The Strategy Behind Consistent, High-Impact Thought Leadership
“How Do You Decide What Kind of Content to Post—and When?”
Cconsistently showing up online isn’t just about posting more, it’s about posting with intention. When your content is guided by strategy instead of guesswork, it not only saves time—it builds trust, visibility, and business momentum.
So let me pull back the curtain and show you how I approach content strategy for my clients.
Step 1: We Start With Your Goals
Before we talk content types or platforms, we get clear on what you’re trying to accomplish. Do you want to:
Attract high-quality leads?
Build credibility as a thought leader?
Educate your audience?
Stay top of mind with your network?
Recruit talent or partners?
Once your goals are defined, your content has a purpose—and we tailor every piece to serve that purpose.
Step 2: We Define Your Core Content Pillars
Every brand needs a few repeatable themes—topics you’re known for. These are your content pillars and they become the foundation of your strategy. For example, yours might include:
Industry insights or hot takes
Behind-the-scenes of your business
Personal stories with a lesson
Client results or case studies
Tips, frameworks, or “how-to” content
These categories help us keep your content focused while giving you room to mix it up. The goal is to create variety within a consistent voice and message.
Step 3: We Map It to a Simple Schedule
Once we’ve defined what to post, we decide when. And no, you don’t need to post daily to stay relevant. For most clients, 1–3 high-quality posts per week is plenty—as long as they’re strategic.
A simple weekly structure might look like:
Monday: Thought leadership (insight or opinion piece)
Wednesday: Value-add post (tip, checklist, or behind-the-scenes)
Friday: Personal story or brand-building content
This structure keeps things balanced, builds audience trust, and removes the daily decision fatigue of “What should I post today?”
Step 4: We Plan Ahead—But Stay Flexible
We typically work 2–4 weeks ahead using a shared content calendar. This allows for batch creation, faster approvals, and time to refine ideas before they go live.
But we also leave space for timely posts—like reacting to industry news, celebrating a win, or sharing something spontaneous. The mix of planned and reactive content keeps your presence both polished and human.
Step 5: We Track What Works and Adjust
Finally, we review what’s performing. What’s driving engagement? What’s converting into conversations or leads? From there, we double down on what works and evolve your strategy as your brand grows.
