By Leticia Antonini

So you got a new client- congratulations! Now it’s time to develop your social media strategy and begin planning content. For this article I will be using one of my own clients as an example, and you’ll get to see every step of the process I go through.


Step 1: Content Audit


First, you need to audit the content they already have, if any. For my client, they currently have a small following of 72 people, 16 posts, and they follow 41 accounts. 


At first glance, I already notice a few basic things they will need: a better cover picture that properly fits the circle, a more descriptive bio, and a business profile. 


Content Audit


Then, I analyze the content they already have and look at their top performing posts. Out of their 16 posts, their top 2 performers are the following:

Content - Client aligned

This was their first post ever, and it is their second top performing posts in terms of likes. You can quickly notice that it is not very informative at all, there should’ve been more information in the caption highlighting what the initiative was about. 

analyze the content

This is their best performing post, at 81 likes but no comments. At the moment I don’t have a lot of background information but it clearly promotes a fundraiser to gift student uniforms to kids in need. Since this client is a non-profit organization, it is great to see that their best post is a fundraising initiative, and I will keep this in mind when planning their posts next. 


Step 2: Research 

Now that you know where your client stands, one of the most important things you can do is to find similar accounts and look at what they are posting. You should look at their top performing posts, their design ideas, and how they engage with their followers. 


For this project I will be basing my research off of the Mental Health America page, since they have a similar mission and a large following. 

We can immediately notice how their bio states very clearly what their mission is and how to contact them. 


Client - Aligned

From their page I have found that their top performing posts are shareable infographics and cartoons about mental health. Now I know to follow that strategy for my own client. Their most prominent hashtag is #whatmentalhealthfeelslike and that is a consistent theme throughout their content. They have also participated in different challenges involving daily prompts and those performed well. 


Step 3: Strategy Planning

Today I will be planning the next month of content for this client. They have hired Aligned to do 2 posts/ week, so I need to plan for 8 posts minimum. Since we are going to take this account off the ground, we’ll start with a lot of informational posts so our followers can learn more about Project Link’s mission. I will also take into consideration the clients schedule of events so that the social media posts are aligned with their events. 


Week 1: In week 1 my objective is to establish a theme for the page.
  • “Who are we and what do we do” post
  • “How to get involved” post
  • 1-2 tiktoks shared on story 
  • As the account grows, I might re-share these initial posts.


I have been told that this client’s audience are people who are not naturally prone to researching or looking into mental health, so I know to ease the content into heavier topics gradually. 


Week 2: In week 2 my objective is to develop some posts that are very useful and shareable. 
  • “How to tell if someone you love might need help” (when it comes to mental health, people are sometimes more open to looking into it for others before themselves)
  • “How to ask someone about their mental health without being intrusive” (this will be a nice segway into our next posts)
  • 1-2 tiktoks shared on story 
  • Funny cartoon on Friday


Week 3: In week 3 I will begin to transition out of “how to help other people,” and more into “how to help yourself.” Notice how I still haven’t tried to sell our followers anything. Even though my client is a non-profit, the objective of the page is to attract clients for their free counseling services. It is important to build trust with your followers before trying to convince them to sign up for your service. 
  • “How to help someone who is grieving” (in observance of COVID-19)
  • “Daily things you can do to improve your mental health” 
  • 1-2 tiktoks shared on story 
  • Funny cartoon on Friday


Week 4: In week 4, I will post one more informational post and the first call to action. At this point I will already have data on how past posts performed and be able to adjust accordingly.
  • “You don’t have to be mentally ill to take care of your mental health”
  • “How Project Link can help you with your mental health”
  • 1-2 tiktoks shared on story 
  • Funny cartoon on Friday


That’s it! Just like that I have conceptualized a whole month worth of content for a new client. The first month is usually the easiest, because you haven’t shared anything yet, and a great way to test what content will stick with your audience. Stay tuned for our next blog on how to design compelling infographics and how to analyze the performance of your page.


If you have any questions or need help growing your own social media presence, please don’t hesitate to contact me at


Thanks for reading!