Writing Content Briefs for Marketplace Placements
How to brief publishers on topic, target page, anchor, and disclosure.
A content brief tells the publisher what the placement should cover, the target page, the anchor guidance, and the disclosure requirement. A clear brief prevents misunderstandings and ensures the placement meets the campaign's goals. This guide covers how to write content briefs for marketplace placements. See The Backlink Marketplace Buyer's Guide for the full process.
What to include in a brief
| Element | Description |
|---|---|
| Topic | What the placement should cover |
| Target page | The URL the placement should link to |
| Anchor guidance | Suggested anchor text (descriptive, not exact-match) |
| Disclosure | The required disclosure label and link attribute |
| Tone and style | Match the publisher's editorial style |
| Length | Expected word count or range |
Anchor text guidance
Use descriptive, varied anchor text — not repeated exact-match keywords. The anchor should accurately describe the target page and fit naturally in the content. Avoid 'click here' and avoid stuffing keywords.
Primary sources
- Qualify outbound links — Google Search Central (accessed 2025-01-15)