A useful topic arises where a person lacks the information for their next decision. A list of popular keywords is not yet a plan for a good blog.

Collect questions from your work

Record recurring difficulties without revealing customers' personal circumstances. Distinguish between preparing for, choosing and carrying out a task. For each topic, write down what the reader will be able to do after reading the article.

Check that the answer stands on its own

If two topics answer the same question in the same way, it is better to merge them. A new article should add a specific approach, example or check. Back up official requirements with sources and do not present assumptions as the company's experience.

How to write an editorial brief for a topic

Specify the reader, their starting situation and the decision the article should help them prepare for. Add facts that need a source and a useful example. Before you start, compare the task with articles already published. If the answer is almost the same, update the existing article or narrow down the new question. Do not write headings just to increase the count. A good brief lets you check the result by its meaning: has the reader received the next step they need, or do they still have to start searching again after reading?

How to check an article before publication

Separate original recommendations, verifiable external information and illustrative scenarios. For legal and changing requirements, check the primary source and whether the wording applies. Do not present an example as a client case study, or automated drafting as review by a fictitious expert. Make sure links open and actually relate to the topic. Usefulness cannot be proven by a word count. A short answer may be enough for a narrow task, while an overview needs to explain connections, limitations and the path to more detailed articles.

What to check

  • Name the reader's task.
  • Check for overlap with existing articles.
  • Prepare a useful example.
  • Add a relevant next step.

Example situation

Instead of five articles on “how to rent a flat”, you can cover the application, the viewing, comparing terms, the handover and getting the internet connected separately.

Next step

A blog becomes a library of solutions when each article answers its own question and links to related topics.

Official information on this topic

Checklists and examples are organisational recommendations. Requirements depend on the procedure, the city and your situation; check them with the relevant office before you act. Please discuss legal and tax questions with an authorised professional.

This article was prepared with the help of AI. The example illustrates the approach and does not describe a client case.