In the role of marketing experts, the phrase “Content is King” still holds its value. Although creating content may seem simple, for content to truly make a powerful impact on customers and target audiences, marketers need to do more than just write content. This is why creating content briefs is the solution to this issue. In this article, Optimal Agency will explore how to build a Content Brief.
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What is a Content Brief?
A brief in marketing is an important tool that acts as a summary of all requirements related to a product, service, advertisement, or communication. It provides all the necessary information so that the relevant departments can perform their tasks accurately and efficiently according to the order. As David Ogilvy once said, “Give me the freedom of a tight brief,” meaning an ideal brief must be clear and concise but also allow room for creativity.
Today, a brief can be presented in various formats such as text, speech, charts, or PowerPoint. Each company may apply its own conventions for constructing and using briefs to optimize workflows. Below, we will detail how briefs are used in both in-house and agency environments. In an in-house environment, briefs are typically used to ensure that internal departments like marketing, creative, and product development all understand the goals, requirements, and messages that need to be conveyed. Here, briefs help synchronize the perspectives and actions of the company’s members, leading to more effective strategies and plans.
Conversely, in an agency environment, a brief serves as a bridge between the client and the agency’s creative team. It helps advertisers and designers clearly understand the client’s desires and propose appropriate solutions. In an agency setting, the brief must be detailed and clear to ensure that all client requirements are met and that the advertising campaign can be implemented smoothly. Regardless of the environment, a brief is an essential tool for guiding, ensuring quality, and efficiency in marketing and communication campaigns.
How to build content brief effectively?
To create an effective brief, the person responsible must focus on several key factors:
Keep the Brief concise and meaningful
Overloading a brief with too much information is not only unprofessional but can also confuse the recipient. This reduces the ability to meet requirements and objectives. Instead, design the content and structure of the brief to be concise, succinct, and focused on key points with clear goals. Content direction in the brief is crucial, so the content should revolve around the problem to be solved, the goal to be achieved, and issues related to the brand, product, or service.
Set clear objectives
To clearly define the objectives in a brief, market research and analysis must first be conducted. This helps to identify the goals to be achieved, set targets, and have a specific plan. The brief should clearly outline the project’s objectives, the desired outcomes, and how success will be measured. With a clear objective, the person responsible can easily follow the system and work most effectively.
Include complete information about stakeholders
The brief must list all key stakeholders’ information accurately. This helps the person responsible to have better orientation and easily find the necessary information during the work process. Specifically, clear information should be provided for both the agency and the client. For the agency side, all relevant information regarding participating departments should be provided, from the person responsible for content to those responsible for imagery and communication. This helps to identify who is managing and who is executing, thereby completing the project better. For the client side, the brief should clearly specify the person responsible for the project and the one who will handle issues if they arise.
Understand competitor information
Sometimes, focusing on content preparation, product quality, and imagery may make you forget the need to analyze competitors. To have a successful advertising campaign, you need to surpass your competitors. Therefore, a detailed analysis of competitors in the same field is crucial. This analysis clarifies their strategy, allowing you to assess and develop better strategies to stand out in the market.
Choose the right timing for the campaign
Managing the timeline for a brief is key to ensuring work quality and project effectiveness. A timeline that is too short or too long can negatively impact the results. A professional brief needs to consider and allocate time appropriately, ensuring that every project stage is carried out on schedule. Proper timing not only helps maintain work progress but also allows the project to be completed within the ideal timeframe. This plays a crucial role in enhancing work efficiency and achieving set objectives.
Ensure a safe contingency budget
Budget is an indispensable factor in any marketing strategy. To handle unexpected situations, the person drafting the brief needs to ensure a reasonable contingency budget. This means calculating and setting aside budget items that may arise during the project. A flexible budget plan helps you quickly respond to incidents, avoid disrupting the workflow, and ensure the project can be successfully completed without interruption. Having a good contingency budget not only helps maintain financial efficiency but also ensures that the project proceeds smoothly.
