Content Brief Generator

1. Overview

This process takes a request from a content strategist and turns it into a research‑rich brief that gives writers everything they need to produce high‑quality marketing content.

2. Business Value

• Speed – Writers start with research already done, shortening the writing cycle.
• Consistency – All content follows the same brand voice, structure, and SEO best practices.
• Performance – Targeted keywords and competitor insight improve search rankings and traffic.
• Clarity – Writers receive a clear outline, word‑count guidance, and a call‑to‑action, reducing revisions.

3. Operational Context

• When to run – Whenever a new piece of content (blog post, landing page, email, etc.) is planned and a writer needs a concise, research‑rich brief.
• Who uses it – Content strategists, content writers, editors, and project managers.
• Frequency – One time per piece of content, typically at the start of a content‑creation cycle.

4. Inputs

Input: Content Request Form – a form completed by the content strategist that defines the basics of the content piece.

Content Request Form Fields

Note: The form should be delivered as plain text or a simple form file; no external references are required.

5. Outputs

Output: Research‑Ready Content Brief – a plain‑text brief ready for a writer to start working. It is delivered as a text document that can be copied into any editor.

Research‑Ready Content Brief

6. Detailed Plan & Execution Steps

1. Collect the Form – Receive the completed Content Request Form from the content strategist.
2. Check Completeness – Verify that every required field (marked “Yes” above) is filled. If any required field is missing, flag the item and stop the process; note “Missing information – manual review required”.
3. Confirm / Suggest Keywords –
   • If a primary keyword is provided, use it.
   • If none is provided, run a keyword‑research step (using internal research tools) to suggest a primary keyword and up to five secondary keywords. Include any available search‑volume data.
4. Gather Competitor Data – If any competitor URLs are supplied, perform a quick competitor review (using internal research tools) and capture key points, strengths, and gaps. If a URL is unreachable, note “URL not reachable”.
5. Draft Title Ideas – Create three to five headline options that include the primary keyword and reflect the requested tone.
6. Write Audience Summary – Summarize the target audience in a concise paragraph, using the description from the form.
7. Define Goal & KPI – Write a clear statement of the business goal and the metric that will indicate success (e.g., “increase organic traffic by 20 %”).
8. Compile Keywords – List the primary keyword (bold) and the supporting keywords. Add any known search‑volume or difficulty information if available.
9. Develop Outline – Draft a hierarchical outline (H1, H2, H3) covering all major points. Assign a rough word count for each section based on the Desired Length.
10. Set Tone & Voice – Write a brief guide on tone and voice using the requested adjectives (e.g., “friendly, knowledgeable”). Provide an example sentence.
11. Create CTA – Suggest a clear call‑to‑action with a short example copy.
12. Add References – List all sources (articles, studies, competitor URLs) used in the brief as a plain‑text bullet list.
13. Add Additional Notes – Include any brand or legal notes from the form (e.g., brand colour, mandatory disclaimer).
14. Assemble the Brief – Combine all sections in the order shown in the “Research‑Ready Content Brief” table, applying the formatting rules.
15. Final Review – Ensure every section is present, titles are bold, bullet points are used where required, and the tone matches the request.
16. Deliver – Send the completed Research‑Ready Content Brief to the content strategist and writer.

7. Validation & Quality Checks

• Complete Input – All required fields are present. If not, the process stops and flags the error.
• Keyword Relevance – Each keyword must be relevant to the topic; if no search‑volume data exist, note “no volume data”.
• Title Variety – At least three distinct title options must be present.
• Word‑Count Balance – The sum of the word‑count estimates must equal the Desired Length ± 10 %.
• Tone Match – The tone description uses the adjectives specified in the form (or defaults).
• Reference Accuracy – All URLs listed under “Reference Sources” are reachable and relevant.
• Formatting – Bulleted lists, numbered outlines, and bold headings follow the formatting rules.
• No Duplicates – No duplicate headings in the outline.
• Proofread – Check for spelling, grammar, and consistent terminology before delivery.

