Merging the goals of a content marketing strategy and SEO strategy depends a lot on solid content briefs. An effective content brief serves as a roadmap for content writers to produce content that is search-optimized while still allowing freedom for writing style and subject-matter input.
I work with top SaaS brands to boost their organic traffic and hit KPIs with a solid SEO content strategy — this involves plenty of content briefs. And a good content brief needs more than some keyword suggestions or copy-pasting ideas from competitor articles.
The first place to start? With search intent. So, here are 5 content brief examples covering the most common types of SaaS content according to user search intent.
Content brief template
Ideal content briefs should always have a foundation of non-negotiable elements. Depending on your internal processes and preferences, you may want to include some extras such as external links or details about the intended audience.
The template below is a winning formula. It provides adequate guidelines to writers to produce fantastic SEO content while still having the freedom to create unique content for top-ranking articles.
Want to start with the basics first? Check out: How to Write an SEO Content Brief & 11 Things to Include.
However detailed or bare-bones you choose to make your content briefs, for decent SEO-focused content your briefs should always have the following essential elements at the minimum.
- Primary Keyword
- Search Intent + Knowledge Level
- CTA + Next Step for User
- Word Count
- Suggested URL Structure
- Meta Title
- Meta Description
- Featured Snippet Opportunity
- Internal links to Existing Pages
- Internal links from Existing Pages
- Extra Notes
- Content Outline
How to use this content brief template
I'd recommend you apply this format via a spreadsheet template to keep track of your content briefs. It has all the columns I recommend using, with an example row included. Go to File –> Make a copy, and start writing briefs!
You can easily add or remove columns depending on what you need, too.
For recommended word counts, NLP reports, and other content optimization, I suggest using SurferSEO or a similar tool.
For the outline column, you can add a link to a separate SurferSEO doc or a Google Doc with your recommended subheadings/notes.
5 Content brief examples (with outlines)
Once you’ve created the perfect template to complement your content creation process, it’ll serve as a map for creating content briefs. That being said, there are some important things to consider when you write a content brief depending on the topic.
Let’s dive into 5 content brief examples that cover the main types of SaaS web copy, from blog posts to landing pages, as well as various search intents and knowledge funnel stages.
1. Informational top-of-the-funnel content
TOFU queries are usually broad, industry-related keywords that indicate that a user knows very little about the subject. Keywords such as ‘what is X’ or ‘define X’ and some ‘how to’ keywords are considered top of the funnel.
These are usually high-volume, low intent keywords that work to bring in a lot of traffic, but not many customers.
The intent is informational. So the goal of this content brief is to answer the most important questions relevant to the topic and capture potential customers by guiding users down the funnel. I like to use tools such as Surfer SEO to build structures that cover all bases and topics when creating TOFU content briefs.
Internal linking, satisfying search intent with quality content, and CTA considerations are important for informational content briefs. How can you turn all of that traffic into conversions?
Below is a content brief template for a blog post based on the keyword ‘email marketing.’ A dive into the SERPs quickly reveals that the intent is informational and top-of-the-funnel.
Primary Keyword
Email marketing
Search Intent + Knowledge Level
The user is problem unaware, TOFU query. The user is looking to understand the basics of email marketing
CTA + Next Step for User
Guide users to higher intent pages such as ‘How to build an email marketing strategy’ and ‘email marketing tools’
Word Count
3000
Suggested URL Structure
blog/what-is-email-marketing
Meta Title
What is Email Marketing? A Beginners Guide
Meta Description
Find out everything you need to know about email marketing in this beginner's guide.
Featured Snippet Opportunity
The featured snippet displays a definition of email marketing. In order to win it, this page should answer the question ‘what is email marketing?’ in an introductory H2.
Internal links to Existing Pages
- example.com/blog/email-marketing-tools
- example.com/blog/email-list-building
- example.com/blog/email-marketing-strategy
- example.com/blog/email-marketing-templates
Internal links from Existing Pages
Suggest minimum 2 links from high-traffic pages within the relevant topic cluster
Extra Notes
- Include a table of contents
- Implement FAQ schema
- Include product screenshots relevant to email marketing
Content Outline
H1 – What is Email Marketing? A Beginners Guide
H2 – Email marketing defined
- Provide adequate definition to fill the featured snippet
H2 – Benefits of email marketing
- Outline at least 5 benefits in H3 format
H2 – How to build an email list
- Outline actionable steps in H3 format
H2 – X Email marketing tips to get started
- Outline tips in numbered H3 format
H2 – Conclusion
H2 – FAQs
2. Informational middle-of-the-funnel content
MOFU content also has informational intent and is the next step in the user’s journey. This content is important for building authority and credibility with your audience.
