Content & Social
Brief
A structured brief for in-house content and social teams. Five titles, answered in order: Overview, Objective, Audience, Deliverables, and Timeline & Risks.
How to use this template
- Work through the five titles in order. Complete each one before moving on.
- Answer the core questions in full sentences. Write what you know, and flag what is still unknown.
- The prompts to pressure-test under each title are optional. Use them to add detail where it helps.
- Fill in the space provided, or copy the questions into your own document.
Brief details
What are you hoping to achieve?
In a sentence or two. The five titles below unpack it.
What content is being created, what it supports, and why it is needed now.
Prompts to pressure-test
- Is this content part of a wider campaign or ongoing programme?
- Is there any existing content this needs to align with or build on?
What the content must deliver, the response it drives, and what will be true once it is live.
Prompts to pressure-test
- How will success be recognised internally?
- Are there any brand or commercial priorities this content must support?
Who the content is for, where they meet it, and what you already know about them.
Prompts to pressure-test
- Are there multiple audiences, markets or segments involved?
- Are there any sensitivities, cultural or regulatory considerations to account for?
What outputs are required, where they are published, and the structures they must fit.
Prompts to pressure-test
- Does this content need to adapt across platforms, formats or markets?
- Are there any elements that are explicitly out of scope?
When it goes live, what it depends on, and what could stop it landing as intended.
Prompts to pressure-test
- What is the biggest risk to this content landing as intended?
- If timing tightens, where is there flexibility in volume or rollout?
This template shapes the brief. It cannot score it.
A structure gets the right questions asked. It does not tell you whether the answers hold up. iQ reads the completed brief, scores its clarity, and flags what is still missing or unclear. Weak briefs are caught here, not three weeks into delivery.