When scoping writing projects, the prospect often tells you what they need. 

Here’s a common example I hear:

“We want to establish ourselves as industry experts with a research-backed whitepaper on [insert topic]. Let’s keep it at 2,000 words.”

If the prospect doesn’t have that level of clarity, they’ll often say something like: 

“We need to tell more customer stories. What’s your rate and approach to creating case studies, and can you do it for us?”

In both cases, the prospect is telling you their desired outcome (industry expertise, customer stories) and way to get there (ebook, case studies). 

It’s not so clear with content strategy. 

Every component I include in my content strategies feels like a necessity.

But if I had to choose my favorite….

It would be the content pillars.

Anyone else ever overwhelmed at ALL the ways we can be a content strategist?

There are endless ways to offer value as a strategist.

Endless ways to combine deliverables…

To position yourself as an expert…

To pitch your services…

How do we decide OUR way?

So I’m recapping a recent week in my work life as a content strategist. I hope it sheds light on just one of the million ways to be a content strategist.

How do you know if your content strategy is successful?

Here’s the short answer: It’s successful if it mirrors what your audience has told you they need.

When I started freelancing in 2017, I wasn’t new to content strategy — but I was new to finding, pitching, and onboarding my work myself.

Plus, about 30% of my work was on content strategy and 70%, on writing projects. From the start, I intended to flip that ratio.

Luckily, I discovered that I enjoyed the process of attracting clients — it didn’t have to feel forced, with the right techniques.

If you’re new to freelancing, or if you’re new to selling content strategy as a service, then you may be in the same boat.

If that’s the case, then try these three methods for acquiring content strategy clients early on.

If a content strategy isn’t rooted in research, then it’s just an ideas doc.

A content strategy shouldn’t reflect what I think. It must reflect what my client’s audience thinks and the areas of opportunity within their industry.

Research is critical here.

If you’re creating a content strategy, you’re conducting research. And if you’re conducting research, you’re likely looking at competitors to understand their approach to content.

This is called a competitive analysis. It’s a heavyweight in the research stage… and it can be really fun to do, I promise!

In this article, I’ll review what a competitive analysis is, what to include in your analysis, and how to conduct it.

TOPIC

You’re a strategic thinker, but offering a content strategy to a real-life client feels 🙀🙀🙀.

TL;DR

1. Build a framework for your strategy services so you can pitch an organized project.

2. Call this out for it is: Imposter syndrome while trying to land a new project.

TOP RESOURCE

My “content strategies in a box” to help you get organized — templates for every deliverable I include in my strategies, and a framework for offering them.

What are the ghost deliverables in your proposals?

You know, the value you provide as a freelance content strategist that you haven’t included in a proposal (or priced in your fee).