Clients expect freelancers to do more than write. They hire us to create order, deliver results, and make the content creation process more organized and efficient, even when the client isn’t sure where to start.

That’s where a content strategy plan makes all the difference. It connects business goals to audience needs, turns research into actionable insights, and provides a repeatable framework that you can apply across various industries, campaigns, and projects.

This guide shows you how to create a content strategy and outlines the exact steps I take to build scalable content plans for my clients. I’ll provide you with an organized method that you can adapt to fit different budgets, timelines, and team configurations. I also share a few of my go-to content planning tools and templates to help you work more efficiently.

What is a content plan?

A content plan is a strategic roadmap that outlines the content you will create, the publication schedule, the distribution channels, and how it supports specific business goals. It’s the operational part of content strategy planning, transforming big-picture objectives into a structured workflow you can execute.

In freelance work, a well-defined content strategy plan connects planning and delivery. A content plan template offers a repeatable system for producing intentional, on-brand content that drives projects forward and builds client trust.

Here’s how I break the concept down:

• Content strategy plans define the ‘why’ and the ‘what’. Why are we producing this content? What topics support the client’s goals, brand positioning, or customer journey?
• Content planning is about the how and when. What’s the process for developing the content? What are the timelines, approvals, and deliverables? Who’s responsible for each step?
• Content calendars keep everything organized. They show when and where each piece of content will be published, ensuring consistency across channels and alignment with campaigns or business milestones.

Together, these elements transform scattered tasks into an organized system, so you can deliver thoughtful, measurable results without reinventing your process every time.

Why I rely on this content planning process

I don’t just use content strategy planning because it sounds good; it solves real problems I’ve encountered repeatedly.

• It achieves results. When you connect content to a client’s business objectives, such as increasing traffic, generating leads, or nurturing existing customers, it performs more effectively. You’re not guessing. You’re creating content with purpose.
• It builds trust. Clients want more than just a writer. They want someone who understands their goals and provides a well-organized solution to their problems. A content strategy plan demonstrates your expertise and helps position you as a long-term partner.
• It’s efficient. A repeatable process saves time. It reduces decision fatigue, eliminates back-and-forth, and helps you produce higher-quality work with less effort.

Next, I’ll share content planning tips to streamline strategy work across various clients, so you don’t have to reinvent the wheel with each new project.

Key components of a basic content strategy plan

When creating a content strategy plan, I think of it as a blueprint. Each part must be carefully considered and tailored to both the client’s business and their audience. Whether you’re working on your own brand or helping a client, use these building blocks to bring structure and measurable outcomes to your content planning strategy.

1. Business objectives

Start with the big picture: what is the client trying to achieve? Measurable goals keep content planning from becoming a scattershot effort. Swap out vague targets like “get more traffic” for specific, structured goals with clear accountability. For example, instead of saying “help the client grow their blog,” your objective might be: “Generate 100 qualified leads from organic blog content by the end of Q3.”

Whether you’re planning for a client or your own business, ask: What’s the specific result this content should produce? Is it sign-ups, demo requests, conversions, or engagement? Once you’ve defined their business objectives, choose a goal framework that helps keep the work on track. Here’s how I think about it:

SMART goals keep you focused

SMART goals are:

• Specific
• Measurable
• Achievable
• Relevant
• Time-bound

These help define what “success” actually looks like. For example:

“Increase organic blog traffic by 20% over the next 90 days.”

That’s clearer than just “get more traffic.” It provides a target to aim for, a timeline, and a clear focus for content decisions. SMART goals are ideal when you need to focus your client’s expectations or establish targets early in the planning phase.

KPIs measure the outcome

While SMART goals define what you’re aiming for, key performance indicators (KPIs) track whether you’re making progress toward that goal. Think of KPIs as your dashboard metrics.

Using the same example:

• KPI #1: Number of organic sessions to blog pages
• KPI #2: Blog-to-lead conversion rate
• KPI #3: Total qualified leads from blog content

You can set these up in Google Analytics, HubSpot, or any reporting tool your client uses. They’ll show whether your content is performing and where you may need to optimize.

OKRs align content to business goals

Objectives and Key Results (OKRs) are broader than SMART goals and KPIs. They’re handy when you’re working with growing teams or long-term retainers.

