I make it up as I go along, seat of the pants style. I generally play as small/regional companies, so one show a month and spend most of the month praying that nobody important to the company gets snapped up elsewhere on a written deal.
I keep my monthly shows simple - open the show with an angle setting up the main event, ie face champion thanking the crowd for being there and making them the champion they are, heel challenger steps out and calls the champion a moron for liking the idiots in the crowd. If I've got a heel champion, they'll call the locker room cowards for not having the balls to fight them, until our brave face steps out to defend the honour of the company. Old school as hell, with all the cheap pops you could ever want no matter who the champion is. I'll sprinkle promos, confrontations, etc throughout the show to either further the main event build up or set up my other title matches.
If I'm running storylines, I'll typically have two heels and two faces face off in various combinations over maybe 6 or 7 months - so half a dozen main events. The matches would often run in a sequence something like top face vs no. 2 heel, no. 2 face vs top heel (no. 2 heel kayfabe injures no. 2 face in interference), 2 heels vs top face in a handicap match while no. 2 face is "injured", tag team match once no. 2 face is healed and ending up with top face vs top heel.