Before You Generate Content

Set Up a Brand

A brand applies a consistent look and feel across your marketing content. In a brand, you define corporate colors, fonts, button styles, brand identity, and tone. Create as many brands as you need. We recommend that you assign your primary brand as the default brand. The default brand settings extend to all of your Marketing Cloud Next content, but you can create other brands for specific events or products. See Brand Your Content in Marketing Cloud Next.

Set Up Marketing Briefs

A marketing brief is a Salesforce record that describes the campaign you want to create and helps the agent generate engaging, relevant content. For the best results, create a detailed brief that defines campaign goals, audience, measures, key messages, and calls to action. See Create a Brief. For guidance and examples on writing an effective brief, see Tips for Writing Effective Prompts and Briefs for Agentic Content.

When you add a brief to your agentic workspace, generated content automatically extracts audience signals from your brief details. These signals map your brief to target audiences and customize content accordingly. And, you don't need to define your audience separately for each generated variant.

An effective brief provides the grounding to make sure your generated content matches your campaign goals, audience, and key messages. The more detailed a brief is, the better.

• In the brief, provide a primary goal for the campaign, such as "Book a demo with a qualified lead," or "Reengage an existing customer to purchase a new product."
• Add KPIs, which make the goal measurable and tell the agent how to determine success, for example: "How many demos should be booked using a unique scheduling link in a message."
• Include specific calls to action with corresponding URLs that the agent automatically adds to content. For example: "Book a meeting [at a specific link]," or "Download a white paper [at a specific link]."
• Agent guardrails give the agent guidance on what to avoid, such as "Don't mention price or competitors by name," or "Don't offer a specific discount."
• Describe your target audience.
• Provide key messages or ideas that you want to communicate to your audience.

Prepare Assets and Documents

Have image assets and supporting documents that you want to use in content generation ready to upload. Examples of image assets are logos required by your brand or corporate-approved product photography. You can also upload PDF documents for more grounding such as existing or legacy marketing briefs.