In this example, your OKR might be:

• Objective: Position the blog as a top lead generation channel.
• Key Result 1: Publish 12 SEO-optimized articles in Q3
• Key Result 2: Generate 100 qualified leads through blog CTAs
• Key Result 3: Achieve an average time-on-page of 3 minutes or more

OKRs align your output (the content you produce) with business impact. They’re invaluable if you’re sharing responsibilities with other freelancers, collaborating with an in-house team, or planning quarterly strategy cycles.

2. Audience research

A good content strategy workflow begins with understanding audience segments. Go beyond surface-level demographics. What are the target audience’s goals, challenges, and hesitations? Use Google Analytics to see who visits your content, conduct surveys for direct feedback, or analyze competitors’ audiences for patterns.

For example, I once worked with a client in the career coaching space. Instead of assuming all their readers were job seekers, I segmented their audience into recent grads, mid-career changers, and executives. Each group needed different content formats and tones. Personas like these help you write with empathy and precision.

3. Keyword and topic strategy

Search engines are still important for content distribution, and keyword strategy remains central to establishing visibility. But with AI-generated content flooding the web, standing out now requires more than just volume or surface-level optimization.

I use tools like SEMrush, Ahrefs, and Moz Pro to identify keywords with both substantial volume and clear intent. A phrase like “best CRMs for freelancers” reflects a specific use case and buying intent, which is much more helpful than something generic like “CRM software.”

AI tools like ChatGPT, Claude, or Perplexity can help with:

• Generating topic ideas based on a single seed keyword
• Identifying long-tail variations or related questions people are asking
• Drafting initial outlines to test content structure and hierarchy

However, AI outputs should only be a starting point. This is especially true because AI currently doesn’t use real data for search volume or competitive density, even though it might “think” it does. I still manually verify each topic with SEO data and compare AI suggestions to actual SERP results to assess competitiveness.

4. Channel strategy

Where will the content live, and how will people discover it? Your content distribution strategy should prioritize the platforms where your audience already spends time. For some clients, that’s organic search and email. For others, it might be short-form video, newsletters, or community platforms like Reddit or Discord.

In one recent project for a solopreneur coach, we built a strategy that prioritized:

• Blog for SEO traffic and evergreen visibility
• LinkedIn for repurposed posts and professional engagement
• Email for nurturing and upselling leads

We avoided YouTube and Instagram. Not because they weren’t viable, but because the client simply didn’t have time (or budget) to produce content for every channel.

5. Content formats

Not all audiences consume content the same way. Choose formats based on audience preferences and the funnel stages you’re targeting. Blog posts educate. Infographics simplify complex ideas. Videos explain and humanize. Webinars engage. Think about what your audience needs and where they are in their journey.

A quick example: when I created a strategy for a nutritionist, we used short videos for top-of-funnel Instagram posts, in-depth blog posts for SEO, and meal plan downloads as gated mid-funnel content. Each format had a specific goal.

6. Publishing cadence

Set a realistic schedule. Many freelancers tend to overpromise here. If your client has limited time or budget, suggest a cadence they can maintain. For example, one quality blog post per month is better than four rushed ones.

Map your cadence to the client’s business calendar. If they have product launches or seasonal spikes, coordinate content delivery accordingly. And remember to include time for feedback, editing, and revisions.

7. Performance metrics

Monitoring performance transforms your strategy from guesswork into an ongoing learning process. Choose metrics that align with your objectives. For SEO, focus on organic traffic, bounce rate, and keyword rankings. For lead generation, monitor conversion rates and form submissions to optimize results. For social media, evaluate engagement and sharing activity.

Create dashboards to track progress. I often build simple Google Sheets for clients that display how traffic and conversions change month to month. That data becomes fuel for making improvements. If something doesn’t perform as expected, you adjust it. That’s how you refine a strategy over time.

How to create a content strategy plan for your clients

Whenever I onboard a new client, my primary aim is to create a bespoke, actionable, and data-driven content strategy that drives specific business outcomes. Although each client has unique priorities and audience segments, I depend on a reliable content strategy framework that I have refined through experience. This section describes the key steps I follow when creating a strategy from scratch.

Step 1: Clarify business objectives

Before any planning begins, I need a clear understanding of what the client hopes to achieve. I start with a discovery session, either via a video call or a structured intake questionnaire. My goal is to connect strategy and content with the client’s broader marketing and business objectives.

