Start with a business problem
“We need more content” describes an activity. A useful brief describes the problem that activity should solve. Perhaps qualified prospects do not understand your offer, or visitors reach a product page without enough information to make a decision. Write that problem in one sentence before listing deliverables.
Choose the audience
Be specific about who the campaign is for, what they already know and what they need to understand next. A returning customer and someone discovering the category for the first time often need different messages.
Make the offer clear
Explain what you are asking people to consider and why it is relevant. Include the practical details your team will need: scope, availability, price where appropriate, and any limits on the offer. Unanswered questions in the brief usually become revisions later.
Define one useful next step
Decide whether the campaign should lead to a purchase, enquiry, demonstration request or another action. The message, landing page and follow-up process should make that step understandable.
Agree on evidence and ownership
Choose the measures that will help you evaluate the campaign, and identify who approves factual claims, creative and budget. A brief does not remove uncertainty; it gives the team a shared way to make decisions when new information arrives.