How We Plan Content for Clients
Planning content properly is one of the biggest game-changers for businesses. Even if you think you can “just do it on the day”, things always crop up — and suddenly you’re scrambling for something to post. That’s how you end up with rushed, recycled content that doesn’t really say anything.
At First Touch Marketing, we never leave it to chance. We plan at least a week in advance (usually scheduling on Friday for the week ahead), while still leaving space for last-minute announcements, topical events, or campaign changes. This way, there’s always structure — but also flexibility when needed.
When content is planned well, you get consistency. And consistency builds trust. If you check out a business and see they haven’t posted in six months, you instantly wonder: how much effort do they really put into their service? Consistent, thought-through content tells a very different story: reliability, relevance, and professionalism.
Step 1: Discovery - Understanding the Business
Before we dive into ideas, we need to understand the client. That means:
Getting clear on business objectives and USPs.
Reviewing any existing content and assets.
Having the owner or spokesperson define the tone of voice.
We keep this lightweight but effective. Every retainer client gets a Notion portal where they fill out a short questionnaire. We also run a weekly content meeting to catch updates, campaigns, or changes.
Competitor research is part of the process too — not to copy, but to see what works, what gaps exist, and where the business can stand out.
Step 2: Knowing the Audience
Content only works when it’s built for someone specific. That’s why we work with business owners to identify:
Who’s currently buying,
Who they want to reach, and
What pain points those people have.
You don’t need formal personas written in stone — just a shared understanding of who you’re speaking to. The key is to create value so that potential customers think: “If this is what they give away for free, imagine what happens if I buy.”
Step 3: Building Content Pillars
We use content pillars to keep everything balanced and consistent. Each retainer starts with 10–15 broad pillars (campaigns, messaging, fun/engagement, helpful tips, seasonal pushes, etc.).
We track these pillars monthly inside the Notion portal and review them quarterly. This ensures we’re not over, or under-weighting certain areas, and it gives us a clear map for future ideas.
The balance between helpful vs. promotional content depends on the business. A seasonal fireworks retailer will naturally lean into sales content, while a restaurant might showcase feelings and emotion, or service-based business might focus more on inspiration and value.
Step 4: Mapping the Plan
Our planning flow usually looks like this:
Broad themes mapped out a month ahead.
Weekly meetings to confirm specific posts with the client.
Approvals — some clients sign off in advance, others trust us to post directly.
Execution — graphics, captions, videos, or edits built around those ideas.
Tools matter here. We use Notion as the central hub (contracts, invoices, retainers, tasks), but also track day-to-day progress in a Trello-style task view. Every client gets a shared social calendar that can include blogs, emails, and engagement tasks alongside social posts.
Step 5: Execution and Repurposing
Big campaigns usually start with the owner’s objectives. We then break these into weekly posts, blogs, and emails to keep momentum consistent.
We also repurpose content across channels — sometimes ourselves, sometimes with trusted freelancers. The goal is always alignment: one core message pushed across multiple platforms in the right format.
Step 6: Reviewing and Refining
We track performance monthly (interactions, impressions, growth trends). Followers are a nice-to-have, but we focus on the numbers that actually matter.
Quarterly, we refine the content pillars and strategy. But we also stay flexible — if the business has just been to a conference or their goals shift, the plan adapts.
Why This Works
A content plan gives businesses structure, consistency, and clarity. Instead of posting random filler content, every post ties back to goals and audience needs. And when people see a brand showing up week after week, it builds confidence that the business is as reliable behind the scenes as it looks online.
If you’re tired of posting on the fly and want a content plan that actually works, email me at jacklomax@firsttouchmarketing.co.uk and we’ll get something in place.
