I often use something like this for briefing informational/bloggy type article content over to copywriters. It’s to help them get on-point with SEO.
For blog content especially, a frustration I’ve had seems to come from lack of detail in briefs combined with copywriters with a tendency to go in tangents and waffle. I’ve had articles come back with the topic completely changed formatted in comic sans with no sub-heading structure – no joke! So no more basic briefs.
I wrote this template to get some structure going on. Feel free to use.
Side-note: There is an assumption that you’ve already selected a topic and sub-topics based on robust SEO keyword research and content gap analysis, or something like that.
For the sake demonstrating the the below, I’ve chosen a topic at random: “how to clean a makeup brush”. You just need to replace the topic specifics with your own.
—copy below here—
Deliverable summary:
1x blog (word)articles to be published on our website. Informational blog articles.
Please follow these rules
Do these things:
- Insert facts/figures/references as appropriate
- Source these with a link
- Include source name in link eg:
“Over 33% of statistics are made up, according to a study by “
- Insert partial and/or full keywords, but only when it *makes sense* in context
- Break the article into a pattern of sections –
- This means a pattern of header>paragraph or header>paragraph>subheader>subheader
- Keep close to the suggested topic tree.
- Format deliverables as a GDoc or Word Doc with native formatting
- Use native header 1 for title, header 2 for sub heading, header 3 for sub-sub headings etc.
- Write FAQ answers in People Also Ask style. This means succinct, factual, situational: (numeric, yes/no, dollar value, list). Needs to directly answer the question in first sentence.
- Some research and link to authoritative sources like: wikipedia/.gov research
- Try to use terms in “quotes” nearly verbatim like in the reccommended article structure.
- If you think it is necessary to improve readability, please tweak the sub-topic order and/or wording, but try not to stray too far from what has been suggested
- Aim roughly for a word count.
- Communicate if you think you need more or less time/words.
Don’t do these things
- Focus on our brand or products
- Write sales copy
(we will insert this ourselves, if necessary) - Over-use keywords
- Change the article topic
- Change the FAQ questions
- Link on article topic terms. If the article is about red lollipops, then don’t link to someone else on the term lollipops, red, lollipop stick, or best lollipops etc.
- Force yourself to the word count.
Article details
Item | Description |
---|---|
Publishing website/s (for context) | List of websites |
Audience | Audience is typically female 18-65, Kiwis, Australians but also US market. Really anyone who is interested in beauty/cosmetics and looking up stuff online. Keep this in mind, you’re not writing for a science journal, but including some scientific terminology, facts and figures is ok if it is explained. |
Word count (roughly) | ~1200 |
Topic | eg: “How To Clean Makeup Brushes” |
Things to talk about | eg: cleaning equipment: white vinegar, lemon, liquid brush cleaner, iso alcohol, castille soap, baby shampoo, warm water, olive oil, dish soap, paper towel process: please go into a step + paragraph pattern with specific steps |
Competitor sensitivity | ok to mention, don’t link to them |
Examples | https://www.elle.com/beauty/makeup-skin-care/news/a15532/how-to-clean-makeup-brushes/ |
Sub-topic tree | <p> intro paragraphs (2-3) <h2> frequency / health of cleaning makeup brushes <p> few paragraphs <h2> types of brushes <p> intro <h3> type 1 <h3> type 2 etc… <h2> howto a step-by-step guide <h3> 1. xyz <h3> 2. xyz <h3> 3. xyz etc <h2> signs to replace your brush <h2> How to clean beauty blenders & sponges <h3> [step by step same as above] <h2> FAQ’s (IMPORTANT: use PAA style answers to these) <h3> “Can I use shampoo to clean makeup brushes” <h3> “Why clean makeup brushes with olive oil?” <h3> “Should I wash my makeup brushes with hot or cold water?” <h3> “What happens if you don’t clean your makeup brushes?” <h3> “How often should you clean makeup brushes?” |