---
type: Template
title: Content Brief Template
description: The scaffold for a content-lane brief (D58) — audience, message, voice, deliverables, claim sources, and an optional weighted copy rubric. Copy into /planning/prd/ as <id>-content-brief.md and set it as the initiative's prd_path.
tags: [template, content, copywriting, lanes]
timestamp: 2026-07-18
---

# Content Brief Template

**Situating context:** Authored with [D58](/okf/products/pmos/adr/d58-builder-profiles.md) as the
content lane's spec artifact — the contract copy work is drafted and judged against. The
[copywriting skill](/skills/copywriting.skill) instantiates it. A rubric is recommended,
not required (PM call at D58 ratification); the optional section below is the recommended shape.

> Usage: replace every `<…>` placeholder. An empty audience or an unsourced claim list means the
> brief is not ready. PM approval of this brief is the lane's pre-work contract.

---

```markdown
# Content Brief: <initiative title>

## Identity
- initiative_id: <id>
- type: content
- product_slug: <product_slug>
- pm_slug: <pm_slug>
- parent_KR: <link or health:<id> (D59)> — *"<KR text quoted>"; <why this copy advances it>*   <!-- REQUIRED -->
- status: draft | approved
- date: <YYYY-MM-DD>

## Audience & placement
<!-- WHO reads this, WHERE it appears (page/screen/email), and what they know walking in. One
     line per audience/placement pair; each pair gets its own variant in the draft. -->
- <audience> @ <placement>

## Message
<!-- The ONE thing each audience should take away, and the action it should prompt. -->

## Voice & constraints
<!-- Tone (e.g. plain, technical, playful), banned phrases, length limits, required terms,
     localization notes. Link the product voice guide if one exists in OKF. -->

## Claims & sources
<!-- EVERY factual claim the copy will make, each with its source. Unsourced claims don't ship —
     wrong public claims are incidents, not nits. -->
- <claim> — <source>

## Deliverables
- <artifact + path, e.g. web/landing hero copy, README intro>

## Copy rubric (RECOMMENDED, optional — delete if the PM judges at the gate instead)
| Dimension | Weight |
|---|---:|
| Audience-fit (right register + assumed knowledge per variant) | 0.30 |
| Clarity (message lands in one read; no filler) | 0.30 |
| Voice (constraints above followed, or deviation argued) | 0.15 |
| Claim accuracy (every claim matches its source) | 0.25 |
| **Total** | **1.00** |
pass_threshold: 0.85
```

---

## Authoring checklist

- [ ] `parent_KR` present with quoted text — content is anchored work, never the hatch.
- [ ] Every claim has a source; every audience/placement pair has a planned variant.
- [ ] PM approved the brief before drafting began.