8. Special Rules / Edge Cases

• Missing Target Audience – Flag “Missing Target Audience – Manual review required” and stop the process.
• No Primary Keyword – Run keyword‑research step; flag the brief with “Primary keyword suggested – please verify”. Continue with the rest of the process.
• No Competitor URLs – Skip the “Competitor Insights” section and insert “No competitor URLs provided.”
• Unrealistic Word Count (e.g., < 200 words for a blog post) – Flag as “Unrealistic word count – review needed”. Do not produce the brief until the length is corrected.
• Unsupported Content Type (e.g., “infographic”) – The SOP only covers textual content. Return “Unsupported content type – manual brief required.”
• Missing Publication Platform – Flag “Missing Publication Platform – manual review required.”
• **If any validation step fails, generate no output and mark the request with an “Error – Review Required” status.

9. Example

Input – Content Request Form

• Project Name: “Eco‑Friendly Home Gardening Blog”
• Content Type: Blog post
• Target Audience: Homeowners aged 30‑55 who want a sustainable garden but have limited space; they care about low‑maintenance solutions and want clear, step‑by‑step guidance.
• Goal / Objective: Increase organic traffic to the gardening section by 20 % within 3 months.
• Desired Length: 1 200 words
• Tone & Voice: Friendly, knowledgeable, and encouraging.
• Primary Keyword: “organic garden ideas”
• Additional Keywords: “small space gardening”, “sustainable garden”, “low‑maintenance gardening”
• Competitor URLs:
  • https://example.com/small-space-garden-tips
  • https://example.com/organic-gardening-ideas
• Publication Platform: Company blog
• Publication Date: 2025‑09‑01
• Additional Guidelines: Use the brand’s “Green Earth” colour (#6AB04C) for any images referenced. Include a CTA to download the “Garden Starter Kit” ebook.

Output – Research‑Ready Content Brief

Title Suggestions

• “7 Organic Garden Ideas for Small Spaces”
• “Your Guide to Low‑Maintenance, Sustainable Gardens”
• “Small‑Space Gardening: 7 Easy Organic Ideas”
• “From Balcony to Backyard: Organic Garden Ideas for Any Space”

Target Audience Summary Homeowners aged 30‑55 who want a greener home but have limited garden space. They value sustainability, low‑maintenance solutions, and simple step‑by‑step guidance.

Goal & KPI Increase organic traffic to the gardening section by 20 % in three months. KPI: organic sessions from Google.

Keywords

• Organic garden ideas (≈ 2 400 searches, moderate competition)
• Small space gardening (≈ 1 800 searches)
• Sustainable garden (≈ 2 100 searches)
• Low‑maintenance gardening (≈ 1 200 searches)
• Garden starter kit (brand‑specific)

Competitor Insights

• Competitor A: Good visual layout, but no SEO‑optimized headings.
• Competitor B: Strong keyword usage but lacks actionable steps.
• Opportunity: Combine visual guides with SEO‑friendly headings and a downloadable ebook.

Outline

1. Introduction (150 words) – Why organic gardening matters.
2. Choosing the Right Plants (250 words) 2.1. Herbs for Small Spaces (100 words) 2.2. Perennials for Low‑Maintenance (150 words)
3. Soil & Compost (200 words) – Tips on organic compost.
4. Watering & Maintenance (250 words) – Efficient irrigation.
5. Design Tips for Small Spaces (200 words) – Vertical planting, container tips.
6. Call‑to‑Action (50 words) – “Download our free ‘Garden Starter Kit’ ebook.”

Word Count per Section – totals 1 200 words ± 10 %.

Tone & Voice Guidance

• Friendly tone like a helpful neighbor.
• Use encouraging language: “you can”, “let’s try”.
• Keep sentences short (≤ 20 words) and active.

Call‑to‑Action

• “Get your free ‘Garden Starter Kit’ ebook and start your sustainable garden today!”

Reference Sources

• https://example.com/small-space-garden‑tips (layout inspiration)
• https://example.com/organic-gardening‑ideas (keyword ideas)
• Internal keyword data (search volume)

Additional Notes

• Use “Green Earth” colour (#6AB04C) for any referenced images.

Appendix A – FAQ

Q1: Who should fill out the Content Request Form? A: The content strategist, or anyone responsible for defining the content’s purpose, audience, and goals.

Q2: How long does the process take? A: Typically 30–45 minutes from receiving a complete form to delivering the final brief.

Q3: What if I don’t have a primary keyword? A: The process will research and suggest a primary keyword. Review and approve before publishing.

