I saw a post on LinkedIn today declaring:

“Content calendars are dead.”

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The author’s inspiration?

Disney+ releasing a Pope Leo XIV documentary within 48 hours of his election last week.

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Naturally, the takeaway was:

People want content about what’s happening right now.

And if you have your posts queued up a month in advance, you’ll miss the zeitgeist and lose relevance.

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The original post was aimed at agencies and creators.

But there’s a thread here for solo consultants too.

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Because content, whether written, spoken, or visual, is how we broadcast our expertise at scale.

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Still, I don’t think a 100% reactive approach will get us very far.

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An effective content strategy for consultants takes a two-pronged path:

Timeless and timely.

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Timeless content is your frameworks, visuals, and case studies.

The IP that plants a stake in the ground about how you see your domain in a unique and broadly applicable way.

Over time, these are the signature calling cards that get you known.

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Timely content is your chance to show how you apply that thinking.

In motion, under pressure, in the real world.

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A recent merger in your space? Break down the implications.

New regulations or perhaps tariffs? Show how you’re making sense of it.

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Not just to post for posting’s sake, hoping for clicks and opens...

But to give your audience a live demo of your brain.

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Because when a prospect sees you making sense of something complex in public...

They’re more likely to trust you with their private mess.

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So, is the content calendar dead?

Maybe. Some still find it helpful.

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But more importantly:

Get clear on the thinking you want to be known for.

Then use the world around you as a way to put it on display.

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That combo is what earns the first conversation.

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💡

-Wes

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P.S. My 1:1 IP Builder Sprint is open for June slots

Create a custom set of five crystal-clear visuals that illustrate your expertise and attract dream clients.

Your (timeless!) 'intellectual headshots'.

Details and available sprint dates are here. Any questions, just hit 'reply'!