Use Briefing applications
Briefing is an application that helps users quickly and conveniently access new information. Previously, Briefing was not widely popular due to its limited language support. However, it has become more popular, especially among young people in Vietnam. Samsung phones now come pre-installed with the Briefing app and support the Vietnamese language, allowing Vietnamese users to use this application flexibly. For iOS users, a similar app to Briefing is Flipboard.
How to Enable/Disable the Briefing App?
If you don’t want to use the Briefing app, follow these steps:
- Tap and hold on to any empty space on your Android phone’s home screen to display the screen editing interface.
- Swipe to the right to find the Briefing app.
- Once you see the Briefing app, check the square box above to select the app, then proceed to turn off the app.
This allows users to easily manage and customize the app according to their personal needs while providing the convenience of experiencing other features of the device.
Readers, please find out some other information such as the PAS formula in the Content.
The Importance of a Content Brief in Marketing
Besides understanding the concept of a brief, many people wonder about the importance of a brief in marketing. A brief is not just a summary of content but also plays a critical role in planning and executing marketing strategies. Considered the fundamental basis of marketing campaigns, a brief brings practical benefits, helping marketers work more effectively. Below are some notable benefits of a brief:
- Easily set goals for marketing strategy: A brief provides a comprehensive and detailed overview of the necessary information, helping marketers research and synthesize information effectively. This allows them to set specific and clear goals for their marketing strategy, creating a solid foundation to develop action plans.
- Establish clear milestones: An effective brief helps establish important milestones to monitor and analyze fluctuations and results throughout the marketing strategy’s execution. Having clear milestones makes it easier for marketers to measure campaign progress and make timely adjustments if necessary.
- Flexibility in task assignment: A brief creates a basis for clearly assigning tasks among team members and stakeholders. It helps determine who is responsible for each part of the campaign, thereby improving coordination and tracking work progress.
- Describe professional marketing strategies: A detailed and accurate brief clearly describes marketing strategies, from the methods and tools to be used to the implementation methods and goals to be achieved. This ensures that all stakeholders have a shared understanding of the strategy and implementation methods.
- Analyze and evaluate success: With a clear brief, analyzing and evaluating the effectiveness of a marketing strategy becomes easier. Marketers can rely on the information in the brief to measure campaign success, analyze the factors that contribute to the results, and adjust the strategy if necessary.
- Research and analyze target audience: A brief helps research and analyze the target audience effectively, thereby creating more personalized and relevant marketing strategies that meet customer needs. This helps optimize marketing efforts and improve the campaign’s success rate.
Thanks to a brief, businesses not only gain an overview of their marketing goals and strategies but also equip themselves with the tools and methods to execute the campaign effectively and achieve desired results. A brief provides the clarity and direction needed to increase the chances of success in marketing campaigns, helping marketers implement and manage work more smoothly.
We hope the information about the concept of a Content Brief and the steps to perfecting a brief has provided you with useful knowledge. This is an important strategic element indispensable for achieving success in any field. We wish you success in your campaign.
Please refer to:
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- How to build a professional content plan template for fanpage
- How to prevent website content theft?
FAQ
A client brief, also known as the customer’s requirements summary, is an important document in the working process between the client and service providers. It contains detailed information about the project, including objectives, requirements, target audience, budget, and timeline. The client brief ensures that all stakeholders clearly understand the project and the client’s expectations, laying a solid foundation for developing and implementing effective strategies.
Writing a brief for design (Design brief) is an important step to ensure that the customer’s ideas and requirements are clearly communicated to the designer. To write an effective brief, start by identifying specific design objectives, including the purpose and message to be conveyed. Next, describe the target audience, desired design style, and any special elements that need attention. Providing information about the budget, completion time, and technical requirements such as size and format is also crucial. Finally, don’t forget to provide examples or similar design samples to help the designer better understand your vision.
