Learn what a great link building brief includes and how to avoid mistakes that delay the process. With examples of good and bad briefs, checklists, and ready-to-use templates.
A brief is the instruction you give the publisher about what your guest post should cover. It's the foundation of the entire collaboration, and a well-written brief can be the difference between a guest post that hits the mark — and one that requires endless revisions, delays, and frustration on both sides.
73% of delays are caused by unclear briefs
2× more revisions with a poor brief
5 min extra now saves hours later
Think of your brief as a detailed order at a restaurant. If you just say "something with chicken", you might get anything from a chicken salad to a whole roast chicken. But if you specify the preparation, the sides, and the presentation, the chef knows exactly what to serve. The same principle applies to your guest post.
A good brief takes 5–10 minutes to write, but saves you hours of revisions and weeks of delays. That time is always well spent.
Whether you're ordering a short brand mention or a full editorial guest post, there are five core pieces of information your brief should always include. Miss even one, and you risk the final result missing the mark entirely.
Give the publisher a short description of what your company does and what your USP is. This helps them weave your link into the article naturally — without it feeling like an advert.
The best way to understand what separates an effective brief from an ineffective one is to compare them side by side. Below are two briefs for the same topic — but with vastly different quality.
Notice that the good brief provides a clear framework without being restrictive. The publisher has enough information to write a relevant article, while still having the freedom to apply their own editorial expertise.
Here's a full, copy-and-paste brief example you can adapt to your own situation. Use it as a template the next time you order a guest post.
Topic: "How to choose the right accounting solution for your startup" • Angle: Guide format aimed at founders and small businesses considering switching from spreadsheets to software • Target URL: https://mybusiness.com/accounting-software • Anchor text: "modern accounting solution for startups" or a similarly natural phrasing • Tone: Professional but accessible, avoid heavy jargon • About us: We build cloud-based accounting software for small and medium-sized businesses, with a focus on automation and usability • Requirements: Min. 1,000 words, feel free to mention the challenges of manual processes and include practical tips • Avoid: Directly comparing us to named competitors
Send 2-3 examples of articles you feel hit the right tone. That reference is worth more to the publisher than a hundred words in your brief.
We see the same mistakes over and over from new customers. Avoiding these pitfalls can drastically reduce delivery time and improve the quality of your guest post.
Some customers list 5-10 keywords that all need to be mentioned. That forces the publisher to write unnaturally and can actually harm your SEO. Provide one primary keyword and let the publisher write naturally.
The process from brief to publication follows a clear structure on Linkfabrikken. Here are the steps you'll go through:
The entire process typically takes 5-14 days depending on the package type and the publisher's capacity. With a good brief, you can often save 3-5 days of extra revision time.
Before you click "order", run through this checklist. It ensures your brief is complete and gives the publisher the best possible starting point.
It takes five minutes to write a good brief — but it can save you weeks of revisions and thousands of pounds in lost impact.
— Linkfabrikken editorial team