The failure mode for most content strategies isn’t that they’re wrong — it’s that they’re too abstract, too ambitious, or too far removed from the realities of the team that has to implement them. A strategy that sits on a shelf is worth nothing. Here’s how to write one that actually gets used.
Start by understanding the constraints
Before you write anything, find out: who is responsible for implementing this, how much time they have, what skills they have, what budget exists, and what’s already in place. A content strategy for a one-person comms team at a small charity is completely different from one for a ten-person team at a large membership organisation, even if the goals are similar.
Be specific about audiences
Vague audience definitions produce vague content. “Our stakeholders” or “decision-makers” isn’t useful. Get specific: who are they, what do they already know, what do they need to understand or believe, and what content will actually reach them? The more concrete your audience description, the easier it is to make good content decisions.
Limit the channels
One of the most useful things you can do is tell a client to do less, better. Recommending three channels that will be done well is more valuable than recommending seven that will be done poorly. Base channel choices on where the audience actually is and what the team can realistically maintain.
Include a 90-day plan
A strategy document should include an implementation plan — what happens in the first 30, 60, and 90 days. Without this, even a good strategy stays theoretical. Make the first actions concrete and achievable, so the team builds momentum before tackling bigger changes.
The content strategy template below gives you a structure for building a client-ready content strategy, from audience definition through to implementation planning.