With these queries, we can assume that the user has more knowledge than at the TOFU level, but they are not yet solution aware. The focus of these keywords is more specific and more closely related to your product or service.
These queries may be lower volume than TOFU keywords but are likely to bring in more relevant traffic. A lot of ‘how to’, ‘template’, or ‘example’ keywords are considered middle-of-the-funnel.
A keyword with ‘how to’ intent is usually a middle-of-the-funnel. For example, with the keyword ‘measure brand performance’ we can assume that the user already knows what brand performance is and they’re looking to find out how to measure it.
These content briefs should cover actionable information as well as the next steps that guide users to higher intent pages.
Here is what a content brief could look like for that target keyword.
Primary Keyword
Measure brand performance
Search Intent + Knowledge Level
The user is problem aware. They are looking for steps, metrics, and methods to measure brand performance
CTA + Next Step for User
Guide users to higher intent pages such as ‘brand measurement tools’
Word Count
3000
Suggested URL Structure
blog/measure-brand-performance
Meta Title
How to Measure Brand Performance: X Key Metrics & Tips
Meta description
There are X crucial metrics that indicate the performance of your brand. Find out what they are and how to easily measure brand performance.
Featured Snippet Opportunity
There is currently no featured snippet opportunity. Including a TL;DR list of brand performance metrics may help to fill one in the future
Internal Links to Existing Pages
- example.com/blog/brand-measurement-tools
- example.com/blog/brand-health-metrics
- example.com/blog/what-is-brand-awareness
- example.com/blog/brand-perception
Internal Links From Existing Pages
Suggest minimum 2 links from high-traffic pages within the relevant topic cluster
Extra Notes
- This page should include a minimum of 5 metrics/indicators of brand performance
- Provide actionable steps on how to measure brand performance
- Implement FAQ section with schema markup
Content Outline
H1 – How to Measure Brand Performance: X Key Metrics & Tips
H2 – Why you should track brand performance
- Outline in H3 or bullet point format
H2 – Brand performance metrics
- Outline metrics in H3 format
H2 – How to measure brand performance in X steps
- Outline actionable steps in H3 format
- Introduce your brand in one of the steps
H2 – Conclusion
H2 – FAQs
3. Bottom-of-the-funnel listicles
BOFU content is high intent, high converting content. These queries are often low volume, but they are targeted keywords that bring in quality, ICP-focused traffic.
These keywords are the creme-de-la-creme and the content needs to make the most of the high-quality traffic to get good conversions. BOFU keywords indicate that the user is at the end of the buyer journey. They are solution aware. This means that they know what the problem is, they know how to solve it and now they’re just looking for the best solution.
These topics include ‘software’, ‘tools’, ‘platform’, and ‘alternatives’ keywords. These queries are transactional intent and are most suited for a comparison listicle or a landing page.
The content brief for these listicles should include strong CRO suggestions. See the example below.
Primary Keyword
CRO tools
Search Intent + Knowledge Level
The user is solution aware and the query has buyer intent. The user is looking for the best CRO tool and is likely ready to purchase
CTA + Next Step for User
Demo request or free trial signup
Word Count
4000
Suggested URL Structure
blog/cro-tools
Meta Title
X Top CRO Tools to Boost Conversions
Meta Description
Looking for CRO tools to improve UX and boost conversions? Here are X of the best!
Featured Snippet Opportunity
In order to fill the featured snippet, add a TL;DR list of the featured CRO tools at the beginning of the page. This can be part of the introduction or under the first H2
Internal links to Existing Pages
- example.com/blog/CRO-strategies
- example.com/blog/call-to-action
- example.com/blog/behaviour-analytics
- example.com/blog/bounce-rate
Internal links from Existing Pages
Suggest minimum 2 links from high-traffic pages within the relevant topic cluster
Extra Notes
- This page should include 15+ tools to compete with the top pages
- Add a comparison table that is visually appealing and easy to understand
- Your tool should be #1 on the list with relevant product screenshots
- Embed social proof such as review snippets
- Link to demo/signup page on your tool’s name in the H3 list
- Include top features, pros & cons, and pricing for each tool
- CTA blocks should be benefit-driven and targeted to the post
- Include FAQ section with schema markup
- Add review schema markup
Content Outline
H1 – X Top CRO Tools to Boost Conversions
H2 – What to look for in a CRO tool
- Outline top features in H3 format
H2 – X Best CRO tools
H3 – 1. Your tool
- Include minimum 2 product screenshots — link to demo/signup page on the image
- Add benefit-driven CTA block
- Embed social proof
- Include pros & cons, features, and pricing
H3 – 2. CRO tool
- Include pros & cons, features, and pricing
H3 – 3. CRO tool
- Include pros & cons, features, and pricing
…carry on for the rest of the tools
H2 – CRO tools compared
- Add a comparison table here
H2 – Conclusion
- This should be a CTA-style conclusion
H2 – FAQs
4. Landing page
As mentioned earlier, landing pages are most relevant for non-brand BOFU queries. This is not the only case, however. Branded keywords, use-cases, and product feature keywords may all require a landing page.
