Content Strategy Example: What to Include

A content strategy example is a detailed blueprint showing how your agency actually applies content planning to a real client scenario—not just theory, but the specific decisions, workflows, and deliverables that make content work for a particular business. It documents things like which topics a client should target, how often to publish, what formats to use, which channels to prioritize, and how success gets measured. The value isn't in the example itself but in how it reveals your agency's thinking process and gives you a reusable template for similar clients.

For agencies, content strategy examples serve as both internal operating documents and client-facing proof of competence. When you're pitching a prospect, showing them how you structured content for a similar business—even with client names redacted—demonstrates that you've actually done this work before rather than just reading about it. It proves you understand their industry, know what content actually performs versus what sounds good, and have a system for execution rather than flying by the seat of your pants. Without examples, your strategy recommendations sound generic because they often are. With them, you position your agency as someone who understands the specific mechanics of how content drives results for businesses like theirs. This distinction is what separates agencies that win clients from those that perpetually compete on price.

Practically, your example should document the full content arc: the client's business situation and audience research findings, the content pillars you chose and why you rejected others, the specific topics you targeted with keyword difficulty ratings and search volume, the publishing cadence you recommended with justification, the content types you assigned to each stage of the buyer's journey, and the tools or platforms you use to manage and distribute. Include actual content titles or outlines rather than abstract descriptions, and show how different content pieces connect to support each other—this one builds topical authority, that one captures bottom-funnel intent, this series nurtures leads. Add the metrics you track and realistic timelines for seeing results. A client reading this should understand not just what you're doing but why each piece exists and how it contributes to their business goals.

The most useful examples come from industries you actively serve. If you work with contractors, hospitality, or SaaS, your examples should come from those spaces so prospects see themselves reflected in your work. You might maintain three to five examples at different scales—a content strategy for a local plumber looks different from one for a regional HVAC company or a national service provider. These examples become your playbook for onboarding new clients faster because you're not starting from zero each time. You adapt the framework rather than invent one. This efficiency means you deliver faster, reduce the thinking time you bill for, and improve consistency across your client roster. The example also becomes training material for any team members handling content strategy, ensuring everyone understands your approach and reasoning.