The editorial decision

Begin an editorial brief with the situation the reader is in. What are they trying to decide, what do they already know, and what would help them act with more confidence? Define the question narrowly enough that the article can answer it. Add the evidence, example or tool required to make the answer useful. Keywords can help describe the topic, but they should not replace the underlying purpose.

A working method

Specify what the article will not cover so the writer avoids drifting into unsupported claims. Identify the appropriate next step and any specialist review needed. Before publication, ask a reviewer to state the decision the article supports and point to the section that resolves it. If the answer is vague, revise the brief or the draft. Over time, compare briefs with reader questions and qualified enquiries to learn which problems the publication is genuinely helping people solve.

Imagine this

Hypothetical example

A broad brief about “the future of networking” becomes a focused guide to choosing which documents belong on a public profile. The new brief requests an audience map, a hypothetical example and an access checklist. The finished article gives readers a concrete action they can complete immediately.

Make it practical.

Use this checklist as you read. Checks are not stored.

References & further reading

Further reading: Google people-first content guidance ↗

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