Content Brief · Paid Writing · Beginner Template
Content Brief Template — turn one idea into a clear keyword, angle, audience, outcomes, sources, and CTA plan
You want to write a blog post or article or guest post or even a journal-style feature that looks professional and you also want to earn money from your writing, so this template helps you build a strong content brief before you write a single line. You will decide the keyword, the angle, the audience, the outcomes, the sources, and the call to action in simple sentences, and you will do this in a calm order that works whether you are writing for your own blog or for a magazine-style website similar to wired.com. When your brief is clear, your draft becomes faster, your editor has fewer questions, and your chances of getting accepted and getting paid increase.
Your Goal
Create a one-page content brief that tells you exactly what to write and why the piece exists.
Your Reader
Picture one curious reader on a serious website and help them move from confusion to a clear, practical outcome.
Your Win
Fewer rewrites, stronger pitches, and more chances to turn a finished article into real income.
Step-by-step
The 10-minute content brief sprint for blogs, magazines, and guest posts
Instead of staring at a blank page you will follow a short routine. You will open a few pages in your browser, you will skim with a purpose, and you will fill the brief from top to bottom with simple long sentences. In ten minutes you will know your main keyword, your unique angle, who you are talking to, what change they get from the article, which sources you will use, and what call to action will help you or your client earn money.
Define topic & goal
Map audience & angle
Lock sources & CTA
10-minute content brief — minute by minute
0:00–1:30
Pick the working title and the main goal.
- Write a simple working title such as “How to [result] without [pain]”.
- Write one sentence: “The business goal of this piece is to [attract leads / sell a product / grow newsletter / build authority].”
- Decide the content type: blog post, feature article, guest post, landing-style guide, or journal essay.
Why it earns: when the goal is clear, you choose an angle and a CTA that naturally support sales or sign-ups.
1:30–3:00
Choose your primary keyword and search intent.
- Type your topic into a search engine and note the main phrase people seem to use.
- Write one line: “Primary keyword = [phrase]; intent = [learn / compare / buy / be inspired].”
- List two to four supporting phrases or questions that you see repeating in top results.
Tip: if the top results are long guides, you also write a long guide;
if they are short news updates, you use a tighter, news-like format.
3:00–4:30
Decide the angle and the promise in one sentence.
- Scan three to five competing pieces and ask, “What have they all missed or only touched lightly?”
- Write: “Angle = [unexpected or clearer way] of looking at [keyword topic] for [specific reader].”
- Write a promise line: “After reading, the reader will be able to [specific action].”
4:30–6:00
Describe your reader and their situation right now.
- Write who they are in everyday words, for example “freelance writer starting out” or “busy founder who hates marketing jargon”.
- Describe what they already tried and why it did not work.
- Write one emotion word for how they feel now and one emotion word for how they should feel after the piece.
6:00–7:30
Outline the structure, length, and reading experience.
- Set a word-count range such as 1,500–2,000 words for a deep blog post or 2,500+ for a magazine feature.
- Write a quick path: “Hook → Context → Sections 1–3 → Examples → Sources → CTA.”
- Decide if you will use second person (“you”), first person (“I”) or third person (“they”).
7:30–9:00
List sources, examples, and proof you will use.
- Write down at least three credible sources such as reports, research, expert quotes, or case studies.
- Pair each source with the claim it will support, for example “stat about creator income” or “quote about how WIRED editors think about story angles”.
- Decide if you need your own small demo, mini case study, or screenshot to make the article feel original.
9:00–10:00
Choose the main CTA and the money path.
- Write one reader CTA, such as “join the newsletter”, “download a template”, “start a free trial”, or “book a call”.
- Write one writer CTA for yourself, such as “add this piece to portfolio”, “send link in pitch email”, or “use as sample for WIRED-style pitches”.
- Write the success metric, for example “click-through rate on CTA button” or “number of enquiries in one month”.
