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Sample content brief

Sample brand: a tech business selling project management software to small teams. This is how I brief a writer, from keyword and intent to outline, on-page requirements, and quality checks.

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Brand
[Sample brand: project management software for small teams]
Target keyword
how to choose project management software
Secondary keywords
project management software features, project management software for small teams, free vs paid project management tools
Keyword metrics
[Add volume and difficulty from Ahrefs or Semrush when you write the brief. Treat them as estimates.]
Search intent
Commercial investigation. The reader is comparing options and wants a way to decide, not a list of tools to buy.
Target audience
Managers and owners of small teams (5 to 50 people) who currently track work in spreadsheets, chat, or email.
Funnel stage
Middle: evaluating. Soft call to action: start a free trial.
Format and length
Long-form buyer’s guide, about 1,800 to 2,200 words. The length is a planning target, not a ranking rule: cover what the reader needs and stop.
Content angle
A decision framework in plain words. Start from the team’s workflow, then match features, then check price. No “best tool” claims.

Outline

  1. H1: How to Choose Project Management Software: A Buyer’s Guide for Small TeamsIntro, 80 to 120 words. Answer first: three decisions to make before comparing tools (workflow, must-have features, budget). Say a checklist is at the end.
  2. H2: What project management software doesAbout 100 words, for newcomers. Link to the explainer post on what project management software is.
  3. H2: Start with your workflow, not a feature listHow to write down the work: tasks, deadlines, handoffs, who approves what. Give one short example from a five-person team.
  4. H2: Features that matter for small teamsTask views, timelines, reporting, integrations, permissions. One or two lines each on what it does and when a team needs it.
  5. H2: How to compare pricing and plansPer-user pricing, free plan limits, features locked to higher plans. Link to the free vs. paid tools post.
  6. H2: How to test tools before you commitShortlist three, run one real project in each trial, and score them on the same sheet.
  7. H2: A buyer’s checklistEight yes-or-no questions the reader can copy. This is the section most likely to be saved, so keep it scannable.
  8. H2: Common mistakes to avoidBuying for features nobody uses, skipping the team’s input, ignoring how the tool fits current habits.
  9. H2: FAQsFour questions, 40 to 60 words each. Source them from related searches and from the support and sales teams.

On-page requirements

  • Title tag: Between 40-60 characters. Descriptive, with the keyword first.
  • Meta description: Between 140-155 characters. Written as a summary, not a keyword list. Should mention the keyword and the company name and ends with a CTA.
  • URL: Short, readable, no dates and mentions the keyword.
  • Keyword in the title, H1, intro, and one H2. Use natural variations everywhere else and avoid keyword stuffing.
  • Internal links: the explainer post, the free vs. paid post, and the product features page, each with descriptive anchor text.
  • Images: one comparison table and one scorecard graphic, each with descriptive alt text.

Accuracy and trust

  • Have someone from the product team check every feature description for accuracy.
  • Add first-hand detail: screenshots of real setups, and a real example of a team’s workflow (if available).
  • Use an AI tool to help with accuracy and factuality checking.
  • Cite official or primary sources for any statistic. Leave out any number that cannot be traced.

Quality check before it goes live

  • Reads in plain words, in short paragraphs, with scannable subheadings.
  • The first screen answers the search: what to decide and how.
  • One keyword focus, with no repeated phrases and no keyword stuffing.
  • Every claim is accurate and every link works.

After it is live

  • Track clicks and impressions for the page and the target keyword in Google Search Console, and review them after 30 and 90 days.
  • Refresh the page when features or pricing change.