Guide to Fleshing Out a Concept

Guide to Fleshing Out a Concept
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If everyone could suddenly mind-read, the content biz would surely fizzle in a sec. Until then, brands and marketers still have to master the art of conveying their needs to creative talent. So developing concepts is a must. Follow the basic outline below, and you’ll be off to a good start.

Fore tips on making your concepts deliver what you want, read Danielle Antosz’s post on How to Flesh Out a Concept to Get a Stellar Piece of Content Back.

Elements of a Concept:

Content Type: What type of content do you want created — a blog post? White paper? Press release? Product description? Let your writer know.

Target Audience: Define who you want to read the piece of content, including age, gender, interests, job title, reading level, income, goals and challenges.

Goal: What’s the purpose of the content? The takeaway? What do you want readers to do when they’re done?

Publishing Location: A URL is ideal, but at least describe the site.

Due Date: No need to explain this one.

Style & Tone: The personality and mood of the piece — e.g., funny, formal, practical, sincere, silly, sarcastic.

Word Count: Minimum and maximum word count.

Formatting Requirements: H2s or H3s? Include internal links? What size should images be?

Detailed Outline: Provide the writer with the points you want covered, including keywords.

Contact Names & Info: Make it easy for writers to get their questions answered quickly.

Links to Important Documents: Link to any reference URLs, separate contributor guidelines, the company style guide and favorite content/sources of inspiration.

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About the author

Justin McKinley

Justin McKinley is the Head of Content at ClearVoice. He has led national editorial teams, online and offline campaigns, and influencer partnerships at Fortune 100 companies, including TimeWarner and AT&T. Follow him on LinkedIn.