Content type

(For example: blog, article, case study, white paper.)


Content purpose

(What are you trying to communicate with this piece? And what are you trying to achieve within the wider campaign?)


Target audience

(Think: demographics, pain points, and aspirations.)


Working title

(Summarise the focus for the piece.)


Keyword considerations

(Is there a specific longtail keyword you want to target? Or does it support your broader SEO strategy?)


Messages

(What is the key takeaway? And what are the important supporting messages?)


Supporting resources

(Include links to templates, brand guidelines, useful information on your website – or useful content you’ve seen on external sites)


Call-to-action

(For example, directing towards a landing page, case study, white paper, assessment, demo, webinar registration.)


Deadline

(Is the deadline hard/soft?)


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