The creative brief gives your writer, graphic designer, video producer or other content creator specific guidelines on your market, the output you expect, and brand “mandatory’s” that help them to align theirwork with your Customer Persona and the rest of a campaign.
One simple document can save you and your team hours of frustrating revisions.
Unfortunately, creative briefs are a pain to make.
When you use a content marketing platform like Mintent, it automates several aspects of the creative brief. Aside from centralizing the Customer Persona, its built-in messaging and task management system lets you set deadlines, attach related documents, or refer them to the bank of assets.
Writers can also view the content calendar to see related posts or use the provided hashtag to draw up similar published content.
But a creative brief really helps, and we’ve made that easy for you too. Use this template to make a creative brief in minutes.
1. Project Name and Description
For your sanity, assign a working title or description so you’re not looking at a series of files titled “Blog Post.” In some cases, it’s actually better to create the working title already, especially if you’re chasing after SEO keywords.
Writers will also have a clearer idea of what information they need to find to achieve the article’s objective. There’s no ambiguity around a title like “15 reasons why you need to have a creative brief”.
Many blog posts are part of a larger marketing effort, and it’s best that your creative team understands what’s at stake. Are you trying to reach new customers, correct a misconception, or drum excitement for an on-ground event?
Give your creative team an idea of the results and reaction you hope to achieve. It helps them strategically select data or words to persuade your reader. Without this key information, they can meet a word count but not necessarily meet business objectives.
3. Relevant links
Provide model articles, design pegs, background information, or sources that can set your creative team on the right track. Ideally, give one or two sentences that contextualize each link. Ask yourself questions like “Why do I like it? What features or facts do I want to pull?”
You can even give a disclaimer: “Not sure if you can use this, but this is something a competitor or thought leader has said. This can give you an idea of the latest trend.” At the very least, your creative team knows how you want the information to be used
4. Keywords, lingo, and tone
Keyword spamming will backfire, but it doesn’t hurt for your writer to know how your customer googles information, or what topics you would like to rank in. Your audience lingo and the kind of tone they usually respond to can also help your writer create a piece that your reader can connect to.
If you are working with a new writer, you can provide sample posts of articles you like or even articles you dislike so they know what to avoid doing.
5. Selling points
Nobody knows your product or service more than you do. List the key features or benefits that need emphasizing in the article or visual. Since internal links and cross-marketing are so critical, you can also provide links to pages or social media pages that you would like integrated into the content.
“ASAP” is not a deadline. Give your creative team a concrete date and time. Mintent’s editorial calendar helps you plan your content for several months, so you don’t have to create collaterals on the fly.
Don’t forget mini-deadlines: each piece of content usually passes through several stages of approval and can pass through different content creators like writers, graphic designers, web designers, and social media managers.
Use Mintent’s automated content management workflow to push a piece of content through each stage.
This is not part of the creative brief, but every comment or request for change is a mini creative brief: what don’t you like, what doesn’t work, and what do you have in mind?
A creative brief helps get your team going.
A powerful content marketing platform like Mintent makes sure that everything goes according to plan. Get your free trial