How does Rock Content create its content briefings?

Crafting high-quality content requires a briefing that aligns with the company's goals. Learn how we structure our briefings and provide writers with the essential information for content creation!

Craft a Killer SEO Content Brief with These Key Techniques

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At Rock Content, we maintain a significant flow of content, continuously creating and updating it as part of our SEO and organic growth strategy.

We’ve previously shared our process in content creation, which involves a relatively compact in-house SEO team concentrating on strategies, while freelancers handle scalable content production.

Consequently, to ensure the organized, high-quality production of this substantial content volume, excelling in the briefing model stage is pivotal.

It’s worth mentioning that we exclusively utilize WriterAccess, our official content platform boasting over 15,000 registered and verified freelancer talents, in all the steps of the process.

This not only enhances content quality assurance but also empowers us to oversee the content in all its steps, encompassing writing, reviewing, and internal assessments.

The briefing model underwent adjustments before becoming functional. For the United States and Canada teams, specific details diverged from the content creation team in Brazil, due to the profoundly distinct cultures of these countries.

Nevertheless, the briefings predominantly adhere to the same template — significantly streamlining our day-to-day content management efforts.

How does Rock Content create content briefings for freelance writers?

The first thing we did was to design a layout that could intuitively compile information, where we organized: basic information, SEO details, content creation guidelines, and the outline.

Additionally, we also mention sources in specific areas, providing crucial information to writers and reviewers. 

For instance, we have a field called “Search Intent,” where we explain the concept and link to a relevant post. If the writer or reviewer isn’t well-versed in the topic, our goal is for them to grasp the term and its application thoroughly.

Basic information

In this section, we provide the information and explain the concepts. The information covered in this section includes:

  • Audience: Here, we explain whom the content is aimed at. Additionally, we also indicate the funnel stage that the content will target.

    (Here, I’d like to offer a tip: if you’re not yet clear about your persona, within WriterAccess, there’s an AI tool that assists in generating personas within minutes. It can be very helpful!)
  • Objective: At this point, we discuss the main objective of the content that will be created. Whether it’s for conversion, thought leadership, purely informative purposes, etc.
  • Audience Pain Point to be addressed by this blog post: We quote a statement from the audience about what issue they need to solve with that content.
  • How this article will outperform what we already see from the competition.
  • Content Scope: What does Rock Content aim to achieve with this blog post?


  • Page Title
  • Meta Description
  • Keywords
  • Word Count of the Post
  • Search Intent
  • People Also Ask
  • Competitor or Research Content
  • Post Category
  • External Links
  • CTA
  • Content Creation Guide

In this section, we provide some elements that might seem obvious but are always good to emphasize, such as:

State of Marketing Report 2024
  • Use short paragraphs (2-3 lines, preferably).
  • The first link should be internal.
  • Use graphics to illustrate data.
  • Use bold text to highlight key points in the text.

Additionally, we include our style and writing guide for the writing professional to refer to as needed, along with other information like:

  • The tone of the text.
  • Visual elements (whether images are necessary and how they should be inserted).
  • Notes for the professional, if necessary.

Read also: Mastering On-Page SEO: Your Ultimate On-Page SEO Checklist For Success


The outline essentially discusses the recommended content structure.

The main elements to include in each title and subtitle of the post, as well as the necessary obligatory information in the text.

If the writing professional feels it’s necessary, they can also add other information.

Typically, we follow a general pattern that might be:

  • H1: Title with the main keyword.
  • Introduction.
  • H2 #1 Title.
  • H2 #2 Title.
  • H2 #3 Title.
  • H2 #4 Title.
  • H3 #1 Title.
  • H3 #2 Title.
  • H3 #3 Title.
  • Conclusion.

This is just an example. Depending on the word count and the information we need, we can request a different style. But, can you see how this could guide the professional more effectively?

After filling in all the briefing information, we send it to one of our expert freelancers.

And here’s another trick that literally saves hours of work for the SEO team every day: WriterAccess allows you to save briefing templates.

This feature streamlines the process for recurring information, such as SEO directions, for example.

Rock Content’s intention is precisely to provide the audience with rich content and information, through in-depth research and careful oversight of each stage. I hope our briefing process proves useful for your business.

If you’re curious to learn more about WriterAccess, its features, and our talent pool, know that you can try the platform for 14 days free of charge, by clicking here.


Human Crafted Content

Find top content freelancers on WriterAccess.

Human Crafted Content

Find top content freelancers on WriterAccess.

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