Delegation fails when the brief is thin. "Make a post about X" gets you a post you have to rewrite. A real brief removes every reason for the creator to guess.

Below is one brief structure, used for ten different asset types. Same sixteen fields every time. Your team learns the structure once, then only thinks about the content.

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The test of a good brief. Could someone who wasn't in the meeting make this asset without asking you a single question? If not, a field is missing. Fill it before you hand it over.

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The brief anatomy

Every brief in this section has these sixteen fields.

• Content objective: the one job. Reach, capture, convert, or nurture.
• Target audience: who it's for, by role and company type.
• Audience pain point: the problem it speaks to, in their words.
• Main idea: the single thing you're saying.
• Desired angle: the way in. Problem, outcome, contrarian, proof, story, or breakdown.
• Hook: the actual first line, or three options.
• Key talking points: the three to five beats the asset must hit.
• Supporting proof: the numbers, examples, or results that back it.
• Tone: how it should sound.
• Format: the exact format and length.
• Visual direction: what it looks like.
• Call to action: the one action you want.
• Examples or references: links to match or swipe.
• Deadline: draft due, publish date.
• Owner: who makes it.