send it to your writer for review, instruct them to send you an outline before they begin writing.

Don’t skip this.

how-to-write-a-content-brief-describe-the-client

Tip #3:
Educate On Product

Your content points towards your business goals.

Your blog is not decorative. It serves a commercial function.

Send all important information to your content writer. Your sales pitch, demo, and marketing materials (e.g. brochures, press releases) will give them a peek at what you do and sell.

how-to-write-a-content-brief-reveal-target-audience

Tip #4:
Reveal Target Audience

Send a copy of your buyer persona along with the content brief!

Your writer needs to know who your best customers are. 

Bonus if they’re purpose-driven buyer personas.

Final Words:
Write Better Content Briefs, Always

It's demoralizing rewriting blog posts...

You want to make sure you’re starting off on the right foot. Download your free content brief template (includes example) now. 👉 This is exactly what I use with clients in the B2B SaaS and CPaaS space.

I can't read your mind, so tell me what you're thinking! 😃

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📍 Born, bred, and based in Singapore.
I work with clients spread across the world.

📧 priscilla@contentkapow.com (if forms aren’t your thing)

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