Content Specification Document

A content specification document is a set of rules for each channel and type of content that both copywriters and developers can use as a blueprint to guide their work. You should work toward the goal of arming a copywriter with the tools necessary to match specifications for each piece of content. Likewise, if you share this document with UX designers, they should have ample resources to create site wireframes and page layouts.

For each content type, define message, audience, and conversion goals. As you can see in this example, specific instructions for each individual content type—in this case a teaser—are included.

When you’ve sketched out guidelines for all content types, you end up with a blueprint that includes:

•A format for every heading, subheading, and paragraph with word counts

•Notes on what pages the content should link to

•Notes on photography and other multimedia content that includes specific brand attributes

•Storyboards for videos, if applicable

•Whether content exists for this page already or not

•Who is responsible for it

While creating this document takes a bit of time on the front end, it simplifies the process for writers, developers, and designers creating new content, because they’ll have a blueprint to work from.

Content Specification Document Template

This document includes specifications for writing the following types of content:

  1. Teaser Content
  2. (Content type 2)
  3. (Content type 3)
  1. Teaser Content

Headline:

o2-3 words including keyword

oExample: Transforming the Mortgage Experience

Teaser Copy:

o10-25 words (1-2 sentences)

oDescribes how our company is transforming a specific vertical or introducing a new benefit. Include related keywords in description.

oExample: If you're a homeowner struggling with your loan payments, you may want to learn about our home loan assistance programs. Bank of America is committed to helping homeowners and is a participant in the national mortgage settlement agreement.

Call to Action:

o3-5 words

oInvite visitor to explore related content.

oInclude hyperlink to landing page

oExample: Learn more about home loan assistance››

Imagery:

oPixel size: 100 x 75

oResolution: High

oImagery should be of the product, if related. If not, it should be of people. Ensure that people featured in website images are diverse; this needs to be visually checked every time a photo of a person is uploaded.

  1. Content Type 2

Headline:

o(Number of words)

oExample:

Teaser Copy:

o(Number of words)

oDescription of content

oExample:

Call to Action:

o(Number of words)

oDescription of content

oInclude hyperlink to landing page

oExample:

Imagery:

oPixel size:

oResolution:

oDescription of imagery content

Content Specifications Document