What is the brief for?
The brief is not a signup form but the system's standing working context. Every piece of topic research, every article, post and image idea starts from it. That is why it is true that a well-written brief improves content more than any amount of later editing — editing smooths the surface, while the brief decides what the text is about and who it is for.
What it asks, and what is worth answering
| Field | Weak answer | Strong answer |
|---|---|---|
| Audience | "Small businesses." | "Managing directors of 5–20 person accountancy practices who would use content to win clients but have no marketer." |
| Offer | "Accountancy." | "Full-service accountancy at a fixed monthly fee, with a named contact and a 48-hour response time." |
| Communication goal | "More awareness." | "Generate enquiries: every article should end with a concrete next step." |
| Topics | "Professional articles." | "Practical effects of tax changes, company formation, payroll mistakes, preparing for a tax audit." |
| Tone | "Professional." | "Direct, matter-of-fact, explanatory rather than jargon-heavy. Not gushing, not advertising-flavoured." |
| Phrases to avoid | (left empty) | "Never promise tax optimisation, never use the word 'revolutionary', never name a competitor." |
Approval
Read through the generated suggestions
Pagioo proposes parts of the brief from what you supplied and from information gathered about your website. That is a starting point, not a finished result.
Correct whatever is not true of you
The two most common errors are an audience defined too broadly and a misread offer. Always read those two line by line.
Approve it
The approved brief becomes the basis of content production. It is also the first thing the dashboard asks for while it is missing.
Come back to it quarterly
New offer, new audience, new positioning: if the brand changes, the brief should change. Otherwise the system writes about a reality that has moved on.
Can I change the brief later?
Yes, any time. Changes apply from the next generation; content already produced does not change retroactively.
Does each brand have its own brief?
Yes. Every brand has its own brief, its own source material and its own calendar — see Managing several brands.
How long should it take?
15–30 minutes for a first pass, if you prepare the audience and the offer beforehand. Beyond that, the time is best spent on the list of phrases to avoid.
Do I have to give my website?
Not required, but worth it: it lets the system read specifics about your offer, so you type less by hand.