Content briefs and Writing
Content Briefs
1.Find out what the people are searching for in relation to your business, products or services that you are selling. These can be researched using keyword planner tools.
2.Identify what each content piece is trying to achieve (to attract visitors, to convert sales, etc.) and what the topic is.
3.Summarise the structure of the work, including major sections and subsections. This assists in directing the writing process.
4.State the desired length in words (e.g. 800). Google prefers longer articles and considers the depth of the content in a given page.
5.List any and all images, graphics, videos etc. that should be included along with their Alt text.
6.Ensure you include a call to action so that the readers know what to do next (subscribe, buy, etc.).
Key Elements of a Content Brief
Title or Topic: A well-researched and informative title or topic that will resonate with the core intent of the target audience in question.
Primary and Secondary Keywords: The keyword or keywords that mainly concern Search Engine Optimization-a few common keywords that by their position improve rankings around related terms.
Target Audience: A full description of the audience, including demographics, interests, pain points, and how the content will create value for them.
Search Intent: Define the kind of search intent the content will cater to-e.g. informational, transactional, navigational.
Content Objectives: Specific intent for the pieces of content, like website visits, leads, educating the audience.
Word Count: Approximate word count, giving scope for comprehensive treatment of the topic.
Tone of Voice: Guidelines on the tone (formal, conversational, or casual) that will resonate with the audience.
Structure/Format: Structure suggested, like headings (H1, H2, H3), bullet points, and other formats that aid in readability.
Call to Action (CTA): Define the action that you would like readers to take, such as signing up for the newsletter or booking an appointment, etc.
Competitor Analysis: Examples of competing content to signal what should be emulated or improved.
SEO Writing: Best Practices
SEO writing is content creation that provides value to readers while at the same time, such actions aimed to be noticed by search engines to better ranking and visibility. It’s a very important phase to boost traffic to your website and lead to business generation.
Best Practices for SEO Writing:
Focus on User Intent: Create content that’s going to match what user’s searching for, answering their questions and solving their problems.
Keyword Integration: Incorporating keywords into titles, headings, meta descriptions, and body text naturally, to avoid any possibility of the work being interpreted as keyword stuffing.
Write Compelling Headlines: Create catchy titles that have keywords in them to entice the users into clicking. Ensure the title is descriptive and not long.