Confidence meter — you can move this mentally until you feel the brief is ready
Map
What you capture in a strong content brief (and why it matters)
A good content brief is not just a list of keywords. It is a simple map that shows why the piece exists, who it is for, what angle you will take, what outcome the reader gets, which proof you will bring in, and what action you want at the end. This table shows you the core elements you will collect every time.
| Element | What you write (one or two lines) | Why it matters |
|---|---|---|
| Keyword & Intent | Primary keyword and 2–4 supporting phrases, plus a short note on whether readers want to learn, compare, or buy. | Aligns your piece with real searches so you can get traffic and long-term organic readers, not random clicks. |
| Angle | One clear sentence about the story you are telling, the opinion you hold, or the unique way you will explain the topic. | Helps your article stand out next to similar pieces and gives editors a sharp hook to say yes to. |
| Audience | A simple description of who the reader is, what they already know, and what they are struggling with right now. | Keeps your tone and examples at the right level so beginners are not lost and advanced readers are not bored. |
| Outcomes | Reader outcome (“After this they can…”) and business outcome (“For the blog this piece should…”). | Turns your article into a useful tool that solves a problem for the reader and supports a goal for the site. |
| Sources & Proof | List of datasets, reports, expert voices, and examples you will quote or summarise in the article. | Makes your piece trustworthy and reduces the chance that an editor will reject it for being too thin or vague. |
| CTA | Primary call to action plus one backup option, with a short explanation of where the CTA leads. | Connects your carefully written article to a real next step such as a sign-up, a purchase, or a pitch opportunity. |
| Format & Structure | Target word count, content type, and a rough list of sections or headings you expect to use. | Helps you estimate how much time you need to research and draft and keeps your story from wandering. |
| Voice & Style | Notes on pronouns, reading level, humor, sentence length, and any house rules you must follow. | Makes your piece match the style of serious sites like WIRED or a client blog, which means less editing time and more repeat work. |
Minimum brief: when you are in a hurry you still write Keyword & Intent, Angle, Audience, Outcomes, Sources, and CTA.
These six lines alone can rescue a messy draft.
Fill this template
Template_01: One-page content brief — [Editable] Fill your own data
Note: Replace the [green] text with your own data.
You can copy this into your notes tool or into a doc before you start writing.
Write in full sentences so future you or an editor can understand your thinking very quickly. You do not need perfect grammar at this stage, you only need clear meaning and honest details that match the website where you want to publish and earn.
Working title: [draft headline for this piece]
Content type: [blog post / feature / guest post / newsletter / journal-style essay]
Target site or section: [your blog / client site / tech magazine section]
Business goal: This piece exists to [build authority / capture leads / drive sign-ups / sell a product].
Deadline & word count: [date] · [min–max words].
Primary keyword: [main phrase people search]
Supporting keywords: [supporting phrase #1], [#2], [#3], [#4].
Search intent: Readers are trying to [learn / compare / solve a problem / choose a product].
Top result pattern: Most results are [guides / explainers / lists / news updates] with about [word-count range].
SEO notes: You will place the primary keyword in [title / intro / one subheading / URL / meta description] without stuffing.
Core angle: This piece will show [specific group] how to [result] by [unique method or viewpoint].
What makes it different: Unlike other articles that only [what they do], this one will [what you do better or deeper].
Key story question: The central question you answer is “[curious question your reader has]”.
Emotional promise: Readers should feel [relieved / confident / excited / safe] when they finish.
Who they are: [simple description: e.g., “beginner freelance writer who wants first byline”].
Stage of journey: [awareness / consideration / ready-to-buy / long-time reader].
Current belief: They currently believe [belief about topic or problem].
Main obstacle: They are stuck because [time / money / knowledge / confidence barrier].
Desired outcome: After reading they will be able to [simple action they can take the same day].
Format: [step-by-step guide / narrative feature / Q&A / list / case study].
Rough outline: [Hook → Set the problem → Explain key ideas → Give steps or scenes → Show examples → CTA].
Voice: Person: [second person “you” / first person “I” / third person “they”];
tense: [present / past / mixed].
Tone sliders: Formality [low→high] · Energy [calm→punchy] · Humor [low→high].
Non-negotiable style rules: [short paragraphs / no jargon / define every technical term once].
