If a question can't be answered, the content doesn't get made. The form is the discipline.
What does success look like in one sentence?
Who is this for? Be specific. 'Everyone' fails.
Recruitment or retention. One only.
Which channel(s). Why those. What they displace.
Who is the client? One person accountable for sign-off.
What we need before the shoot. Locked in writing.
How we know it worked. Stated at intake, not after.
Pillar, deadline, references — helpful but not required.