In the early stages of social media management, one of the top challenges is mastering the client content creation process. When I first started, I had countless questions about organizing client assets, generating content ideas, streamlining the creation process, meeting approval deadlines, and creating a seamless content calendar that benefits both clients and my business. Whether you’re looking to refine an existing process or starting from scratch, this guide will walk you through my step-by-step client content creation process.
Preparing for Content Creation
Before diving into the content creation process, it’s essential to have a solid foundation. I recommend listening to Episode 29on onboarding social media management clients and Episode 116on creating a social media strategy. Here, I’ll briefly cover what I require from my clients before starting their content creation efforts.
Client Onboarding Questionnaire
The first step in onboarding a new client is sending them an in-depth client onboarding questionnaire. This questionnaire allows clients to provide a comprehensive overview of their brand, business, offers, social media goals, marketing efforts, competitors, target audience, and desired tone of voice.
Once the form is completed, I begin crafting an Instagram strategy for them. This strategy includes a brand analysis, target audience insights, competitor research, and an audit of their current social media presence. Additionally, I review their website and other marketing channels (e.g., podcasts, blogs, YouTube) to ensure a cohesive strategy that aligns with their business goals.
Creating a Strategy
Your job as a social media manager is to drive traffic off social media to various client platforms, whether it be their blog, podcast, digital products, discovery calls, or services. After crafting the initial strategy, it’s important to set up a system to plan and manage client content efficiently.
Choosing the Right Software
Selecting a software that works for you is crucial. I switched to Notion this year, and it has been a game-changer for my business. Other popular options include Asana, Trello, Airtable, and ClickUp. Most of these tools have free versions suitable for beginners. Play around with them to find the one that best fits your needs.
Outlining the Content Creation Process
Once you have chosen your software, outline all the steps your content must go through. For example, my podcast content creation system in Notion details every step from idea generation to distribution. Here’s how my client content creation process looks within Notion:
Content Ideas: A column for brainstorming and collecting content ideas from both me and my clients.
Launches & Promotions: A column where clients can add upcoming launches or promotions to avoid back-and-forth emails.
In Progress: A column where I start outlining content pieces, specifying the type of content, posting date, required media, and script outlines.
To Film/Edit: Assign tasks to clients for filming or editing content.
Awaiting Approval: A column for clients to review and provide feedback on content pieces. This allows for up to three rounds of edits.
Approved and Ready: A column for approved content pieces, which I then schedule in Planoly or Instagram.
Scheduled: Tasks are moved here once they are scheduled, indicating that the content is ready to go live.
Completed: Once content is live, I mark the tasks as complete.
Streamlining and Repurposing Content
Using a structured system like Notion not only streamlines the content creation process but also makes it easier to repurpose content. You can revisit completed tasks, analyze their performance, and replicate successful content pieces with minimal effort.
Final Thoughts
Implementing a robust content creation process will make your life and your client’s life much easier by streamlining and organizing everything, allowing for seamless collaboration. You can apply this process to any social media platform or channel, including TikTok, Instagram, Pinterest, YouTube, podcasts, and blogs.
If you need help creating a content creation process for yourself or your clients, consider booking a 60-minute 1:1 mentoring callwith me. During these calls, we will dive into your social media management business, and you’ll leave with a customized game plan and strategy. You can choose from topics like Instagram marketing, enhancing client experience, or creating strategic offers.
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The Tropical Social Podcast
Your go-to podcast for social media managers, freelancers, and service providers who want to stand out online and build a brand that lasts.
Whether you're dreaming of working from anywhere, building a business that supports your lifestyle, or simply wanting your marketing to finally click, The Tropical Social Podcast is here to help you make it happen.
Through honest conversations, actionable tips, and behind-the-scenes insights, host Shannon Segall shares the tools you need to grow a personal brand, attract aligned clients, and market yourself without burning out.
