Most weak articles were weak at brief stage. If the brief cannot say what the current top results get wrong, the writer has nothing to beat.
## What the brief must answer
The query and its variants. Who is searching and what they are trying to finish. What the current results already do well, and where they are vague, out of date or generic. What proprietary evidence you can add: your data, your case work, your operating detail.
## How to use it
Fill it in before commissioning, and refuse to commission without the gap and the evidence sections completed. Review the draft against the brief, not against taste. Keep the completed briefs — after a quarter they become the most honest record of why anything ranked.
Where this applies
- SEO
- Content Marketing
Work with Juno Park
This resource comes from the work Juno Park does. See what they offer, the results they can evidence, and how to start a conversation.
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