How To Write A Publisher Brief
A publisher brief—for lingo purposes—is a brief made exclusively for brands looking to publish content. Here's how to write one for your creative team.
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Brief, Don't Control
The best creative occurs when there's no micromanagement. Give an overview of the project/brand and the basics and specifics of an assignment. Then let the creative shine.
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Overview: Specify the Target Audience
Consider who the target audience is and what they want (out of their content). For example, if you have two series about travel for you blog and one is for locals and one is for tourists.
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Overview: Give Goals
Creative is there to achieve those goals: tell them exactly what you want. If you want a bigger social following, Creative can use that information to make their work Facebook-friendly.
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Overview: Remind them of the Brand
Stealing a page from creative briefs, include a little blurb reminding the creatives of the brand can go a long way to ensuring that the creative is “on brand.”
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Assignment: Deadlines
The world runs on deadlines. Make very clear deadlines for drafts and final drafts. You can also create a timeline for when other pieces are posted (if you want to cross-promote).
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Assignment: Style Guide
Every publisher has a style guide. A brand becoming a publisher needs one too. [Refer here to choose a style guide](http://http//blog.quiet.ly/tips/choosing-a-style-guide/) and make sure to include links/the style guide in the brief for consistency.
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Assignment: Clarify the Tone
Tone is often confused with a writer's voice, but it's actually the author's attitude towards the subject matter [(more on that here)](http://http//blog.quiet.ly/community/adopting-style-tone-of-a-publication/). Is the tone supposed to be irreverent? Or formal?
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Assignment: Detailing Media
Just like artwork, detail whether the assignment has multimedia elements. If there's video, graphics and copy, specify it. Artwork can take a LOT longer to create than copy.
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Specify: Length and Other Instructions
Is it 3,000 words or 300 words? Are you supposed to optimize this word for SEO or that word? Include a special section with directions that breaks down the assignment at hand.
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Consider Adding: Competitve Analysis
Including competitive analysis/what-the-competitors-are-up-to can show great positive/negative examples of content marketing. It also ensures you aren't regurging your competitor's work.
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Consider Adding: What's Off Limits
Here's a section where you can absolutely dictate what creative(s) cannot do. For example, using profanity, pornography, etc.
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Consider Adding: Contact Sheet
Who to contact and for what. This will save you from a lot of unnecessary emails asking to connect with so-and-so.
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Consider Adding: Resource Guide
A handy document or link can answer a lot of questions. Include the style guide, branding, competitive analysis, existing source materials and legal documents (especially if they are using media).
