Content Briefs

The angle, structure and entities for each piece, written so a competent writer needs no further instruction.

Where This Sits

Components in the finished document

Measured directly, not asserted

Pieces that carry my judgment

This is a Specification and build deliverable, which means it specifies a change precisely enough to build. It is the unit of scope: it can be commissioned on its own, priced on its own, and accepted on its own, whether or not anything else is bought alongside it.

It is not a package and not a retainer. It is one document with 5 components, and the list below is the whole of it.

What Is Inside It

Every component is listed with the one sentence that says what it is. They are grouped by how each one is produced, because the difference between a number a tool gave me and a number I decided matters more than most reports admit.

Measured

Pulled straight from tools and logs. No interpretation, so you can re-run any of it yourself and get the same numbers.

Intent classification table: The query set labelled by intent, with the page type each intent requires.
Answer block inventory: Passages on the site that already function as a direct answer, and where they sit.

Judged

My reading of the evidence. This is the part you are actually paying for, and the part you are entitled to argue with.

Content brief: The angle, structure, entities to cover and question being answered, for one piece.
Keyword to URL map: Every target query assigned to the single page meant to answer it.
Entity map, target state: The entities the site should describe and how they should connect, as a specification to build against.