When developing content, it is essential to have a creative or copy brief.
More often than not, it is up to the writer to develop the brief. Small clients rarely have a brief prepared, and are not even certain about how to get the results they are looking for. The writer’s first job is to conduct either face-to-face meetings or an interactive group meeting to obtain the necessary information.
Whatever means you use, I recommend starting with the big picture and drilling down into the fine detail. The rule of thumb for writing projects is 70% organization, preparation and research; 30% is the writing itself.
To get you started, here’s a Basic Copy Brief Checklist (PDF) from SMW Consultancy.