Hi
Before I went full-time with my publishing business
I worked as a freelance writer for bloggers.
This helped me bridge the gap between employment and self-employment.
But better than that –
It also gave me a real insight into how people do their briefs!
Now,
I use the best bits from those
When creating briefs for my own team of writers.
Read on if you want to see what they look like…
At the top of each brief, I have a generic section that’s specific to each site.
This includes:
1. Word count
For this, I include a range such as 800 – 1400.
This allows writers to stop when they’re done
Instead of adding fluff.
Usually, they finish close to the upper limit.
2. Language and Audience
e.g. ‘Write in UK English for a mixed UK & US audience’.
I have some sites written in UK English and some in US English.
The audiences are usually mixed, so I’m careful with words like ‘holiday’ that have different meanings in each language.
3. Style
The style I prefer for most articles is “helpful, chatty, informal”
I instruct writers to use words like “it’s” rather than “it is” to keep things light.
Just like how you’d talk to a neighbour.
4. Answer Target
I explain that an answer target is ‘a standalone paragraph of 40-50 words (2-3 sentences) that completely answers the question, formatted in bold.’
Wherever I put {AT} in the brief, I want an answer target!
5. Paragraph length
I specify that paragraphs should be 1 to 3 sentences long.
This is best for skim reading
6. Headers
I ask writers to keep all headings, but they can add more if needed.
Or, they can rearrange them if they want to.
7. Paste article below
I work with Google docs and ask the writer to paste their work below the brief.
So I can easily compare it to the brief to make sure that nothing’s missed.
8. Keywords
Sometimes I include keywords
But usually I don’t!
The keywords are usually included as headings anyway
And I don’t want writers to stuff them in awkwardly.
Now, for the main brief…
It would look something like this…
H1 - The Best Things To Do In London With Kids
intro - include a 2 paragraph intro that sympathises with the reader's problem and explains what they will learn.
H2 - Family Attractions
H3 - What is there to do in London with kids?
{AT}
H2 - The Most Popular Things For Families To Do In London
H3 - Attraction 1
H3 - Attraction 2
H3 - Attraction 3
H2 - Best London Museums For Kids
H3 - Museum 1
H3 - Museum 2
H3 - Museum 3
H2 - London Parks To Visit With Kids
H3 - Park 1
H3 - Park 2
H3 - Park 3
etc
Conclusion - 2 paragraphs to recap main points and make a recommendation.
Of course, not every article will follow the same format.
One of my favourite things to do is to answer LOTS of ‘People Also Ask’ questions in one post.
A brief for that would look like this…
H1 - Golden Labradors: Everything You Need To Know
intro - include a 2 paragraph intro that sympathises with the reader's problem and explains what they will learn.
H2 - Is a golden Lab rare?
{AT}
H2 - Are golden Labradors good pets?
{AT}
H2 - How much would a golden Labrador cost?
{AT}
H2 - What color of Lab is the best?
{AT}
H2 - What are golden Labs known for?
{AT}
H2 - What is the temperament of a golden Labrador?
{AT}
H2 - Do golden Labs shed a lot?
{AT}
H2 - What problems do golden Labradors have?
{AT}
H2 - How big do golden Labs get?
{AT}
etc etc
Conclusion - 2 paragraphs to recap main points and make a recommendation.
With this method, I can gain a featured snippet for as many as 20 different keywords!
I do ask the writer to format the Answer Target in bold.
But then I’ll remove the bold if there’s more than one or two in the article.
It just helps me to check them.
The writer can continue the answer in a second paragraph if needed,
But it helps to always have something for the Featured Snippet.
And that’s it!
It takes me around 10 – 30 minutes to do the keyword research and brief for each article.
Of course, there are many different ways you can do briefs.
But this is the way that’s been working for my team.
Until next time!
– Niche Site Lady