How to brief a social content plan

A practical starting point for a clearer brief and a more considered project.

Start with the purpose

A content brief is easier to act on when it explains who you want to reach and what you want them to understand or do. Separate the business goal from the list of formats you would like to publish.

Define the content pillars

Group recurring topics into a small set of themes that are relevant to the audience. Balance useful explanations, brand stories and product information rather than making every post a direct sales message.

Plan the approval workflow

Name the person responsible for feedback, agree a review window and keep reference material in one place. A realistic workflow is as important as the calendar itself.

Agree the review questions

Choose a few useful questions for each review: what prompted conversation, which topics were useful and where customers still needed clarification. Use the answers to plan the next cycle.