Q4: Can I request a brief for a video script? A: This SOP covers textual content only. A separate “Video Brief Generator” SOP would apply.

Q5: Can I get more than one outline? A: Each additional outline requires a separate request.

Q6: How are the keywords chosen? A: Using internal keyword data and the audience description. Keywords with moderate or higher search volume are chosen.

Q7: What if a competitor URL is broken? A: The process notes “URL not reachable” and continues without competitor insight.

Q8: How is the tone verified? A: The brief includes a “Tone & Voice” section that matches the requested adjectives.

Q9: What if the publication date changes? A: Update the form and re‑run the process for an updated brief.

Q10: How are brand colours used? A: Any mention of colour follows the brand’s style guide (see Appendix C) but no visual files are created by this process.

Appendix B – Glossary

• Content Brief – A structured document that tells a writer everything needed to produce a piece of content.
• Target Audience – The people a piece of content is intended for; includes demographics, interests, and pain points.
• Goal / Objective – The business result the content aims to achieve (e.g., leads, traffic).
• Primary Keyword – The main search term the content should rank for.
• Secondary Keywords – Additional related terms that support the primary keyword.
• Search Volume – Approximate number of monthly searches for a keyword; higher numbers often mean greater interest.
• Competitor – A similar piece of content from another brand or website covering the same topic.
• Outline – Hierarchical list of headings and sub‑headings that structure the content.
• Tone – The emotional feel or voice of the content (e.g., friendly, authoritative).
• Call‑to‑Action (CTA) – A prompt that encourages the reader to take a specific action (e.g., “download now”).
• Publication Platform – The place where the content will appear (e.g., blog, newsletter).
• Brand Guidelines – Rules for colours, fonts, tone, and style that represent a brand.
• Keyword Research – The process of discovering search terms people use in search engines related to the topic.
• SEO – Search Engine Optimization; techniques used to improve a page’s ranking in search results.
• KPI – Key Performance Indicator; a measurable value that shows how well a goal is being met.
• CTA – Call‑to‑Action, a specific request for the reader to take an action.

Appendix C – Style Guide & Reference Materials

1. Tone & Voice Descriptors

Writing Style Guidelines

• Sentence Length: 15‑20 words. Shorter sentences improve readability.
• Paragraph Length: 3‑5 sentences per paragraph.
• Voice: Use active voice (“The gardener plants…”) over passive.
• Verb Choice: Strong verbs (e.g., create, boost, discover).
• Pronouns: Use “you” for engagement; “we” only for brand statements.
• Avoid Jargon: Use plain language unless the audience is highly technical.
• Lists: Use bullet points for lists, steps, or benefits.
• Numbers: Write out 1‑9; use digits for 10+. Use “%” after the number (e.g., 20%).

2. Brand Colour Guidelines

When referring to colours, use the name and hex code; no visual files are generated.

3. Prohibited Content

4. Formatting Conventions

• Bold – Section titles, primary keyword, headings.
• Italics – Emphasis or internal notes.
• Headings – H1 for title, H2 for main sections, H3 for sub‑sections.
• Bullet Lists – For lists, benefits, or steps.
• Numbered Steps – For ordered instructions.
• Citation Style – Plain URLs; no hyperlink formatting.
• Date Format – YYYY‑MM‑DD (e.g., 2025‑09‑01).

5. Reference List Format

Source Title – Author (Year). URL

Example: “Sustainable Gardening Tips – GreenLife (2023). https://example.com/sustainable‑gardening”

6. Sample Brief Excerpt (Formatting)

**Title Suggestions**
- “7 Organic Garden Ideas for Small Spaces”
- …

**Target Audience Summary**
...

7. Frequently Used Templates

8. Review Checklist (Pre‑Delivery)

• All required input fields are complete.
• Primary and secondary keywords are listed with any available search volume.
• At least three title options are provided.
• Outline covers all major points, word‑count totals match Desired Length ± 10 %.
• Tone matches the request (or default).
• No prohibited content included.
• Formatting follows the style guide.
• All reference URLs are valid and relevant.
• Any brand or legal notes are included.

9. Revision Process

1. Initial Review – Content strategist reads the brief for accuracy.
2. Feedback Loop – If edits are needed, they are added under “Additional Notes”.
3. Final Approval – Manager signs off before the writer receives the brief.