How to write a brief for blog posts and articles

1. The goal of the post

Every post should have a purpose. It might answer a common customer question, attract search visitors, support a product launch, build authority on a topic or give your sales team something to share. Write one sentence on what the post should achieve and what the reader should do next, such as read a related guide, download a checklist or contact you. This shapes the angle and the ending.

2. The reader

Describe who will read the post: their role, their level of knowledge and the problem they are trying to solve. A post for beginners explains terms and basics; one for experienced professionals can go straight to advanced details. If you have customer questions, emails or sales call notes, share them. Real words from customers help writers address real concerns.

3. Topic, angle and search intent

Give the topic and, more importantly, your angle. What will this post say that others do not? Perhaps you have data, experience, a strong opinion or a practical method. If the post targets search, include the main keyword and describe the search intent: is the reader looking to learn, compare options or buy? Look at the current top results together with the writer and decide how your post can be more useful. An SEO specialist or content strategist can prepare keyword research and topic plans for a series.

4. A rough outline

List the main points or questions the article must cover, in a sensible order. You do not need to write full headings; bullet points are enough. If certain sections are essential, such as a comparison table, a step-by-step process or a FAQ, say so. Writers can refine the structure, but an outline ensures the important points are not missed.

5. Your expertise and sources

Generic posts often lack firsthand knowledge. Provide what only you have: examples from your work, customer stories you may share, internal data, photos, quotes from your team or a short recorded conversation where you explain the topic. Point to trusted sources for facts and statistics. This turns an average article into one that readers and search engines see as genuinely helpful.

6. Voice and style

Share your brand voice notes or two or three posts you like. Mention whether you write in first person, how formal you are, words to avoid and how you treat headings, lists and spelling. If you have no voice guide, a brand voice writer can create one that all future writers can follow.

7. Practical details

• Approximate length and the deadline.
• Internal pages to link to, and any external links to include or avoid.
• Calls to action and where they should appear.
• Images, screenshots or charts you will provide or need suggested.
• Format for delivery, such as a shared document or directly in your publishing system.
• Your expectations around AI tools, originality and fact-checking.

8. Review and editing

Agree on how many revision rounds are included and give all feedback in one pass. Check facts and technical claims carefully, since you know your field best. A final edit by a proofreader catches small errors before publishing. After publishing, look at how readers respond and use what you learn in future briefs.

For a regular series

If you order posts regularly, create one master brief with voice, audience and practical details, then send a short brief for each new topic. This saves time and keeps every post consistent.

Brief template

• Goal and next action for the reader.
• Reader description and their problem.
• Topic, angle, keyword and search intent.
• Outline of points to cover.
• Your examples, data, quotes and sources.
• Voice notes and example posts.
• Length, links, calls to action, images and deadline.

Our articles and blog posts guide explains how to compare writers and what packages usually include.