When it comes to creative projects, you’ll likely need all hands on deck with designers, copywriters, marketing and/or PR pros and more to orchestrate a successful launch. As should be expected, projects can quickly spiral with so many parties involve, especially if there is a lack of communication. One remedy for this is a creative brief, but how you approach a creative brief could make or break your project.
In this #ContentChat, we discuss cases where creative briefs are needed, what you should include, and other ways to troubleshoot the process and ensure a successful launch.
Q1: What are some drawbacks to using creative briefs? And what are situations wherein you wouldn’t use them?
Creative briefs can feel time intensive and rigid.
A1a: I remember being on the client side and feeling like the creative brief was unnecessary because so much of what we did as a brand was thoroughly documented and rigid. #ContentChat
— Erika Heald | Content Strategy (@SFerika) February 11, 2019
A1: for a long time I thought they were too rigid. They forced me to be too thoughtful about the topic. I was moving too fast to appreciate them. #ContentChat
— Maureen Jann (@SuperDeluxeMo) February 11, 2019
When people don’t see the value in creative briefs (or don’t understand what they are), they are more hesitant or refuse to fill them out. This causes delays and could require a different, less versed person to fill out the form, potentially sacrificing the end result of the project.
A1: I personally would have a hard time getting subject matter experts who request content to fill them out. I’d have to create them myself or have the manager of that client do so. #contentchat https://t.co/ZbI1886Fvs
— Jen Brass Jenkins (@chrliechaz) February 11, 2019
So it’s interesting that you say that. I actually do the filling out, not my clients for that EXACT reason. It’s much easier and it fulfills my control freak tendency. #contentchat
— Maureen Jann (@SuperDeluxeMo) February 11, 2019
For sure. I can translate an email the client has sent into a content brief as well and send it back as a summary. That helps them see what I’m doing from my viewpoint. #ContentChat
— Jen Brass Jenkins (@chrliechaz) February 11, 2019
A1: It’s amazing when not one SME has time to help you fill one out, but once it goes out for review, they are all there to say what’s missing. And usually CC the world. #ContentChat pic.twitter.com/gX1t3A4NPn
— Shawn Paul Wood (@ShawnPaulWood) February 11, 2019
A1: One of the biggest drawbacks of using a content brief is that not everyone, especially clients, know what it is. Another drawback is achieving laser focus on a single-minded idea or vision. #ContentChat
— Wayne Hendry (@ideakid88) February 11, 2019
Brevity is key, but often difficult to attain.
It’s very easy to end up with too much detail and over explanation (no one is going to read a 12-page creative brief!) #contentchat https://t.co/F37D7ONSQC
— Jennifer L. Dawson (@JLDContentQueen) February 11, 2019
A1: Marketing plans need to be comprehensive but you need to pull out the critical data for them to be used effectively. “Brief” is the operative term, give content marketers the info from the overall strategy development they need to contribute to its success. #contentchat
— Derek Pillie (@derekpillie) February 11, 2019
Depending on the scale of your project or familiarity of the team, the brief may not be worth the time investment.
A1b: Also, it can feel like it’s a waste of time to fill in a 2-page creative brief format, for example, for one-time use short copy, or for a recurring project. #ContentChat
— Erika Heald | Content Strategy (@SFerika) February 11, 2019
A1: In general, we used them for any project in which we needed elements for copy and creative – tied into a larger campaign or stand alone. For smaller one-offs or pick up creative, we wouldn’t be as dependent on them when we already knew the “what & how” #ContentChat
— Bernie Fussenegger ✌️the7️⃣ (@B2the7) February 11, 2019
A1. Depends on the scope & impact/cost of missing the mark. Big, complex project involving writer, designer, developer, etc. (not to mention client stakeholders) benefits from clear expectations agreed to in brief. Simple blog post? Maybe not worth it. #contentchat https://t.co/PRy5wAwBCP
— Carmen Hill (@carmenhill) February 11, 2019
A1] Use of creative briefs depends on your needs & familiarity with your team, agency & freelancers. One key benefit is to get everyone on the same page and state deliverables & deadlines #contentchat
— HeidiCohen (@heidicohen) February 11, 2019