Briefing Freelance Writers, Done Properly
Giving freelance or agency writers the information they need to produce content that fits the audience, brand and goals the first time.
Dana Whitfield
Why does it matter?
Most rewrites come from incomplete briefs, and a good brief saves more time than it takes to write.
What are the numbers?
- Brief contents audience, goal, key messages, sources, length, tone and deadline
- Examples samples of the desired style reduce guesswork
- Access writers may need subject expert time
- Review feedback should reference the brief
What should I do?
- Use a consistent brief template
- Include audience and purpose, not only a topic
- Provide sources and expert contacts
- Share style guide and examples
- Give feedback tied to the brief
What should I avoid?
Avoid:
- One-line briefs
- Changing requirements after drafting starts
- Feedback based only on personal taste
- No access to subject experts
When should I get help?
Short answer Bring in help when working with many freelancers, or when drafts frequently need major rewrites.
Where this comes from
- GOV.UK Service Manual — Content design
- PlainLanguage.gov — Federal Plain Language Guidelines
The figures and practices above come from the sources listed.
Working on something like this?
We take on Content Strategy work for teams who want it done once, properly. Tell us what you are building and we will tell you honestly whether we are the right studio for it. Start a project.
Where to go next
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