The Creative Brief: An Insurance Policy for Developing Awesome Content
Ever gone grocery shopping on an empty stomach, without a list? Before you know it you’ve chucked healthy choices out the window, grabbed anything that looks good and blown your budget, only to find yourself with a pantry full of cheat day groceries and a guilty conscience.
Think of the creative brief as your shopping list. It provides a framework for your content plan, ensuring the creative team understands your goals and how to authentically represent your brand, voice and messaging. Like a shopping list, the brief describes what you want without dictating how to get there or the exact words to use. Without it, your compelling vision could wind up looking like the Supermarket Sweep of content rather than a coherent, on-point story.
Effective Creative Briefs Articulate Your Brand Attributes With Clarity and Assurance
Healthcare Marketing Network Partner & Managing Editor. Co-host of the #SavvyScribePodcast. I connect healthcare businesses to health writers who create factual, engaging articles for websites. I mentor high performing freelance health writers, helping them focus on growth and making profitable deals. #amwritinghealthcare