Using a Creative Brief to Add Structure to Your Company Blog

By Paul Lombino

The Importance of Good Structure

The Importance of Sound Structure

The practice of blogging has become an integral part of many marketing communications’ programs.

Companies that publish 16 or more blog posts per month, for example, report almost 3.5 times more traffic than firms publishing 0-4 posts monthly, according to HubSpot. And although 60% of B2B marketers say blog creation is among their top priorities, only 30% admit their organizations are effective at content marketing.

While blogs come in different shapes and sizes, sound structure is always essential to help convey your marketing stories with the right mix of detail and pace. Rather than winging it, consider the advantages of using a creative brief as a blueprint for your blog objectives.

Creative briefs are as diverse as blogs themselves. Here’s one that I created. I use it as a starting point when seeking to generate feedback from clients and to gain buy-in from internal stakeholders. Feel free to add, delete or shift the components to adapt to your own communications needs and editorial-management style.

First ─ Get an Idea

My father, a carpenter by trade, offered me one bit of advice that I think applies here: “Before you do anything, get an idea.” So before you begin hammering nails into your next blog, take some time to complete your creative brief and explore ideas that better serve the needs of your company and customers.

Download Creative Brief Template.


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