Just like you create a brief for everything else, you should also write a content brief for every distinct section of your website. Writing content that hits the nail on the head is a challenge in itself, more so if you have an entire team working on a content project. After you are done with the inventory and the auditing process of the content on your website and developed a message architecture, it’s time to write the content brief. Once you have a content brief for a particular section of your website, it can be given to content creators for creating content that becomes an asset.
Let’s take a look at this example to understand how you can create a good content brief for your newsletter subscription page.
Topic: Subscribe to newsletter
It’s important to mention the type or category which the content of your email newsletter subscription page falls into.
> Landing page
The term ‘landing page’ as the content type immediately tells the content writer what kind of writing they are expected to do. So, they roll up their sleeves to write in a way which conveys the value, keeps the reader engaged till the last word and get them to take some specific action – and all of it a single page.
Your newsletter subscription page is there to fulfill one or more goals. Do you know what those goals are? In your content brief, you should define the goals clearly so that it can be understood by writers at the first glance.
> Get newsletter subscribers
> Inform visitors about the frequency of newsletter delivery and topics
> Share practical tips and easy to use information
> Motivate readers to share content
When the content writer understands the goals you want to achieve, they’ll be able to reflect these desires while writing the page.
Defining the tone of the email newsletter subscription page sums up the attitude with which the writer needs to write the copy. The tone of the written content really matters and so you should decide what you want it to be like – depending on the kind of feeling or response you want to elicit from readers. It is also important to make sure that the tone of the content falls in line with the overall image of your brand.
> Professional with little humor here and there
Depending on your specific requirements, you may also want to use a formal tone, conversational tone, sarcastic tone etc. Whatever it is, you should make it clear in your content brief.
Landing pages can be short or long. Since it’s a newsletter subscription page, short works better. Even if you are looking for a shorter copy, you should mention the word count in your content brief.
> 350 words
If you are confused about what the ideal length of your email newsletter subscription page should be, it’s a good idea to have two versions of different lengths written and test which one generates more conversions.
Setting goals is easier. To achieve those goals, you should also craft a strategy that drives actions. In this part of the content brief, you should mention the strategic approach that should be taken to fulfill the primary and the secondary goals that you have defined in the ‘Goals’ section of the content brief.
> Let visitors know about the vibrant community the newsletter promotes
> Tell them how large the community is
> Create an urgency
> Include an effective call to action
Since the newsletter subscription page is a landing page, you should always consider the fundamentals of landing pages.
In order for the content of your newsletter subscription page to resonate with readers, you should inform the content writer about the audience they are writing for. If the writers are fully aware of the pain points, concerns and interests of the target audience, they will do a great job with the content writing.
> Parents who adore their pets
> Parents who have adequate income to spend on their pets
This is just a simple example of an audience persona. It’s always a great idea to include as much information as possible – and not just the basics.
The actions that you want the newsletter subscription page to drive should be measured so that you have a good idea of where things are headed. An accurate measurement system allows you to track the performance and make adjustments to your goals and strategy as per the requirement. But you should always focus on the right metrics that can be deemed as key success factors.
> Number of new newsletter subscribers
> Number of content shares
Though your company may choose to track several metrics depending on the number of goals you want to achieve, it’s always advisable to keep the number of metrics in any particular functional area 5 or fewer.
The success of a landing page doesn’t only depend on how well the content writer has crafted the copy. The graphics designer too has to do a great job to make the newsletter subscription page look nice, attractive and engaging. In this part of the content brief, you should mention the suggested design elements.
> Display number of subscribers prominently
> Mention key newsletter contributors with headshots
> Featured ‘Tips You Can Use’ block
> Add ‘Share with a Friend’ call to action button
> Include a subscription form
Likewise, you can include many other elements that you think will help you achieve the purpose and goals of the subscription page.
Hope you liked this example. Follow these tips and guidelines to create a content brief for your own newsletter subscription page. And once you are done, you can quickly share it with your own in-house team of writers or a content writing agency to have a high converting newsletter subscription page created for your business. Finally, start using different ways to drive traffic to the same and get results.