How to build content briefs around audience situations

Keyword research can help you understand what people search for, but it doesn’t tell you why they’re searching or what they need next. Better content briefs start with the situations your audience finds themselves in, then use those situations to shape what you create and how you measure success. When keywords become the brief Briefing keywords alone is one of the reasons we have a slew of 300-word articles written somewhere between 2015-2018 that we’re now responsible for cleaning up. It’s why every accountant in the U.S. has an FAQ answering “what’s the fiscal year?” on their website somewhere. We wanted to chase the perceived volume of…

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