How to Understand & Adapt to a Client's Content Brief

When you kick off your freelance writing journey, and hopefully land a client or two, it's time to get serious. And to help ensure your writing success, your new client or two will likely provide you with a content brief.

What is a content brief, you ask? Think of it as your client-specific roadmap to every blog or writing assignment. It's the document that outlines what they want you to write, and usually how they want you to write it. Whether it’s tone, structure, or SEO requirements, understanding how to analyze and adapt to different briefs will make you a more versatile, in-demand writer. Now's not the time to get creative and fancy with your wordsmithing. Instead, you need to get great at deciphering the client's content brief and writing to it like a pro.

Today, we'll share what you need to know to better understand and adapt to whatever content brief your new clients send over.

Breaking Down the Content Brief

When reviewing a client's content brief, start with a broad, high-level view of it. Look for the key information you need to complete the project. If there is basic information missing, you won’t be able to get started. Create a list of requirements that you need from clients. Common details included in a content brief include: 

• Title or topic 

• Content type 

• Target audience 

• Length 

• Due date 

• Desired tone and style

• Internal and external link requirements 

• Focus keyword(s)

• Image needed

These are generalized requirements that can be adjusted for each client. The client may also want to add their own unique requirements, such as external links from a specific type of source. They could have a primary keyword and multiple secondary keywords or specific requirements for the accompanying image. 

Clarifying Unclear Instructions

After reviewing the client’s content brief, you may have some questions. It’s crucial to ask all of your questions before you get started with your writing... otherwise, you'll be in for an edit nightmare or complete rewrite. Miscommunication is one of the most common reasons for client dissatisfaction, too. So, getting it right from the beginning only solidifies your results. When in doubt, ask the client.

As a freelancer, you will gain knowledge and experience with every client brief you review. And over time, you will learn to look for common red flags that can signal the potential for future issues. Look out for these and address them early on to avoid problems with content expectations later. 

• Missing information on the brief about word count or due dates

• Vague directions about audience or keywords

• Conflicting information about formatting or writing styles

Quality writing takes time, and it’s crucial for you as a freelancer to advocate for the time and direction you need to precisely deliver what they want. 

Adapting to Tone & Style Requirements

When you are ready to start writing, it’s important to take a moment to get into the right head space. Skilled writers can adapt their writing style to the client’s needs. Some clients want a formal tone,

while other brands may prefer a more casual and friendly tone. Some industries require more technical language, while others are better suited for a conversational approach. Requesting a sample or example from the client of what they expect can be helpful. This is especially helpful for new clients who have never paid a freelancer for content. These first-time clients may not know what to ask for or think they are asking for one thing when really they want something else. 

Structuring Content to Fit the Brief

Generally, content follows the same generalized format. There is an attention-grabbing intro, an informative body, and a call-to-action conclusion. Beyond this, some clients will have specific requirements for how they want their content formatted. It’s important to confirm with the client their expectations for formatting.  These details are the ones that make excellent freelance writers stand out from ok ones. By providing correctly formatted content, you reduce the amount of editing the client has to do later. It’s important for freelancers to balance creativity with the client’s expectations. It is up to the freelancer to manage a reasonable number of requirements and limit the client from overmanaging the content creation process. 

SEO & Keyword Considerations

As a freelance writer, you need to wear multiple hats. Not only do you need to be a quality writer, but you also need to understand search engine optimization (SEO) best practices. Incorporate the client’s requested keywords into the content naturally to maintain readability. The content you write will need to appease the client, effectively speak to their target audience, and be readable by the search engine crawlers. These three requirements do not always align, unfortunately. It’s up to the freelancer to manage the client’s expectations and provide advice on how the client can accomplish their goals with you as their writer. This is why reviewing and understanding your new client’s content brief is so important. You can address any disconnects in audience, SEO, and client preferences first thing.

Understand a Client Content Brief Like a Pro

Understanding and adapting to a client’s content brief is more than just a necessary task. It’s a skill that will set you apart as a freelance writer. You can consistently deliver high-quality work that always meets client expectations by carefully reviewing instructions, asking any clarifying questions, and adapting to new-to-you tones and styles. The more you practice this, the better you’ll become at delivering exactly what clients need. Treat each project as a learning experience, and you’ll continue to grow into a highly sought-after writer.

Need More Freelance Writing Help? Start Downloading!

The beautiful thing about freelance writing is that you only get better at it the more you write. And when you need some support and direction on your writing journey, The Pajama Writer has all the tools and resources you need to hone your craft. Start downloading your guides and templates – and let’s get you writing.