Goal

Equip marketers with a clear, structured approach to writing content and creative briefs that translate bowtie journey–driven campaign strategy into actionable, high-impact assets - ensuring each deliverable speaks to the right audience, at the right stage, with the right message.

What you will learn

• Write clear, actionable content and creative briefs that align with campaign objectives
• Incorporate buyer journey stages, campaign types, and customised messaging into briefs
• Understand the difference between a content brief and a creative brief
• Provide the right level of detail to guide execution without stifling creativity
• Use templates effectively to streamline briefing while maintaining quality

Lesson Walkthrough

Additional Resources

Lesson 4: Slides - Writing Content & Creative Briefs

Lesson 4: Learning Guide

Content Brief Template

Creative Brief Template