As a writer and video producer I have seen my fair share of creative briefs over the years. A creative brief is designed to communicate exactly what you wish to have included in the final content. Not all creative briefs are effective. So what do you need to include in a creative brief in order to ensure you will get the quality, authentic, relevant content that communicates your vision and fits your needs? It is not necessary for the creative brief to be crafted or in long form, however it is important that you include relevant information that can be used as a foundation for the article to be written.


A creative brief is similar to a snapshot of your business. If you were to go to a Photo Studio to have your portrait taken, the photographer will need to know how you intend to use the picture. Is it for personal use? As a gift for a special someone or for family members. Is the picture to be used on a company website or a CV? In fact, you would most likely take into consideration these details yourself, prior to having your picture taken by a professional, and dress accordingly. Only once the photographer has this information will they be able to snap the perfect picture to fit your specific requirements. When possible you should include the following information in a creative brief.

  1. Company Background. A brand statement is always helpful if you have one, if not include some company background and history. Are you an established and growing company or just starting up?
  2.  What are your objectives, what would you like to accomplish with this content? Create awareness? Increase sales with SEO driven text?
  3.  Your target audience is very important to define, since the audience you want to reach will determine the language and tone of the article. Whether your demographic is young adults or you want to reach a mature audience of over 40, the tone and language used will vary, since ideally it should be appropriate for that target group.
  4.  If you know who your chief competitors are, it can be helpful to mention them in your creative brief.
  5.  Your brand’s values and market positioning.
  6. Maximum word count
  7. Keywords to include in content should not be underestimated. Proper use of keywords will ensure search engine optimization, which in turn means your article will actually stand a chance of being ranked by search engines and reaching new prospects


There are no fixed rules, however the important thing to keep in mind is to ensure that the final written content is as authentic as possible. If the message can be communicated in 700 words, there is no reason to ask for a 1500 word article.  A wall of text may not have the desired effect and backfire on you, as potential clients turn elsewhere to gather information. More is not better, as with many things, quality is preferable over quantity.

Have a look online at similar written content. You’ll discover first hand, that a very wordy article can at times be frustrating, when all you’re really looking for is pertinent information. This holds true particularly for product reviews.

Not enough valid information is also going to backfire. What it boils down to, essentially, is including the content that is useful and informative, written and paced according to the demographic you wish to reach.

If it’s your first time writing a creative brief, there is an infinite amount of valuable information available free online, including creative brief templates you can use.

Writing a clear and concise creative brief, taking care to include all the pertinent information, will help you get a clearer idea of what you wish to accomplish. A well thought out creative brief is the ultimate tool for a writer to craft a custom article, designed specifically for your business profile and requirements. A properly constructed creative brief will guarantee authentic, original content which stands a much better chance of being read and ranking higher on search engines.

Published by Maddalena Di Gregorio

“I kept always two books in my pocket, one to read, one to write in” Robert L. Stevenson

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