What belongs in every brief
- The exact customer question (verbatim, as searched)
- Target audience and search intent
- The 5 facts that absolutely have to be included
- The quotable core paragraph (40 to 70 words) as a draft
- Related questions for the FAQ block
- Internal links that should be set
- Forbidden words (marketing clichés)
Briefing template
Question: [customer question verbatim] Target audience / intent: [who searches this, why] Mandatory facts: 1. [fact with a number] 2. [fact with a number] 3. [fact with a number] Core paragraph (draft): [40-70 words, answers the question completely] FAQ: [2-3 related questions] Internal links: [target pages] Taboo: unforgettable, unique, market leader (without proof)