Content templates

# Content brief: [working title]

Owner: ______  Writer: ______  Due: ______  Word count: ______

## The job
Page or piece type:
Where it lives:
What it has to achieve (one metric):

## Reader
Who exactly:
What they already know:
What they believe that is wrong:
What question brought them here:

## Search
Primary query:                      Monthly volume:
Secondary queries:
What the current top 3 results do well:
What they all miss (this is our angle):

## The one message
If they remember one sentence, it is:

## Must include
- Points to cover:
- Proof, data or examples to use:
- Internal links:
- Product mentions and how hard to push:

## Must avoid
- Claims we cannot back up:
- Words we do not use:

## Structure
H1:
H2s:
Call to action:

## Voice
Three words: ______, ______, ______
Read like: [example piece]
Not like: [example piece]

## Done means
- [ ] Reads at 60+ on Flesch, or deliberately not
- [ ] Every claim sourced
- [ ] Title and meta description written
- [ ] Images or diagrams briefed

# [Working title]

Promise in one line (this is also your meta description):

## Hook options (write 3, pick 1)
1.
2.
3.

## Intro (100 words max)
- The situation the reader is in right now:
- The tension or cost of it:
- What this piece will give them, specifically:

## Section 1: [H2 that states a point, not a topic]
- Claim:
- Evidence or example:
- What to do about it:

## Section 2: [H2]
- Claim:
- Evidence or example:
- What to do about it:

## Section 3: [H2]
- Claim:
- Evidence or example:
- What to do about it:

## The objection you are ignoring
- What a sceptical reader is thinking by now:
- Answer:

## Close
- The one thing to remember:
- Next step (read this / try this / talk to us):

## Assets needed
- Images, diagrams, screenshots:
- Data to pull:
- Quotes to get, and from whom:

## Checks before publishing
- [ ] Subheads tell the story alone
- [ ] Every number has a source
- [ ] Internal links added
- [ ] Title under 60 characters

Publish date,Status,Title,Type,Pillar,Primary keyword,Search intent,Word count,Writer,Editor,Brief link,Draft link,CTA,Internal links,Published URL,Notes
2026-10-02,Brief written,7 cold email templates that get replies,Blog,Sales,cold email templates,Commercial,1800,,,,,Book a call,/blog/cold-email-mistakes,,
2026-10-09,Idea,Why your homepage loses leads in 5 seconds,Blog,UX,homepage conversion,Informational,1400,,,,,Free audit,,,
2026-10-16,Idea,Case study: 3x demo requests after a rebrand,Case study,Proof,,Commercial,1000,,,,,Book a call,,,
2026-10-23,Idea,Packaging mistakes that kill shelf appeal,Blog,Packaging,packaging design mistakes,Informational,1600,,,,,See our work,,,