Planning · 4 min guide
Write a content brief a writer can actually use.
Define the audience, intent, evidence, and structure before opening a blank document.
Pollen editorial
01 / Define the reader’s task
Describe the reader in one sentence, including what they already know and the decision they are trying to make. Then write the main question the article should answer. This keeps the scope specific enough to be useful.
02 / State the answer and the angle
Draft a provisional answer in two or three sentences. Explain what your article can add: firsthand experience, a worked example, a clearer process, or a well-supported comparison. If you cannot name that contribution, do more research before drafting.
03 / Build an evidence-led outline
Create headings that progress logically from the reader’s question to a useful outcome. For each section, attach sources or explain what evidence the writer needs. Separate verified facts from assumptions that still require checking.
- Include original source links for factual claims.
- List brand terms and claims to avoid.
- Name relevant internal pages to link.
- Specify examples, screenshots, or expert input still needed.
04 / Set the review criteria
Record who will review the article and what they will check. Include factual accuracy, product accuracy, originality, and reader usefulness. Use the content brief template as a starting point, then adapt it to the risk and complexity of the subject.