Thread by @chimammeje

I've created 63 content briefs in 2022. The biggest dilemmas I face when creating them include:

What to cover as subheadings?

What goes in H2 and H3?

Should I add an FAQ?

When do we need video or infographics?

Where is the gap and how do we make this content stand out?

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1. Deciding what to cover as a subheading

Look through the top 15 content pieces on SERP. What are the recurring questions everyone is answering? That's usually a good idea of what to cover as subheadings.

I prioritize subheadings that offer an opportunity to discuss the client's use case or those I think are the biggest problems and flow down from there.

2. What goes in H2, H3, or H4?

I look at the secondary keywords, especially those with high search volume, and figure out how to include them as h2 subheadings.

H3 and h4 subheadings usually derive from the H2.
Think of it like a mini topic and use the H3s to really dig into the question or problem and answer in detail.

3. Should I add an FAQ section?

Generally, I tend to avoid using an FAQ section, except when it’s a pillar page and there’s so much I want to cover. A good rule of thumb is to ask:

Are competitors using an FAQ section? Or would it be better to answer the FAQ questions in the main body of the text as an h3?

Usually, the latter question is the right answer. You can still use FAQ schema to optimize the content when your H2s and H3s are in a question format

4. When do we need video or infographics?

Semrush keyword research tool does a great job of providing SERP information, telling you what sort of properties are ranking, what format your content needs to be and the asset you’ll need to rank.

I look to the SERP to tell me what to do. If video is ranking, I’ll create one. If competitors have infographics, I’ll create one.

5. Where is the gap and how do we make this content stand out?

This is where critical thinking is a massive asset.

Based on what you’ve seen on SERP, your understanding of the user, and your empathy for their problems, do you think competitors have done a great job of satisfying search intent?
What information is missing?
Which subheading lacks meat?

Under each H3, add questions you want to answer and follow that structure to ensure you’re covering subheadings like a mini-article. It makes your content more comprehensive than competing content.

#40daysOfContentLessons - Day 23

If you found this useful, there's more information on how to create detailed content briefs (plus a template to work with) when you purchase the 10x topic authority course

zenithcopy.com/topic-cluster-…

If you need help creating content briefs for your content writers, DM me for pricing information.

I do this for marketing agencies and SaaS companies