Refreshing content without a brief is how you end up with pages that have been rewritten three times and still do not work. Iris produces a structured refresh brief covering what to update, what to cut, what to add, and why, so every refresh starts with clear direction rather than a blank page review.
For content refresh programmes, site migrations with existing content, and teams updating pages to reflect changes in product, audience or market.
A content refresh without clear direction tends to do one of two things: update what is easy to update and leave the structural problems intact, or trigger a full rewrite when a light edit would have been enough. A refresh brief defines the scope before work starts.
↘ brief the refresh, then do itCan we refresh this page? It feels a bit outdated. Maybe update some of the copy and add some new stuff. Just make it better generally.
Update: introduction and proof section. Cut: case study block (outdated). Add: product feature section from Q1 update. Keep: structure and CTA. Rationale provided for each decision.
Iris turns a refresh request into a structured brief with specific update, cut and add instructions so writers and editors know exactly what the refresh is for and what it needs to achieve.
IRIS → Iris maps what needs changing against the new brand direction and produces a specific update brief.
She briefs each refresh consistently so writers are not reinventing scope for every page.
Refresh briefs create a consistent standard for each page type.
Iris briefs a targeted update that improves accuracy without removing what readers found useful.
She scopes which pages need updating, what to add, and where it fits.
A proper refresh brief resolves the underlying issues rather than patching them page by page.
A refresh brief is a scope document, not a set of approved changes. Iris maps what needs to happen; whether to proceed, and how, is an editorial and client decision.
Add Iris to your workflow and every refresh starts with a brief that tells writers exactly what to change and why.
