Draft Campaign Brief

Write a per-creator brief that hands over the angle and the guardrails, then gets out of the creator's way. For B2B LinkedIn thought-leadership the creator's own credibility and voice are the asset, so the brief is tight on facts and timeline, loose on creative, and built for one creator rather than issued as a shared handout.

Connectors for this skill

Optional. The skill runs from pasted inputs, but will use these if available:

• A LinkedIn or creator-analytics source — to pull the creator's recent high-performing posts to use as examples.
• Your client / campaign records — to pull the brand's positioning, product naming, and pain-points.
• A document or slides tool — to deliver the finished brief in whatever format you brief creators in.

If none are connected, gather the inputs manually in Step 0.

Step 0 – Gather the inputs

Collect, asking the user for anything missing:

• The creator (LinkedIn profile) and the client / brand.
• The angle or topic the client wants this post to land, plus the client's pain-points and how the product solves them.
• Exact product naming, positioning that is currently correct, and anything the client does not want said.
• The fixed go-live date.
• Whether the product is standard or technical/regulated (this sets how tight the factual guardrails need to be).

Step 1 – Set the guardrails (non-negotiables)

• No word-for-word scripts. Hand over the angle and the facts, never the sentences. Scripts erase the authenticity that makes the creator worth paying for.
• Fast to act on. A creator should be able to start planning from the headings and bold text alone. Anything that doesn't change what they actually make (brand history, mission statements, backstory) stays out.
• Fixed go-live date, not a window. Frame the post as its own campaign with a fixed date, a draft due ahead of it, and an approval window before it. Tighten the schedule, never the creative.
• Built for this creator. Examples and angles match this creator's style, not generic brand posts.

Step 2 – Set the depth by product complexity

• Standard product → open-brief default: messaging direction plus loose angles, minimal guardrails.
• Technical or regulated product (identity, fintech, developer tools, healthcare) → attach a one-pager and add explicit factual guardrails: what to call the product, claims to avoid, and the positioning that is currently accurate. Technical products are where an under-specified brief produces confidently wrong content. Tighter on facts, still loose on creative.

Step 3 – Pull the creator's examples

Get 3 of the creator's own recent high-performing posts from their profile or a creator-analytics tool. Read their voice so the brief speaks the way they actually write. These go in section 4 of the brief; never substitute generic brand posts.

Step 4 – Write the brief (4-part structure)

1. Messaging direction — the angle and positioning for this creator's post. The one thing the post should land.
2. Campaign guidelines — brand rules, tone, exact product naming, what the client does and doesn't want said.
3. Dos and don'ts — explicit framing guidance and angles to avoid.
4. Content examples — the 3 recent high-performers from Step 3, plus any client reference posts, matched to their format.

Keep it to roughly two pages. Set the fixed go-live date, the draft-due date, and the approval date. For a technical or regulated product, add the guardrails block and note the one-pager attachment.

Output

A ready-to-share brief, in whatever format you brief creators in (a doc, a slide, a shared page). The structure below is format-agnostic:

CAMPAIGN BRIEF — [Creator] × [Client]
Go-live: [fixed date]   ·   Draft due: [ahead of go-live]   ·   Approval: [before go-live]

1. MESSAGING DIRECTION
   [the angle / the one thing this post lands]

2. CAMPAIGN GUIDELINES
   [brand rules, tone, exact product naming, positioning to use]

3. DOS AND DON'TS
   Do: [...]
   Don't: [...]

4. CONTENT EXAMPLES (this creator's recent winners)
   - [link 1]
   - [link 2]
   - [link 3]

[If technical/regulated: GUARDRAILS + one-pager attached]

One brief per creator. Two creators on the same campaign get two briefs with different angles and different examples.

What good looks like

• A creator can tell what to make, when it's due, and what's mandatory from the headings and bold alone.
• The examples are this creator's own recent winners, not generic brand posts.
• The go-live is a fixed commitment, not a suggestion.
• For a regulated product, the product-naming and factual guardrails are present.
• No word-for-word scripting anywhere: direction, not dictation.
• If the client's pain-points aren't available, the structure is drafted and the messaging-direction section is flagged as needing client input rather than invented.