There’s an irony in being a comms consultant who doesn’t communicate consistently about their own practice. It’s common — client work takes priority, and marketing yourself feels like optional extra work. But a simple, low-maintenance content strategy can keep you visible between projects, build your reputation, and reduce the time you spend on business development.
Start with your goal
Content strategy for your freelance practice should serve a specific purpose — usually one of: staying visible to past clients and referrers, attracting inbound enquiries from new clients, or building a reputation in a particular area of expertise. Different goals require different approaches, so be clear about which one you’re primarily working towards before you plan anything.
Choose one or two channels
You don’t need to be everywhere. Pick the channels your ideal clients actually use and that you can sustain alongside client work. For most B2B comms consultants, that means LinkedIn plus either a newsletter or a blog — not both, not five others.
Plan content in themes, not individual pieces
Rather than deciding what to write about each week, identify three or four themes that connect to your expertise and your clients’ interests. For a comms consultant, that might be: strategy, stakeholder engagement, content, and the realities of freelance work. Rotating through these gives you enough variety to stay interesting without having to generate new ideas constantly.
Make it sustainable
The best content strategy is the one you’ll actually maintain. One LinkedIn post a week and one newsletter a month is better than a burst of daily content followed by two months of silence. Build the smallest, most consistent routine you can manage — you can always scale up later.
The personal content strategy template below gives you a framework to define your goals, choose your channels, plan your themes, and build a content calendar that fits around your client work.