Typical questions I ask include:

• What are your key marketing goals for the next 6 to 12 months?
• Which of your audience segments drives the most revenue or engagement?
• What content strategies have you tried in the past, and what were the results?

These conversations reveal both the client’s priorities and their pain points. For example, a SaaS client may want to reduce churn by providing more effective onboarding content. In contrast, an e-commerce client might need SEO-driven blog content to increase product visibility.

Step 2: Understand the brand voice

Consistency in voice and tone helps build trust and recognition. If the client already has brand guidelines, I review them thoroughly, which includes the tone of voice, preferred terms, visual identity, and editorial standards. If they don’t have formal documentation, I create a simple content style guide to make sure all deliverables remain on brand.

This brand guide may include:

• A description of the desired tone (e.g., authoritative, conversational, playful)
• Vocabulary and phrasing that should be used or avoided
• Grammar and formatting preferences

Understanding the brand voice also helps me brief any collaborators, such as writers or designers, so the output feels cohesive across all channels.

Step 3: Audit existing content

Before creating new content, I take stock of what’s already available. Content audits reveal the client’s current content inventory and identify areas that can be optimized, repurposed, or removed. I use tools like Google Search Console and Screaming Frog, and sometimes conduct manual reviews, to conduct a thorough audit.

I look for:

• High-performing pages that I can update, expand, or turn into pillar content
• Underperforming URLs that need updating, re-optimization, or retirement
• Content gaps in key topic areas or funnel stages

For example, a client might have strong top-of-funnel blog posts but lack content that supports conversion or decision making. Identifying those gaps allows me to recommend targeted content that supports the whole buyer journey.

Step 4: Conduct audience research

A content strategy is only as strong as its alignment with the target audience. I use both quantitative and qualitative methods to gather insights about the audience’s preferences, behaviors, and pain points.

My process typically includes:

• Reviewing Google Analytics data to identify demographics, traffic sources, and behavior
• Analyzing CRM or email data to segment users based on engagement and lifecycle stage
• Conducting interviews or sending surveys to gather firsthand feedback
• Reviewing competitor content to see what resonates with similar audiences

This research helps me create detailed audience personas that inform both messaging and format. For example, suppose I find that a large portion of the audience prefers video tutorials over long-form articles. In that case, I adjust the strategy to include explainer videos or embedded video summaries.

By the end of these first four steps, I have a solid foundation for building a content strategy plan that is not only connected with business objectives but also customized to the audience and grounded in real data.

Step 5: Perform keyword and topic research

Once I understand a client’s business goals and target audience, the next step is to identify the exact terms and themes that will help them appear in search results and AI overviews. This step is where strategy and SEO meet.

I typically use tools like SEMrush, Google Search Console, and Google Keyword Planner to research keywords. But even free tools like Ubersuggest or AnswerThePublic can offer valuable insights. My goal is to strike a balance among three key factors: relevance to the business, search volume, and keyword difficulty.

Here’s a simple keyword research plan you can follow:

1. Start with seed keywords. If your client is a dog grooming business, seed terms might include “affordable dog groomer,” “how to groom a dog,” or “dog grooming tips.”
2. Find long-tail variations. These are more specific and often easier to rank for in search engines or AI platforms. For instance, “how to find a groomer for show dogs” might be a great long-tail keyword.
3. Analyze user intent. Take a look at what Google surfaces for a given keyword. Are the top results blogs, tools, or product pages? The search engine results page, or SERP, shows you what users expect.
4. Check competitors. See what terms they rank for. You can often find content gaps this way.

Once, while working as a virtual assistant, I discovered that although my client wanted to rank for “virtual assistant services,” a more effective angle was “virtual assistant for real estate agents.” That long-tail keyword had less competition and directly addressed a niche they were targeting.

Step 6: Create pillars and clusters

Once you have your list of target keywords and content themes, group them into topic clusters that support central pillars. Content pillars and nested subpages improve SEO and help readers navigate your site more intuitively.

Here’s how to structure a pillar and cluster page framework:

• Pillar page: Covers a broad topic thoroughly (e.g., “The Complete Guide to Remote Work”)
• Cluster content: Supports the pillar by going deep on subtopics (e.g., “Best remote work tools,” “How to manage a remote team”)

Internally link all your cluster pages to the pillar and vice versa. This builds topical authority and helps search engines, AI agents, and readers understand your content hierarchy.

