Whether you’re a freelance writer or work as part of an in-house content team, content writing sheets are an essential organizational tool. A content writing sheet, also sometimes called a content brief, is a document that outlines all the key details and requirements for a particular piece of content before the writing process begins. Using a well-structured content writing sheet ensures your content will be properly targeted, on-brand, and compliant. It also streamlines the collaboration process between writers and other stakeholders like project managers, clients, legal/compliance teams, and more.
Effective content writing sheets contain all the crucial information a writer needs up front. This includes specifics about the content topic, format, target audience, desired tone, key messages or calls-to-action. They also outline any technical requirements like word counts, formatting guidelines, links to style guides, brand assets, etc. Having all these instructions neatly documented in one place means writers don’t have to bother stakeholders with unnecessary follow up questions as they draft. It allows the writing process to flow more smoothly.
In addition to the core details about the content itself, good content writing sheets incorporate instructions around deadlines, review/approval processes, and procedures for feedback. This ensures everyone is clear on expectations and timelines. It prevents missed deadlines or duplication of effort. Writing sheets should also collect important contextual facts that inform the tone and focus of the content. For example, details about the target audience’s demographics, pain points, interests or goals. Knowing these audience insights enables writers to effectively tailor the content experience.
Ideally, content writing sheets are filled out by project managers, marketing managers or client stakeholders who are defining the content need initially. But experienced writers may need to provide input and ask clarifying questions to develop a fully fleshed-out brief. Collaboration between writers and brief-creators results in the most helpful template. Reviewing sheets a few days before starting work allows writers to think critically about the brief and prepare accordingly.
There is no set template for all content writing sheets – formats vary depending on company, project complexity and content type. Most effective sheets include the following core sections:
Overview: High-level description of the content goal or purpose. One sentence summary.
Topic: Detailed description of the subject matter being covered. May include keywords.
Audience: Personas or profiles of the ideal reader(s). Demographic and psychographic traits.
Tone: Descriptor words around the intended voice and style. Casual? Formal? Humorous?
Key Messages: 2-3 main takeaways or calls-to-action for readers.
Formatting Requirements: Word count, links, images, multimedia etc. Format style guides.
Links to References: Style guides, images, brand assets or other project files.
Deadline: Due date and any approval checkpoints along the way.
Performance Metrics: How the content “success” will be measured eg. shares, leads, sales.
Feedback Process: Instructions for reviews, revisions and sign-off.
Thoroughly populating each section helps codify expectations for clients, managers, writers and other teams involved. It creates a content brief that acts as an indispensable roadmap throughout the project lifecycle.
Efficient content marketing demands standardized processes. Content writing sheets play a vital role in maintaining consistent quality and turnaround when producing web content at scale. They lay the necessary groundwork for success upfront. Though time-consuming to prepare, content briefs actually save time in the long run by avoiding scope creep and streamlining efforts. Any business seeking to optimize its content production should embrace content writing sheets as a best practice. With practice, developing comprehensive briefs becomes second nature – setting projects up for impact from the get-go.