The Creative Brief

Because every piece of content has purpose

Fail to plan, plan to fail. We don’t let that happen. Documenting your strategy is the first step toward reaching your goals – and that’s where Brafton’s Creative Brief comes in. It’s a collaborative outline that ensures your Brafton strategists and creative teams give you effective content marketing … not just content.

How we plan your winning content strategy

The Creative Brief is at the heart of our relationship with you, and it’s cornerstone to the success of our partnership. Collaborating on this document puts our team directly in touch with yours to learn your brand’s idiosyncrasies and your business’s priorities. The Creative Brief stems from an immersive initial meeting, and is then developed ongoing so your corporate strengths and goals are reflected in each blog, graphic, video and social post from Brafton.

We start with your business goals, and your brand. Then we plan the content. The document covers elements like:

  • Audience needs: Personas, Question mapping, Pertinent content topics
  • Branding & editorial goals: Voice, Tone, Aesthetic, Appropriate humor level (we vote high…)
  • Metric targets: Keyword advancements, Traffic & SEO growth, Social follower growth, Engagement improvement, Link building
  • Real results: Goal conversions, Qualified leads, Form completions, Online purchases
  • Content: Formats best suited for your goals & objectives

Creative Accountability: The path to your growth

Our team has a passion for quality content, but we know content is nothing if it doesn’t benefit our customers. We value consistency, and hold your content accountable to results – just as you do. With our Creative Brief, we’ve refined the process of understanding your business to build your best strategy. We deliver on message, on time, all the time by putting our creative professionals on the same page with you about your expectations – so we can strive to exceed them.

“The editorial brief process has helped us not only steer the direction for the content that Brafton has produced for us, but has also helped us refine the content that we produce internally for our site, giving us a comprehensive plan for the future.”

Carrie Van Brunt
Director of Marketing and Public Relations

Learn More

Allegis Group Services sought thought leadership to earn more trust and leads. The collaborative process of setting up a Creative Brief let our editorial teams put the recruiter’s best face forward on the web. The winning results speak for themselves – but hear what Marketing Director Erik Karf has to say.

More Client Examples