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The quality of your SEO briefs is important.
Unless you have external (or internal) writers who know SEO well and are willing to go above and beyond, then they'll likely miss keywords and keyword variations that'd help accelerate your organic traffic growth.
They're also a golden opportunity to clarify the angle you want the article to address and any other content you want to be included.
Here are the two briefing spreadsheets I use with writers I work with. Feel free to make a copy:
