How to write a brief for your copywriter or content writer

Following our article about the difference between copywriting and content writing, we’re sharing our top tips on how to write a comprehensive brief for your friendly neighbourhood copywriter/content writer…

Please note: We may refer to copywriters/copywriting and content writers/content writing interchangeably throughout this article.

1 – Provide a style sheet

This section of a copywriting/content writing brief is vital if you’re working with a freelancer who may not be familiar with your brand. A style sheet should clarify your company’s tone of voice (TOV), preferred document format (e.g. Microsoft Word, PDF, or Google Docs), and the stylistic preferences for business-focused references.

(** Pssst! ** At this point, it’s also helpful to include topics that are off-limits! For example, an insurance company may not be legally allowed to advise their customers as to which policies they should and shouldn’t choose.)

2 – Inform them of your desired content structure

Depending on the type of content or copy you need (e.g. article, blog post, social media copy, etc.), you’ll need to let your copywriter or content writer know how to set it up.

For example, does your article need to have a specific H1 heading, a few H2 headings, and some H3 headings? What is the ideal word count (i.e. 250 characters for social copy or 1,500 words for an in-depth article on a specific subject)?

3 – Share your specific goal(s) for the content

By sharing your specific goals for the content you’re requesting, you’re empowering your copywriter/content writer to craft something that matches your company’s needs without requiring several timely editorial passes before it’s correct.

The types of information you might have to provide could include audience insights and pertinent details if the content is to be part of a larger project.

4 – Send any research you already have

Providing any research or resources you already have can support your copywriter/content writer’s efforts and won’t just make your freelancer happy, it’ll also save money because your copywriter can spend more time writing and less time researching (which would otherwise cost you money!).

Some of the research or resources you might want to provide could be keywords you want to include/avoid, subject information your content writer won’t necessarily know, or stats you feel will enhance the content being produced on your company’s behalf.

5 – Agree on an editorial timeline

Finally, you’ll have to agree on a timeline that suits both your schedule and your content writer’s.

At this point, it’s also helpful to decide upon the number of revisions both parties are willing to spend time on, to ensure the copy is just right for its intended purpose. (Of course, if you develop a working relationship with your copywriter, the time spent on revisions will decrease naturally, the more they get to know your brand and expectations.)

Are you searching for an experienced content writer or copywriter to support you with your project? Please feel free to reach out to us via our Services page to discover how we may be able to help 🙂

Thanks for reading!