Step 7: Align content with the funnel

Each piece of content should serve a specific function in your marketing funnel, attracting, nurturing, or converting your audience.

• Awareness stage: Think educational. Blogs, checklists, how-tos. These help people find you.
• Consideration stage: This is where you highlight your unique value with comparison guides, case studies, and detailed explainers.
• Decision stage: Showcase your best results: testimonials, demo videos, and pricing pages.

Let’s say you’re a graphic designer. A blog post titled “10 Signs You Need a Brand Refresh” (awareness) could lead to a guide called “Comparing DIY vs. Professional Branding” (consideration), which links to your portfolio and booking page (decision).

When content supports a clear customer journey, your marketing becomes much more intentional and effective.

Step 8: Build a content calendar

A content calendar helps keep your content production consistent and organized. It serves as the operational center of your strategy. You can use a simple tool, such as a Google Sheet or a project management platform like Asana. My content calendars usually include:

• Topic or title
• Target keyword
• Content format (blog, video, email)
• Assigned writer
• Draft and publish deadlines
• Distribution plan

For example, if you’re a solopreneur aiming to publish one blog and one newsletter per month, your calendar might show:

• August 5: Blog, “How to Find Freelance Clients in 2025”
• August 15: Newsletter, Highlights + promo for your free PDF lead magnet

Having these dates mapped out in advance keeps you on track and prevents that last-minute scramble.

Step 9: Define workflow and governance

Content strategy workflows transform planning into action. Without one, even the most effective content plans stall. Your workflow should be simple, organized, and customized to your team’s size (or your client’s).

Here are the basics to define:

• Who is responsible for what? Assign roles for writing, editing, reviewing, and publishing.
• Where should it be stored? Choose a central location for drafts, such as Google Drive or Dropbox.
• What is the process? Create a checklist for each stage: draft, internal review, client review, and publish.
• What is the timeline? Set due dates for each phase.

I’ve found that even with solo clients, clearly defining the number of revision rounds upfront prevents confusion and sets a professional tone.

If you use tools like ClickUp or Asana, you can automate much of this process. However, even a simple spreadsheet and shared folder can help keep things running smoothly.

Step 10: Plan for repurposing

Creating content requires time and effort, so it’s essential to maximize the reach of each piece. A content repurposing strategy increases your visibility, extends the lifespan of your content, and enables you to reach different audience segments across multiple platforms. Instead of constantly producing new content, you create one piece and repurpose it.

When I work with clients, I plan for repurposing as part of the initial content strategy, not after the fact. This way, we identify multiple uses for every asset upfront.

Here are some ways to do it:

• Turn a long-form blog post into an email series. Break it down into bite-sized lessons or tips that you can send over several weeks.
• Use quotes or data points from a post to create LinkedIn carousels or Twitter threads. These micro-formats boost engagement and drive traffic back to the original piece.
• Transform a webinar into a video series, blog summary, and a downloadable checklist. One of my clients in the education space hosted a webinar, and we transformed it into three blog posts, a lead magnet, and several social media clips, all from a single session.

As a freelancer or DIY marketer, think of your content as a modular system. Ask: “How can I slice this into multiple formats?” Even a short article can fuel a week of LinkedIn posts or a podcast script. Be sure to tailor each version to the specific channel and audience for which you’re publishing.

Step 11: Present and refine the strategy

Once all the pieces are in place, it’s time to package your content strategy in a way that’s easy for your client (or your future self) to review and act on. Presentation matters here. A well-organized, visual walkthrough builds confidence and reinforces your role as a strategist.

I typically present content strategies using a Google Slides deck or Canva, depending on the client. During the review session, I walk through:

• What content we’ll create. An overview of the calendar, content formats, and thematic focus areas.
• Why this content matters. How each piece supports audience needs, search intent, and funnel stages based on keyword research and insights.
• How it supports business goals. A clear connection between the content strategy and the client’s core objectives, such as traffic, leads, engagement, or conversions.
• When and how we’ll produce it. A breakdown of timelines, responsibilities, tools, and workflow so everyone understands the production process.

These sessions also provide an opportunity for you to encourage feedback. Ask your client what resonates with them and what may need adjustment. Often, I’ll uncover last-minute details here—like a product launch date or staffing change—that impact timing or priorities.

