What is? Content Briefing Template.

With the power of "What is" posts, you can provide valuable information to your audience while also optimising your content for search engine visibility. 

What Is

When you plan your "What is?" content in advance, it will:

tick-icon Improve Organisation
tick-icon Ensure Efficient Resource Allocation.
tick-icon Enhance Consistency.
tick-icon Provide Better SEO Optimisation.
tick-icon Streamline Collaboration.


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Plan and brief your "What is?" posts with this free template.


Have you ever found yourself typing "what is [blank]" into Google? Whether it's weekly, daily, or even hourly, sometimes you just need a quick answer to a burning question. Enter: the "What is" blog post. It's your opportunity to provide concise answers to common queries while also delving deeper into the topic for readers who seek more information.

Writing "What is" posts serves multiple purposes. Firstly, it satisfies the immediate need for information, catering to readers who are seeking quick answers. Additionally, these posts can enhance your visibility on search engines, potentially earning you the coveted Google featured snippet—a prominent box at the top of search results that succinctly answers users' queries.

While the focus is on "What is" posts, it's worth noting that this format extends to "When is," "Who is," and "Why is" blogs as well. The underlying principles and guidelines remain the same, ensuring consistency and effectiveness across various types of informational content.

Whether you're addressing basic queries or diving deep into complex topics, "What is" posts offer a versatile and effective way to engage with your readers.

Frequently Asked Questions (FAQs)

What is a "What is?" content brief?

A "What is" post is a type of blog post that aims to provide a clear and concise answer to a specific question or topic. It serves as a quick reference for readers seeking information on a particular subject.

This content brief is a strategic document that directs the creation of content tailored for blogging purposes. It provides a roadmap for effectively leveraging "What is?" search queries and trending topics to engage with your audience.


How do I create a What is post?

Creating a "What is" post involves the following steps:

  1. Identify a relevant topic or question: Choose a subject that your audience is likely to be interested in or frequently searches for.

  2. Research and gather information: Conduct thorough research to gather all relevant details and insights about the topic.

  3. Craft a clear and concise explanation: Write a well-structured post that clearly defines the topic and provides valuable information to the reader.

  4. Optimise for search engines: Ensure that your post is optimised for search engines by incorporating relevant keywords and meta tags.

  5. Publish and promote: Once your post is ready, publish it on your blog and promote it across your social media channels to reach a wider audience.

Is this really free?


Just sharing some free knowledge that we hope you’ll find useful. Keep us in mind next time you have marketing questions!

Why should I write a "What is" post?

Writing a "What is" post offers several benefits, including:

  • Providing valuable information to your audience
  • Improving your website's visibility and search engine ranking
  • Establishing your expertise in a particular subject area
  • Attracting new readers and potential customers to your blog or website

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How can I customise the "What is" post template for my organisation?

Start by downloading our pre-built "What is" post template and then customise it to fit your organisation's specific needs. You can adjust the formatting, add or remove sections, and tailor the content requirements to align with your brand's style and goals.

Who's this template for?

SEO Specialists
SEO specialists utilise this template to identify target keywords, optimise meta tags, and strategise internal linking for enhanced search engine visibility.

Writers & Editors.
Writers and editors depend on the content brief to grasp the topic, objectives, and structure of the content, ensuring cohesive and engaging narrative flow.

Designers rely on the brief to guide them in creating visual elements such as infographics, videos, and images, aligning the content with appealing and impactful visuals.

Project Managers
Project managers oversee the "What is" post project, ensuring it remains on track, meets deadlines, and aligns with the overall content strategy, facilitating seamless execution and delivery.

Marketing Teams.
Marketing teams are responsible for promoting the "What is" post and integrating it into broader marketing campaigns, leveraging its content to enhance brand visibility and engagement.

Compliance officers ensure that external sources are properly cited, and the content adheres to legal and ethical guidelines, maintaining integrity and trustworthiness in the information provided.


Download the Free "What is?" Briefing Template.

Manage and plan your "What is?" content creation with a handy briefing guide and template.


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