Content volume is only one line
Most proposals lead with the number of posts. That number means very little on its own — four well-made posts with a planned message will outperform twelve filler posts every time.
Look instead at the mix: how many are standard posts, how many are promotional, how many are stories, reels and carousels, and how many are ad creatives designed for paid placement. Those are different jobs with different production costs.
Ask who plans and who reports
A real plan includes a monthly content calendar agreed before the month starts, not posts invented on the day. It should also include performance tracking and a report you can read without a marketing degree.
If a plan includes paid advertising, be clear on whether campaign setup, monitoring and creative adaptation are included, and whether the ad spend itself is separate. It almost always is.
Match the platforms to the audience
Adding LinkedIn and YouTube to a plan only helps if your buyers are there. A local service business usually gets more from Instagram, Facebook and a well-maintained Google Business Profile than from a fifth channel nobody is monitoring.
Scale channels when the first two are consistently working, not before. Every extra platform is another set of adaptations, another format and another reason for the calendar to slip.