Core sources: You will rely on [dataset or report #1], [expert or outlet #2], and [case study or example #3].
Type of proof: [numbers] · [quotes] · [stories] · [screenshots] · [comparisons].
Fact-check plan: You will double check [key statistics / prices / dates] before submitting.
Original elements: This piece will include at least [one custom example / simple diagram / mini interview] so it does not feel generic.
Primary CTA: At the end you will invite readers to [sign up / download / start trial / book a call].
Secondary CTA: For readers not ready to act you will [suggest another article / ask them to bookmark / offer a light step].
Where the CTA leads: CTA goes to [landing page / product page / newsletter form] that continues the story.
Success metric: You will measure success by [clicks / sign-ups / replies / shares] in the first [timeframe].
Internal links to include: [link to pillar article], [link to product or service page], [link to about or author page].
External authority links: [trusted site #1], [trusted site #2] used only as proof, not as competitors.
Meta title draft: [70-character title with keyword and benefit].
Meta description draft: [1–2 sentence summary that mentions keyword and outcome].
Slug: [/simple-keyword-slug].
Pro tip: if you ever feel lost while drafting, come back to this one-page brief and write only what you promised here.
You can always add more stories later, but this page keeps you honest and focused.
Pre-filled · Demo example
Pre-filled example: Content brief for a WIRED-style explainer about content briefs
This example shows how a single idea can turn into a full brief. Imagine you want to write a long, clear explainer for a serious tech-and-culture site that feels similar to WIRED. The goal is to teach beginners how to use content briefs to write better articles and to quietly position yourself as a thoughtful writer they can hire.
Working title: “The Beginner’s Content Brief: How to Plan Serious Stories Before You Pitch Them”.
Content type: Long-form explainer or feature-style blog post.
Target site or section: Tech-and-culture blog with a section similar to “Ideas” or “Business”.
Business goal: Build authority as a thoughtful explainer of writing systems and attract clients who need content strategy, not just raw words.
Deadline & word count: 14 days · 2,500–3,000 words.
Primary keyword: “content brief template”.
Supporting keywords: “how to write a content brief”, “SEO content brief”, “blog post brief”, “content outline for beginners”.
Search intent: Readers want to learn a repeatable way to plan content that ranks and converts, not just download a random PDF.
Top result pattern: Most top results are practical guides with screenshots and free templates, around 1,800–3,000 words, written from a marketing team perspective.
SEO notes: Use the primary keyword in the title, first paragraph, one H2, and meta description; sprinkle secondary phrases naturally in headings and examples.
Core angle: Show beginners that a content brief is a “story compass” that protects their time and helps them pitch like a pro, not a stiff corporate document.
What makes it different: Instead of speaking only to content managers, this piece speaks directly to solo writers and shows how they can use briefs to land bylines and clients, using WIRED-style expectations as a reference point.
Key story question: “How can a simple one-page content brief turn a loose idea into a publishable article that serious editors will respect?”
Emotional promise: Readers will feel calmer and more in control of their writing process, because they can see the whole article before they start typing.
Who they are: Early-career writers, bloggers, and students who want to move from casual posts to serious, paid writing.
Stage of journey: They have written a few blog posts but they do not yet have a repeatable system or a solid portfolio.
Current belief: They think “creative flow” alone should be enough and briefs are only for agencies, but they feel guilty when drafts wander and editors say no.
Main obstacle: They do not know how to connect keywords, story ideas, and business goals into one simple page that guides their writing.
Desired outcome: After reading they should be able to fill a one-page brief for their next article and use it as a sample when pitching a website.
Format: Hybrid explainer and guide with narrative touches and concrete examples.
Rough outline: Hook with a short story of a messy draft → define content brief in simple words → show each section (keyword, angle, audience, outcomes, sources, CTA) → walk through finished example → give checklist and next steps.
Voice: Second person “you” with friendly but informed tone, similar to a patient editor sitting beside a new writer.
Tone sliders: Formality medium; energy steady and encouraging; humor light and used only to ease fear.
