Content Briefs
Define scope, audience, and goal before writing.
Install 安装
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---
name: Content Briefs
description: Define scope, audience, and goal before writing.
---
# Content Briefs
A brief forces the strategic decisions before any prose is written. Writing without one produces content that "covers the topic" but accomplishes nothing.
## Required fields
- **Goal.** What should the reader do, think, or feel after? "Understand X enough to choose us over alternative Y." Without this, you can't judge success.
- **Audience.** Not a demographic — a state of mind. What do they already believe? What jargon do they know? What objections do they hold?
- **Scope.** The one thing this piece argues. If you can't state it in a sentence, the piece will ramble. Cut sub-topics to their own pieces.
- **Success metric.** Sign-ups? Time on page? Shares? Rank for a keyword? Different metrics demand different shapes.
## Use it as a filter
Every section either serves the goal or gets cut. The brief is what lets you kill your darlings without regret.