Okay, so you know who you’re targeting, you know what you’ve got to work with and you know what you’re trying to achieve. Time for some rules.
Your Creative Brief is the document that sets the guidelines for anyone contributing to your content strategy. It should cover top-level stuff like your preferred writing style; subjects you want to cover and others you’d prefer to avoid; your policies for using images, video and embeds; and where your source material will come from.
You might also use your Creative Brief as a living document – something that gets updated on the fly with tips for contributors on what has been successful or mistakes to avoid repeating.
A good Creative Brief keeps everyone on-message, creating effective content across all channels.
You can build an effective Creative Brief on a single page or you can write your own eBook. Either way, here are some good general pointers about what to include:
One problem you’ll find is that you’ll want to keep amending and adding to your Creative Brief. As you learn more about what works or you come up with new ideas for your content marketing strategy you’ll want it to adapt.
You have two options here: the first is to keep edit access to your Creative Brief high-level and trust the people using it to make good decisions themselves. If you’re aiming for a one-pager, this is the option for you. Option two is to make your Creative Brief a much more comprehensive, living document that you will regularly update.
Like most things it will be a lot easier if you decide which option you want from the outset.