Non-negotiable style rules: Short paragraphs, accessible vocabulary, and clear explanations before any jargon such as “search intent” or “conversion”.
Core sources: Guides on SEO content briefs from respected tools, editor advice from pitch pages of serious outlets, and a few examples of successful content briefs from real campaigns.
Type of proof: Quoted lines from editor guidelines, screenshots or descriptions of good briefs, and one small case study of how a writer used a brief to land a paid assignment.
Fact-check plan: Verify all numbers and quotes against the original source pages before publication and keep links in a separate notes document.
Original elements: Create a simple diagram that shows the six brief elements around the reader, and include one mini-interview with a freelance writer who uses briefs daily.
Primary CTA: Invite readers to download a fillable content brief template and join an email list that sends weekly writing systems tips.
Secondary CTA: Suggest that they bookmark the article and use it as a checklist when they pitch their next story to a magazine-style site.
Where the CTA leads: A simple landing page that stores the template and offers a short orientation email sequence for beginner writers.
Success metric: Measure number of template downloads and the percentage of readers who later reply with links to finished articles or bylines.
Internal links to include: An earlier article on how to pitch editors, a guide on finding paying outlets, and an about page that explains the writer’s services.
External authority links: A small number of links to respected SEO tools and editor guideline pages that explain why briefs matter and what good stories look like.
Meta title draft: “How a Simple Content Brief Turns Your Blog Idea into a Serious Story”.
Meta description draft: “Learn how to use a one-page content brief to plan your keyword, angle, audience, outcomes, sources, and CTA so your next article looks like it belongs on a serious site.”
Slug: /content-brief-template-for-beginners
Internal one-line brief: “Explain content briefs to beginner writers in a way that feels like a WIRED-style explainer, with enough depth, proof, and structure that an editor could use it as a reference.”
Angles
Angle bank — three simple angles for the same keyword
You can turn one keyword into several strong ideas just by changing the angle. This helps you adapt the same topic to different websites, which is very useful when you want to write for your own blog, a client content hub, and a magazine-style outlet without repeating yourself.
How-to angle
Step-by-step guide that teaches the reader a simple process using the keyword as the main skill.
Narrative angle
Story of a person, company, or trend that shows what happens when someone applies or ignores the idea behind the keyword.
Opinion angle
Clear argument for or against a common belief around the keyword, supported by data and case studies.
Comparison angle
Practical “this vs that” breakdown where the keyword competes with another method or tool.
Framework angle
Turn the keyword into a simple framework or checklist that readers can apply in many situations.
| Angle type | Pattern sentence you can use in your brief | Best for |
|---|---|---|
| How-to | “Show readers how to use [keyword] in [number] steps so they can quickly [result].” | Brand blogs, how-to sections, beginner audiences. |
| Narrative | “Tell the story of how [person or team] used [keyword idea] to change [situation] and what went wrong and right.” | Magazine features, WIRED-style stories, case studies. |
| Opinion | “Argue that most people are thinking about [keyword] the wrong way and show a clearer approach with proof.” | Ideas sections, essays, guest posts with a strong stance. |
| Comparison | “Compare [keyword method] with [default method] so readers can choose the right option for their budget and time.” | Review-style content, SaaS blogs, affiliate posts. |
| Framework | “Turn [keyword] into a simple [number]-part framework that busy readers can remember and reuse.” | Educational blogs, training sites, newsletters. |
Use in pitches: When you pitch a serious outlet you can mention the keyword once,
but you mainly sell the angle sentence because that is how editors think about stories.