By inviting collaboration at this stage, you reinforce the partnership and make sure everyone is on the same page before moving forward. It also shows your client that the content strategy plan isn’t fixed; it’s a working plan that evolves with their needs.

Suppose you’re doing this solo for your own business. Block time in your calendar to review your strategy quarterly. Are your assumptions still valid? Are you meeting your goals? Treat yourself like a client, and stay accountable.

Content plan example

To provide a clearer picture of how a content strategy framework works in practice, here’s a sample content plan based on a real client pitch I made to a SaaS startup. The company offers AI-generated spreadsheets that automate tasks such as reporting, budgeting, and data analysis for small businesses.

This content plan sample was structured to support an upcoming product launch and position the brand as a category leader in AI-powered productivity tools.

This content plan example focused on balancing discoverability (through SEO and thought leadership) with product activation (via demo content and email). Every asset in the plan had a clear purpose, audience, and delivery channel.

When I present a sample content plan like this, my goal isn’t to overwhelm. Instead, to show clients how strategy translates into action, and how each piece contributes to a bigger business outcome.

What I include in every content strategy deliverable

Over the years, I’ve refined what goes into my content strategy deliverables based on what clients use and refer back to. The goal isn’t to overwhelm. Instead, it’s to present a strategic plan that’s practical, actionable, and easy to follow. Whether I’m developing a strategy for a solopreneur or a content team at a growing startup, these are the elements I always include.

Executive summary

This is a one-page overview that highlights key points: goals, target audience, content themes, and primary recommendations. It’s especially useful for busy stakeholders or executives who need a quick snapshot of the information.

Audience personas

I include brief profiles of key audience segments based on my research. Each persona details demographics, goals, pain points, preferred content types, and platforms. This helps keep content creators aligned with the audience’s real needs.

Keyword and topic plan

Here, I summarize my research findings: high-opportunity keywords, long-tail variations, and thematic clusters. I also explain why we selected topics, linking them to business goals and funnel stages.

Content calendar

I provide a timeline of upcoming content, including titles, keywords, formats, publish dates, and distribution plans. If the client has a launch or seasonal campaign, I make sure the calendar reflects it.

Distribution channels and formats

I suggest the best-performing platforms and formats for their audience segments. For instance, if their audience is active on YouTube and Reddit, I won’t prioritize Instagram just for the sake of it. I explain the logic behind each choice.

Key success metrics

I identify the KPIs we’ll track, how they map to objectives, and where the data will come from. For example, if lead generation is the goal, I’ll emphasize conversion rates from blog posts or landing pages.

Workflow notes (if applicable)

When I’m helping with execution, I document the process by which content moves from idea to publication. I also outline the tools we’ll use, who’s responsible for each task, and how we leverage feedback.

When I’m hired only for strategy

Some clients bring me in purely for content strategy planning. They’ve got internal teams or other freelancers to handle production. In these cases, I’ve learned how important clarity and documentation are.

Here’s what I do:

• Clearly define the scope. From the start, I make it clear that my role is strategic. I spell out what’s included and what isn’t.
• Create a handoff document. This outlines the following steps, content priorities, timeline suggestions, and assigns responsibilities to the relevant parties. It acts as a project roadmap that the client can follow.
• Recommend collaborators if needed. If they need writers, designers, or SEO support, I’ll offer names of professionals I trust.
• Add a “what happens next” section. I close every content strategy plan with a summary of how to implement, checkpoints to track, and a reminder of the key metrics.

For example, one nonprofit client hired me to plan their blog and email strategy for a grant campaign. I didn’t write any copy myself. Instead, I provided a complete blueprint that their in-house communications lead could implement. The handoff went smoothly because everyone knew what to expect.

Even if you’re not directly involved in execution, you can still provide significant value. The key is making the next steps absolutely clear.

Adapting content planning to fit client needs

Freelancers often work with a diverse range of clients, from local businesses to large enterprise agencies. And every engagement has its own set of goals, constraints, and expectations. It’s not enough to have a one-size-fits-all framework. A good content strategy plan is adaptable.

Below are examples of how I approach strategy across different industries and project types, along with practical guidance you can apply to your own work.

Industry-specific planning

Tech and SaaS content strategy

For startups and software companies, the strategy often centers on thought leadership, SEO content, and product education. Blog content might include tutorials, comparisons, and feature announcements. It’s also common to develop support content, like knowledge base articles or onboarding guides.