If you’re running content for a B2B SaaS company, you already know the basics: content briefs are non-negotiable. Without them, you get off-topic posts, annoyed writers, and wasted money. But a lot of SaaS marketers still wing it or drown in “best practices” that sound good but don’t really help. This guide is for folks who want to use Frase to make content briefs that are clear, practical, and actually get results—without spending all day fiddling with AI tools or templates.
Let’s skip the fluff. Here’s how to build a content brief in Frase that your writers (and your SEO rankings) will thank you for.
Why Use Frase for B2B SaaS Content Briefs?
Before we get into the steps, a quick reality check. Frase isn’t magic. It won’t write high-converting SaaS content for you. But it does make it faster to research competitors, find gaps, and organize your thoughts—especially if you’re tired of a million open tabs or generic Google Docs.
Frase works best if you’re willing to spend a little time up front thinking about your audience and product. If you expect a “push button, get perfect brief” experience, you’ll be disappointed. But if you want to guide writers with clear, specific instructions, it’s a solid tool.
Step 1: Define Your Goal and Audience (Don’t Skip This)
Most bad briefs start by jumping straight to keywords or competitor lists. Don’t do that. Start with the basics:
- What’s the goal of this content?
- Do you want signups, demo requests, backlinks, or just awareness?
- Be honest—“rank #1 for X” is not a real goal. “Get 10 demo requests a month from this post” is.
- Who are you actually writing for?
- Not “decision makers in tech.” Are they CTOs at Series B startups? Product managers at enterprise firms? Name them.
- What do they already know? What don’t they know?
- What’s your product’s angle?
- Why should someone care about your SaaS tool, right here, right now?
Pro tip: Write this stuff in plain English at the top of your brief. One small paragraph each. No jargon. If you can’t explain it in five sentences, you’re not ready to brief a writer.
Step 2: Start a New Document in Frase
- Log into Frase and click “New Document.”
- Enter your main target keyword or topic (be specific—“B2B SaaS onboarding checklist,” not just “SaaS onboarding”).
- Choose “Content Brief” as your workflow (not “Content Optimization” unless you’re updating an existing post).
What works: Frase pulls in the top 20–30 Google results for your keyword. This saves time versus hunting for competitors manually.
What to ignore: Don’t copy-paste the auto-generated outline Frase spits out. Most of it is generic or too broad for SaaS. Use it as a starting point, not the final product.
Step 3: Analyze the Competition (But Don’t Parrot Them)
Frase will show you a list of competitor articles, their headings, and word counts. Here’s how to use that data without becoming a copycat:
- Scan the top 5–10 results. Open a few in new tabs. Don’t just trust Frase’s summaries.
- Look for patterns. Are they all fluff? Are they missing specific examples, data, or product screenshots? That’s your opportunity.
- Spot gaps. If nobody talks about integrations, pricing models, or real implementation hurdles, flag those for your writer.
- Jot down what not to do. If every post is a 2,000-word snoozefest, maybe your brief should call for a tighter, punchier format.
Pro tip: Paste a few of your competitor’s best subheadings into your brief, but rewrite them to fit your angle. Don’t just copy. Google (and your readers) can tell.
Step 4: Build the Brief’s Core Sections
Here’s the meat of your content brief. Frase can help automate some of this, but you need to make judgment calls.
a) Outline
- Start with a simple H2/H3 structure.
- List the key points each section should cover.
- Call out any must-have details (e.g., “Include a comparison table of onboarding tools”).
- If you want, use Frase’s “Outline” suggestions as a loose template—but delete anything that’s off-topic or repetitive.
b) SEO Requirements
- Primary keyword: List it. Don’t overdo it (“keyword stuffing” is still a thing).
- Related keywords: Pull 3–5 from Frase’s “Related Questions” or “Topics” panel that actually make sense for your audience.
- Meta title and description: Draft a quick version. Frase can suggest these, but you’ll need to tweak for clarity and accuracy.
- Word count range: Use Frase’s averages as a guide, but adjust up/down if your SaaS content needs more substance or can say it faster.
c) Target Audience and Tone
- Specify who this post is for (and who it’s not for).
- Note any voice or style requirements (e.g., “No salesy hype. Speak to senior engineers, not entry-level marketers.”)
d) Must-Have Elements
- Internal links to your product pages, case studies, or other relevant posts.
- External links to credible sources (but not direct competitors).
- Product screenshots, diagrams, or data if relevant. Spell out what you want—don’t assume writers know.
What to skip: Most writers ignore lists of 20+ “LSI keywords” or a dozen “semantic topics.” Give them 3–5 max. Focus on intent, not word clouds.
Step 5: Add Research and Key Resources
If you want good SaaS content, you need to arm your writers with more than a keyword list.
- Paste in key stats, industry reports, or customer quotes.
- Link to relevant docs, product tours, or videos.
- Summarize any unique insights from your sales or support teams.
You don’t need a research novel—just enough to point the writer in the right direction. This is where Frase’s “Citations” or “Related Questions” panels can help, but always check the sources for accuracy.
Step 6: Finalize and Share the Brief
- Give the brief a once-over. Delete anything redundant, vague, or copied from competitor posts.
- Add a clear call to action for the writer. (“By the end, readers should know why our onboarding tool saves them 10+ hours a month.”)
- Share via Frase’s “Share” button or export as a Google Doc. Make sure your formatting holds up—Frase exports can get wonky, so double-check.
Pro tip: If you work with a roster of writers, create a simple template in Frase so you’re not reinventing the wheel every time. Just don’t let the template become a crutch—each brief should be tailored to the topic.
What Actually Matters (And What Doesn’t)
What works: - Clear, specific outlines focused on your audience’s real problems. - A few well-chosen keywords and questions. - Actionable research, not just AI-generated summaries.
What doesn’t: - Overloading briefs with every topic Frase suggests. - Relying on AI to know your product or users better than you do. - Treating the brief as a formality instead of a working document.
Writers aren’t mind readers. The brief is your shot to make sure they hit the mark without endless revisions.
Keep It Simple—And Keep Iterating
You don’t need a 10-page brief or a perfect template. The best content briefs are clear, honest, and ruthlessly focused on what matters to your audience. Start simple, use Frase to speed up the grunt work, and tweak your briefs as you see what actually gets results.
You’ll save everyone time—and get SaaS content that doesn’t sound like it was written by a robot.