Audience
Audience snapshot & outcomes — keep your reader and your earnings aligned
A brief becomes powerful when it connects your reader’s real life to the money outcome you or your client care about. This small table lets you sketch that connection before you draft, so your CTAs feel natural instead of pushy.
| Reader type | Their situation now | Outcome they want | How your article helps |
|---|---|---|---|
| Beginner blogger | Writes random posts without a plan, gets little traffic and almost no income. | Plan posts that bring steady visitors and first affiliate or service income. | Shows how a content brief organizes keywords, angles, and CTAs into a small system. |
| Freelance writer | Has ideas but editors reject pitches for being vague or off-brand. | Send sharper pitches that match each publication and lead to paid assignments. | Uses briefs to prove fit, show research, and outline the story before emailing an editor. |
| In-house marketer | Must scale content with part-time writers and keep quality consistent. | Give writers clear instructions so drafts match strategy without micromanaging. | Turns this brief into a repeatable template for the whole team. |
Money angle: the clearer you are about who changes and how they change,
the easier it is to choose CTAs and offers that make sense for that reader,
which means more sign-ups, more client enquiries, and a stronger case for your writing fees.
Sources
Source map — where your proof will come from
Serious websites care about where your information comes from. In your brief you will decide which kinds of evidence you lean on so you do not rely only on your opinion. This small heatmap reminds you which sources usually carry the strongest signals.
1 (weak)
2
3
4
5 (strong)
Primary research
Industry reports
Academic studies
Expert interviews
Trusted news outlets
Company blogs
User surveys
Case studies
Social threads
AI summaries
Random forums
Unverified stats
Rule: You can read social threads and AI summaries for ideas,
but in your brief you always list original or high-trust sources that you will actually quote or link to.
CTA
CTA planner — connect your article to real next steps
Your content brief is not complete until you know what happens after the reader finishes the article. You will pick a CTA that respects their level of commitment and fits the website’s business model, whether that is selling products, growing a newsletter, or attracting consulting leads.
| CTA type | Example copy | Good for |
|---|---|---|
| Soft education CTA | “Want more simple breakdowns like this? Join the free weekly newsletter for beginner writers.” | Blogs building an email list, early-stage creators. |
| Tool or template CTA | “Download the fillable content brief template so you can plan your next three articles in one sitting.” | Lead magnets, SaaS content, education sites. |
| Service CTA | “If you want help building briefs for your whole blog, book a short call and we will map your first month of content.” | Freelance writers, consultants, agencies. |
| Product CTA | “Use this checklist with our writing dashboard so you can track ideas, briefs, drafts, and invoices in one view.” | Software products, course platforms. |
| Portfolio CTA | “See how this brief turned into a finished article in my portfolio, and feel free to share it if you know an editor who needs this.” | Personal sites, about pages, pitch follow-ups. |
Money loop: Content brief → Focused draft → Clear CTA → Track results → Update next brief.
When you repeat this loop, your writing stops being random and starts behaving like a small business.
Checklist
Master content brief checklist — one page you can print
Before you start your draft, read this checklist once. If you can tick every box, you are ready to write a clean article that respects your reader, your editor, and your own time.
| Area | Check | Done |
|---|---|---|
| Keyword & intent | Primary keyword chosen and intent written in one simple sentence. | □ |
| Angle | Angle sentence explains how your piece is different from existing results. | □ |
| Audience | Reader description includes who they are, what they tried, and how they feel now. | □ |
| Outcomes | Reader outcome and business outcome are both written and do not contradict each other. | □ |
| Sources | At least three credible sources listed with notes on what each one proves. | □ |
| CTA | Primary and secondary CTAs chosen, with clear next pages or steps. | □ |
| Structure | Format, rough outline, and word-count range written. | □ |
| Voice | Person, tone, and style rules decided and written in short phrases. | □ |
| SEO & links | Internal and external links planned plus draft meta title and description. | □ |
Wrap
Your content brief system is ready
You now have a visual, beginner-friendly way to collect the keyword, angle, audience details, outcomes, sources, and CTA for every piece you write. This works whether you are creating a blog post for your own site, a guest article for a client, or a long explainer for a serious outlet that expects strong angles and real evidence. Each time you fill this brief you train yourself to think like an editor, which means you slowly move closer to the level of publications that pay well and protect quality.
Use this template for your next idea. Start with a simple topic and a realistic word-count range, fill every box with plain language, and only then open your drafting document. You will notice that the writing feels lighter because big decisions are already made, and you can finally focus on sentences, examples, and scenes that delight readers and convince editors that you are someone they can trust with their pages.