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Hi Fio. Thank you for the post and for sharing your template! To be honest, I try most of the time to start from this type of template but I always tend to quickly go in another direction. I believed it was due to a lack of research, that I was starting to write too early in the process. But even though I research a lot the topic I always end going into another direction.

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Hey Valentin, I find there is a difference between this brief (which gives you a top-level sense of WHAT needs to happen and WHY) and an outline (which gives you an in-depth look at HOW you need to make it happen).

I tend to follow this process: research → brief → (tentative) outline → actual writing... in which a good two/thirds of the outline gets scrambled and shuffled around, because I too like to go in different directions 😉

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Thanks for sharing your content brief, Fio! I loved the insights in the 'Brand' section.

I have a quick question: How would you recommend approaching SMEs within one's company to solicit expert opinions, especially if they believe AI-generated content with less editing is enough?" I care about creating content that adds unique value. I believe that every content should exist because the source has something to say, not just because it has to say something to redirect some traffic.

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Oct 7, 2023·edited Oct 7, 2023Author

@mark I can see the temptation behind "AI-generated is enough," especially when folks are just looking at outputs and quantity in isolation. But I think of it this way: if everybody is using AI-generated content, then nobody has an advantage over anyone else, because everything looks the same; if you removed the page header and company logo, would the piece of content be *recognisably* yours or could it be literally anyone's?

Every company has at least four things that can differentiate it: its customers, its product, its internal experts, and the brand as a whole. Internal SMEs are easy to reach and leverage—they're only an email or a Slack message away!

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