How to brief a content marketing agency in the UK

What to take away

A brief names one commercial outcome, the audience and the decision the reader should take.
UK briefs identify the CAP Code or BCAP Code where applicable, UK GDPR and PECR obligations, and who owns the finished work.
Set the budget range and approval route before a writer starts, not after.
Ask for a sample deliverable and a measurement plan that fits your analytics.
Keep the core brief to two pages, with a reusable one-page template attached.

Write the outcome before the deliverable list

When briefing a content marketing agency, start with the decision you want a reader to take, not a list of formats. “Request a quote” is a decision. “Four blog posts” is only a format.

Brief the buyer, not the industry. Name the job title, the trigger event and the objection that stalls them. Then say what they already read and trust.

Formats follow from that. If your buyer researches on LinkedIn and buys after a call, the brief should say so, because it changes the channel mix.

If you are still shortlisting suppliers, the questions to ask before signing cover the checks a pitch deck tends to skip.

Before signing, ask:

What deliverables, revisions and distribution are included, and what is charged separately?
Who will do the work, research it and fact-check claims?
How will success be measured, and what access or data will the agency need?
Who owns the copy, images and templates, and will any copyright assignment be in writing?
How will the agency handle personal data and comply with UK GDPR and PECR?
What are the payment, notice and termination terms, and what happens if the scope changes?

Build the brief from a one-page template

Paste these headings into a document and answer each one in a sentence or two. Anything you cannot answer is a question for your own team, not for the agency.

Commercial outcome and desired reader decision
Target audience, trigger event and main objection
Audience needs, existing trusted sources and key messages
Deliverables, channels and distribution
Evidence, sources and claims that need checking
UK compliance, data use and consent requirements
Budget range, timings and measurement plan
Approvals, access, ownership and rights

One-page brief headings

Outcomebusiness result this quarter
Audiencetitle, trigger, objection
Messageone evidenced claim
Formatpiece and word count
Languageterms used and banned
Compliancerules and sign-off
Measurementmetric, baseline, review date
Logisticsbudget, approver, storage

A one-page version beats a twenty-page deck. Agencies price the work they can see, so vague briefs often return as higher estimates or longer timelines.

State the UK rules the work must follow

Any advertorial or paid content needs a named checker. The Advertising Standards Authority administers the CAP Code for non-broadcast marketing communications and the BCAP Code for broadcast advertising; cite the relevant code and say who approves claims before publication.

Who checks what, and when

Is it advertorial or paid content?

Yes

name a checker before publication

confirm no ASA recognition rules apply

For email, SMS or bought lists, set out the lawful basis under UK GDPR and check the relevant consent requirements under PECR (the Privacy and Electronic Communications (EC Directive) Regulations 2003). Follow the ICO's direct marketing guidance, keep evidence of consent where required, and check whether your organisation must pay the ICO data protection fee and appear on its register of fee payers.

Ownership is part of the brief, not an afterthought. Decide whether your business or the agency holds copyright in copy, images and templates. Under section 90(3) of the Copyright, Designs and Patents Act 1988, a copyright assignment must be in writing and signed by or on behalf of the assignor, so put the agreed transfer in the contract.

Say who checks facts, figures and legal claims, and when that check happens.

Agree approvals, access and the review rhythm

Name one approver and a backup. A brief that lists five reviewers will stall in week two, and the agency may bill for the waiting time.

Give read access to analytics and the CRM from the start. An agency that cannot see past performance tends to repeat your weakest content.

Book a short review every month with the same people. Regular 30-minute sessions catch drift faster than a quarterly report, and they surface blocked work early.

Sort the commercial paperwork before kick-off. Agency contract terms such as kill fees, exclusivity and IP assignment decide what happens if the work changes direction.

Ask for one sample deliverable before the contract starts. A single article or outline shows how the agency handles research, tone and structure, and it costs far less than a full rebrief later.

Common questions

How long should a content agency brief be?

Two pages covers most projects. Attach the one-page template, your brand guidelines and two or three example pieces, and keep the working version under version control.

Who should write the brief?

Usually the person who owns the commercial target, with input from sales and whoever signs off compliance. A coordinator can draft it, but the outcome must come from the budget holder.

What should the brief say about budget?

Give a range rather than a single figure, and say what it must cover. Strategy, production and distribution are three separate costs, so ask for a breakdown by deliverable.

Should the brief name competitor examples?

Yes, two or three, with a note on what works about each. Avoid asking for a copy of a competitor's page. Describe your reader and the message instead.