If you've ever asked a writer to "just write a blog post on X" and been disappointed, this guide is for you. B2B content doesn't write itself, and tossing a vague idea over the fence leads to a lot of wasted time. A solid content brief solves that. If you're using Letterdrop to manage your B2B content, here's a no-nonsense, step-by-step process to get briefs that actually move campaigns forward—without overcomplicating things.
Why Content Briefs Matter (And Why Most Suck)
Content briefs are supposed to bridge the gap between marketing strategy and what your writers actually deliver. In reality, most briefs are either: - Wall-to-wall fluff that no one reads - So thin they’re useless - Crammed with SEO checklists that forget about the reader
The sweet spot? A brief that’s clear, specific, and gives your writer what they need—without trying to script every sentence. Letterdrop helps with the logistics, but you still need to know what to put in.
Let’s walk through exactly how to do it.
Step 1: Get Clear on Your Campaign Goals
Don’t start with keywords. Start with the “why.” Before you even open Letterdrop, ask:
- What’s the core goal? (Lead gen, product education, sales enablement…)
- Who’s the real audience? (Not “decision-makers”—be specific)
- How does this piece fit into your funnel or sequence?
Pro tip: Write these answers in plain English. If you can’t explain the campaign’s point in one or two sentences, neither can your writer.
Step 2: Create a New Brief in Letterdrop
Log into Letterdrop and head to your campaign dashboard. Find the “Content Brief” or “Create Brief” button (they sometimes tweak the UI, but it’s easy to spot).
You’ll usually be prompted to: - Name your brief (make it specific, e.g. “How SaaS CFOs Use Usage-Based Pricing—Explainer”) - Assign it to a campaign or topic cluster (don’t skip this; it keeps things organized) - Pick a content type (blog, case study, landing page, etc.)
What matters here: Tie every brief to a real campaign objective, not just “we need more blogs.”
Step 3: Fill Out the Core Sections (Don’t Overdo It)
Letterdrop gives you a template with typical fields like: - Target audience - Topic or working title - Objective - Key messages - SEO details - References and inspiration - Outline (optional but recommended) - Notes
Here’s what to actually put in each—skip the filler.
Target Audience
Be brutally specific. “Mid-market SaaS CFOs in the US, skeptical of vendor hype, care about ROI and integrations.” Not just “finance leaders.”
Topic or Working Title
Don’t get precious. Give a clear, descriptive working title. If you have a keyword, include it, but don’t make the whole brief about SEO.
Objective
What should the reader know, feel, or do after reading? “Understand why usage-based pricing isn’t risky if you do X and Y—so they’ll consider our solution.”
Key Messages
Bullet points, not paragraphs. Three to five key ideas. These are the “must-haves” for the piece.
SEO Details
Here’s where most folks go off the rails. Use SEO fields for: - Target keyword(s): One or two main terms, tops. - Related questions: Only if they’re actually relevant. - Internal links: Pages you want referenced.
Ignore: Keyword stuffing, “semantic variants,” or 50 tags. Google’s smarter than that.
References and Inspiration
Drop in links to: - Your own past content (good and bad) - Competitor pieces (with notes on what to beat or avoid) - Any stats or studies to anchor the piece
Outline
If you have a strong POV on structure, sketch it out. Otherwise, let your writer bring ideas to the table.
Notes
Anything weird or context-specific? Drop it here. (Example: “Legal sign-off needed,” or “Avoid mentioning X competitor.”)
Step 4: Assign the Right Writer (and Context)
Even the best brief falls flat if the writer isn’t a fit. In Letterdrop, you can assign briefs to in-house or freelance writers. Before you hit “assign,” make sure:
- The writer actually understands your industry (don’t give technical SaaS topics to a generalist)
- They have access to your brand guidelines and any supporting docs
Pro tip: If it’s a new writer, include a quick Loom or screenshot walkthrough of the brief. Saves a round of back-and-forth.
Step 5: Communicate Expectations Up Front
Letterdrop lets you add comments or chat in the brief itself. Use this—don’t rely on emails.
Clarify things like: - Deadlines (with buffer, not “ASAP”) - Tone and style (with real examples, not just “conversational”) - What a great outcome looks like (link to a post you love)
And be clear about what not to do. (“Don’t pitch us as the hero; focus on practical advice.”)
Step 6: Use Letterdrop’s Collaboration Features—But Don’t Micromanage
You can add reviewers, set approval steps, and track changes in Letterdrop. This is helpful, but don’t turn every brief into a group project.
What works: - Assign a single owner for feedback - Use inline comments for questions and clarifications - Resolve feedback quickly—don’t let comments linger for a week
What doesn’t: - Letting every stakeholder “weigh in”—this just slows things down - Endless rounds of micro-edits
Remember: The brief should help your writer do better work, not turn them into a paint-by-numbers robot.
Step 7: Review and Iterate—But Ship It
Once the draft comes in, use the brief as your “contract.” Did the piece hit the key points? Did it reach the right audience? If not, give specific feedback tied to the brief.
Don’t be afraid to update your template if you spot patterns—maybe your briefs are missing technical context, or the SEO guidance is too heavy-handed. Tweak as you go.
But don’t wait for “perfect” before publishing. Good content shipped is always better than perfect content stuck in review hell.
What To Skip (And What To Ignore)
A few things you don’t need in your Letterdrop briefs:
- Buzzword overload: “Synergies,” “thought leadership,” or anything that sounds like a whiteboard session gone wrong.
- Massive competitor grids: Writers need to know what to beat, not every feature on the market.
- One-size-fits-all templates: Every campaign is different—your briefs should be, too.
- Automated “AI brief generators”: These might help with outlines, but rarely nail the nuance you need for B2B.
Focus on what actually helps your writer do great work—clarity, specifics, and real context.
Wrapping Up: Keep It Simple, Iterate, and Don’t Overthink It
Content briefs are supposed to make life easier for you and your writers—not harder. With Letterdrop, you’ve got the tools to organize and track briefs, but the magic’s in what you put into them. Start with clear goals, stay specific, skip the fluff, and adjust as you learn what works for your team. That’s how you get B2B content that actually delivers—without the headaches.