It’s important to choose landing page content with care. If there aren’t other landing pages ranking for that query, will you really be able to match search intent with a landing page?
Once you’ve determined that your primary and secondary keywords will work best for a landing page, and have a good chance of ranking too, there are a couple of important things to consider.
Creating a detailed content brief for landing pages is a bit more of a rigid process. Whether you’re creating briefs in-house or for clients, there will already be a landing page structure and template to follow.
The outline will be much more templated, according to the layout of existing landing pages. The CTAs and next step for users will always represent the end of the buyer journey — for example, a demo request or purchase order.
Below is a content brief example for the keyword ‘performance management software.’
Primary Keyword
Performance management software
Search Intent + Knowledge Level
The query has transactional intent and the user is solution aware. They are looking for a software solution for performance management
CTA + Next Step for User
Demo request or free trial signup
Word Count
1000
Suggested URL Structure
/performance-management-software
Meta Title
Performance Management Software – Brand Name
Meta Description
Choose a performance management software that does the heavy lifting for you and that your entire team will love
Featured Snippet Opportunity
Provide a definition of ‘performance management software’ in the FAQ section in the answer to ‘what is performance management software’
Internal links to Existing Pages
- example.com/performance-reviews
- example.com/pricing
- example.com/feedback-software
- example.com/okr-software
Internal links from Existing Pages
Suggest minimum 2 links from high-traffic pages within the relevant topic cluster
Extra Notes
- Implement review schema markup
- Implement FAQ schema markup
- Include targeted, benefit-driven CTA blocks
- Use relevant product screenshots with adequate alt tags
- Embed social proof
- Embed product videos
Content Outline
H1 – Performance Management Software for the Whole Team
H2 – Run effective performance reviews
H2 – Manage company-wide OKRs
H2 – Improve feedback cycles
H2 – Performance management software that empowers managers & employees
5. Guide Chapter
There’s a reason that this example is a guide chapter and not a content brief example for an entire guide. For a guide to work really well, each chapter should also function as a standalone piece.
Each chapter should target specific primary and secondary keywords and should be built to rank for said keywords. So, the content creation process for a guide will require individual content briefs for each chapter.
When creating a content brief for a guide chapter, think about how to create a structure that works on its own but will also fit in logically with other chapters. For example, a conclusion paragraph may not be necessary for each chapter. You also need to avoid duplicate or similar content, headings, and sections.
Below is an example of a content brief example for a chapter in the ‘small business hiring guide’ based on the keyword ‘small business hiring strategies.’
Primary Keyword
Small business hiring strategies
Search Intent + Knowledge Level
This keyword is middle-of-the-funnel. The user is likely new to hiring and looking for actionable information.
CTA + Next Step for User
Guide users to higher intent pages such as example.com/blog/hiring-tools and example.com/recruitment-software
Word Count
2500
Suggested URL Structure
guides/small-business-hiring/small-business-hiring-strategies
Meta Title
X Small Business Hiring Strategies You Should be Using
Meta Description
Looking for the perfect candidates to fill open roles? Check out these X small business strategies to find, connect with, interview, and hire the best!
Featured Snippet Opportunity
To win the featured snippet this page should feature more than 7 strategies and should dive straight into the strategies
Internal links to Existing Pages
- example.com/recruitment-software
- example.com/blog/hiring-tools
- example.com/blog/hiring-interns
- example.com/blog/hiring-first-employee
Internal links from Existing Pages
Suggest minimum 2 links from high-traffic pages within the relevant topic cluster
Extra Notes
- Include 8+ hiring strategies
- Add a list of hiring strategies at the beginning of the page with jump links
- Don’t add a conclusion
Content Outline
H1 – X Small Business Hiring Strategies You Should be Using
H2 – 1. Strategy
H2 – 2. Strategy
H2 – 3. Strategy
H2 – 4. Strategy
H2 – 5. Strategy
H2 – 6. Strategy
H2 – 7. Strategy
H2 – 8. Strategy
Create content briefs for your target audience
When you’re researching and writing a detailed content brief, the target audience and search intent should be at the forefront of your mind. This will form the basis for the entire brief, from structure and topics to CRO efforts.
Writing high-quality content that is also SEO optimized is a joint effort between the content writer and SEO. The goal when you create a content brief should be to cover all the necessary SEO elements without limiting brand voice or the input of the subject matter expert.
To create effective content briefs, make use of nifty tools such as Surfer SEO to assist with word count, secondary keywords, structure, topics, and much more.
