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Streamline content workflows & client collaboration

Your agency workflow guide: From setup to smooth delivery

Marcella de Macal avatar
Written by Marcella de Macal
Updated yesterday

At StoryChief, we support a wide range of marketing agencies—whether it's fast-growing firms managing dozens of clients or solo consultants juggling multiple hats.

Over time, we’ve noticed that while every agency is unique, many of them run into similar challenges: unclear workflows, scattered communication, and difficulties scaling content production efficiently.

To help new or evolving agencies overcome these hurdles, we’ve outlined the most common and effective workflows we see working in practice. Whether you're just getting started or looking to improve collaboration and streamline your content processes, this guide provides a proven foundation to bring more clarity, accelerate delivery, and elevate your client experience.

Here’s a workflow outline to help you streamline content creation, improve collaboration, and deliver more value to your clients:


Step-by-step workflow outline

1. 📆 Content calendar creation

Depending on your client:

  • Some clients will provide specific topics to create their content calendar

  • Others will rely on your expertise to lead the content ideation process. Use this opportunity to propose relevant topics that align with their goals and audience.

  • Or also they can ask you to repurpose existing content

In either case, you can use StoryChief’s AI assistant (William) to generate weeks and even months worth of content that resonates with your client’s audience. Find how William AI can power your client's calendar here.

Brainstorming with William

Here you can find some ideas on how to brainstorm with William:

Purpose

Industry

Prompt for William

Generate content ideas

Mental health / wellness

“Suggest 10 blog post ideas for a mental health clinic that wants to attract young adults dealing with anxiety or burnout.”

Find SEO keywords

Sustainable tourism

“What are some long-tail keywords related to ‘sustainable travel’ or ‘eco-friendly experiences’ that have high search intent and low competition?”

Identify content trends

Online education

“What are the top content marketing trends in 2025 for online learning platforms targeting adult professionals?”

Research relevant keywords using the Google Search Console integration

The data provided by your client's Google Search Console connection let you discover which keywords your client's audience is already searching for, as well as uncover new opportunities for content creation. By analyzing search volume, click-through rates, and current ranking positions, you can prioritize topics that will drive more traffic and engagement.

Example: Imagine you're trying to identify which of your client's knowledge base center articles are driving the most traffic to your site. Instead of guessing what your audience wants, you can use real data to guide your next content move. Here’s a simple process to uncover those insights and turn them into fresh, valuable articles.

  1. Navigate to the Insights tab > Organic Traffic

  2. Click on the "Pages" tab

  3. Filter on "/knowledge center/"

  4. Sort by #clicks. Now you see the most visited pages and the topic driving the most traffic.

  5. Ask William to generate 5 blog article drafts on this topic, then review them and select the one that best fits your needs.

Repurposing existing content

Many agencies look to get the most out of content that’s already proven its value.

William Assistant makes this easy by helping you quickly refresh and adapt older pieces for new formats or audiences — so you can deliver more results without reinventing the wheel.

For example, a high-performing blog post can be turned into social media snippets, a newsletter highlight, or even a short video script — all while keeping the original message and tone intact. Your clients will love this approach because it keeps their content pipeline full, extends the reach of what they’ve already invested in, and maximises their ROI without extra production costs.

William is also perfect for updating outdated information or reshaping content for new trends. Just drop in an old article and William will suggest fresh angles or new versions.

Whether you’re turning a client’s case study into a LinkedIn carousel or repackaging a webinar transcript into new blog posts, William helps you keep their content relevant, visible, and ready to publish across channels — all with less effort from your team.


2. 📂 Decide on campaign structure

Ask yourself:

  • Does this content support a larger goal, such as a product launch, event, or awareness campaign?

  • If yes, create a campaign for your client in StoryChief to group all related content together. This allows you to easily organise and track the performance of articles, social posts, and events connected to the same topic. By using campaigns, you can manage your content in clusters that align with your client's strategic objectives, making reporting and analysis much more efficient for them.

👉Learn more about campaigns here

🎯 Goal: Organize content around strategic topics, not just isolated posts.


3. 📝 Planning

  • Add all content ideas to your client's StoryChief content calendar and set intended dates. Creating a draft with the topic for each content piece is straightforward, just remember that drafts won't be published until you click either 'schedule' or 'publish'. Find more info about how the calendar works.

  • Assign each piece of content to the appropriate team members, writers, editors, or publishers. For blog articles, include an editorial brief to provide context and align expectations. For social posts, you can add specific instructions as a note during assignment. To keep track of overall progress, use tasks. This gives you a complete overview of all content statuses: ‘Done,’ ‘Pending,’ and ‘In Progress.’

  • Add relevant events for your client to the calendar for content inspiration. More about adding events to the calendar here.

🎯 Goal: The calendar becomes you and your client's central hub for planning and deadlines.


4. 🔄 Get client feedback without the back-and-forth

  • Create a segment in the content calendar and share it with your client via a public link, no login required. The best part? Any new content that matches the filter criteria will automatically appear in the shared view, so there’s no need to resend the link each time you add something new. Find out how to share a calendar here.

Clients can:

  • Review blog article drafts and leave inline comments.

  • Give general comments on social posts.

  • Approve posts in batches for faster workflows.

🎯 Goal: One place for feedback.


⏱️ Suggested timeline for a monthly content cycle

Here’s a realistic monthly cycle your agency can follow, repeatable for any client:

Week

Task

Week 1

Brainstorm or receive topics → Research keywords → Define publishing channels

Week 2

Build out content drafts → Create campaign (if needed) → Populate calendar → Assign team members

Week 3

Client reviews drafts via public link → Internal team edits content

Week 4

Final approval → Schedule or publish content across channels → Generate performance insights

Optional: Use the last week of the month to prepare the next content cycle.

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