TL;DR
Most coaches try to fix their marketing by promising themselves they will “post more,” then watch the plan fall apart at the seams.
Social media platforms don’t consider that you’re either building your business from the ground up or you’re swamped in back-to-back client sessions, so staying on top of everything feels like an impossible task.
A simple content rhythm for coaches will do more for your pipeline than any ambitious content calendar will.
Stress around content creation usually comes from unrealistic plans, not a lack of discipline
A content rhythm is a small, repeatable pattern that fits weeks
Three focused posts a week can outperform constant, unfocused updates
Constraints around topics, time, and platform keep content sustainable
A focused 90-day content commitment gives you data based on client conversations, not generic advice or trends
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Why Content Feels Harder Than it Should
If you’re a coach, you can probably relate.
You decide that this year you’re going to take content seriously.
You promise yourself you’ll be more consistent.
Maybe you even sketch out a plan after watching a content guru tell you how easy it is, after commenting on a keyword and receiving a free PDF.
Then your day-to-day ramps up. Your sessions increase, and your best thinking happens in conversation, not at a desk. By the time you sit down to write, the moment has passed, and the insight feels half-formed.
Most content advice doesn’t account for this. It assumes you can separate thinking from practice, schedule ideas in advance, and publish on demand.
Coaching doesn’t work that way.
Insight shows up in response to people, patterns, and situations that occur in the moment.
In this article, I’m not going to tell you to post more or try harder. I’ll show you how to design content around how coaching work happens, so your writing reflects how you think, not how marketing systems expect you to behave.
Why Posting More Has Never Been the Problem
Most LinkedIn advice still boils down to one message: more is better. Post daily. Show up everywhere. Repurpose endlessly.
On paper, that sounds pretty easy. But in practice, it often turns coaches into part-time content businesses instead of practitioners.
Many coaching professionals still treat LinkedIn as a strictly professional space.
Polished updates. Safe language. Saying a lot without saying much. Personal stories feel risky. Possibly unprofessional.
That belief made sense when LinkedIn functioned like an online CV. But the landscape has changed.
And posting more doesn’t solve the problem, because volume doesn’t address what people are deciding when they read your content.
Why Polish Alone Doesn’t Build Trust
People don’t decide to work with coaches based on polish alone.
They decide based on trust and whether they can relate to how you think.
Trust builds when someone can see how you arrive at your conclusions. When they can follow your reasoning, not just agree with the outcome. When they can see what you notice, where you pause, and what you prioritise.
Highly polished content often removes that signal. It compresses thinking into tidy outcomes and skips the middle. The reader gets the answer, but not the judgment behind it.
For coaches, that middleground is where the magic happens.
A daily posting mindset assumes your thinking is neatly packaged and ready to spill out into a perfectly crafted post on demand. But insights surface mid-session or days later when a pattern finally clicks.
When content systems don’t account for that delay, good thinking gets lost. Not because it wasn’t valuable, but because there was no place for it to land.
That’s why a volume-based approach is not going to get you as far as you think.
The Shift That Changed My Own Content
I didn’t struggle because sharing felt uncomfortable.
I struggled because I didn’t yet know what I wanted to write about or who I was trying to speak to.
Without that clarity, I wrote everything. Bikes. Music. Life in Japan. Photography.
Everything except the work I wanted to be known for.
What helped wasn’t becoming more or less professional. It was deciding what not to write about.
Once I narrowed the themes and the people I wanted to speak to, my stories started to make sense, and my business content followed.
And it still allows me to talk about what I enjoy, but the lion’s share of my content now relates to my business.
That shift changed the quality of conversations far more than posting based on volume ever did.
Why Business Insight and Personal Context Work Better Together
Sharing a bit of yourself on LinkedIn is more powerful than you think — especially for coaches.
That means that your content needs to perform two roles:
Business content shows what you help with and how you help
Personal, work-connected content shows how you think, what you notice, and the kind of presence you bring to the work
If you only post purely business content all the time, it’s going to end up forgettable.
Remember, your polished and lengthy post about a topic you’re passionate about is going to look almost identical to another person trying to do the same thing.
This doesn’t mean you need to share pictures of what your cat did on the weekend or your relationship woes. It means choosing moments from your experience that clarify judgment, a constraint you work within, a lesson learned, or a client pattern you see repeatedly.
Business insight gives weight. Personal context gives depth.
What a Content Rhythm Looks Like in Practice
A content rhythm isn’t a spreadsheet or a posting challenge.
It’s a pattern you can repeat even when your week is full.
For coaching businesses I work with, that pattern starts with three posts per week, each with a clear role:
One authority post unpacking a recurring client pattern and how you think about it
One story post sharing a work-connected moment that your clients recognise
One soft offer post reminding people how to take the next step
For example:
Monday: Insight from a recent client conversation
Wednesday: A short story that explains a recurring pattern
Friday: A simple invitation to work together
The point isn’t variety. It’s repetition.
Over time, this rhythm answers three unspoken questions your reader is already asking:
Can this person help me?
Do I trust how they think?
Do I know what to do next?
The Constraints That Keep Content Sustainable
Good content rhythms are built on constraints, not what you feel like saying at the time — although there is a time and a place for that.
Topic focus: Choose three themes drawn directly from client work. Rotate within them. Park everything else.
Time box: Design around a weekly limit. If content regularly takes more than 90 minutes, you are spending too much time on it.
Platform choice: Build around where your clients already pay attention. For most leadership and career coaches, that’s LinkedIn. Being everywhere when you’re just getting started adds stress, not results.
Personal stories support the work, but they’re not a substitute for it. If time is tight, prioritise clear business thinking first. Consistency matters more than personality content.
90-Days to Test This
Treat your content rhythm as an experiment.
For the next three months, commit to:
Three posts per week with clear roles
Three core themes based on client work
One platform and a time box
At the end of 90 days, look at:
Which posts sparked conversations
Which topics felt easiest to write when tired
Whether the rhythm felt light or heavy in weeks
Need a Second Set of Eyes on Your Content?
If you're still not sure on how to get into the right rhythm with your content and want help turn what you already know into a clear, repeatable content rhythm, let’s start with a free 45-minute content audit conversation, and we can sketch a pattern that fits how you work best.
It’s my goal to help you in any way I can, so if you walk away with some extra knowledge in your pocket after our chat, I’m happy. And if you need help and want to commit to working together, I’m ready and waiting for you.
FAQs
Do I need to post every day on LinkedIn as a coach?
No. For most coaches, daily posting is unnecessary and often counterproductive. Two to three focused posts per week is usually enough to stay visible and relevant.
What if my clients aren’t very active on LinkedIn?
LinkedIn still acts as a reference point. When people hear about you through referrals or search, your recent posts help them understand how you think.
How long does it take to see results from a content rhythm?
Content works on a slower timeline than direct outreach. A 90-day rhythm is usually enough to see clearer positioning and better conversations.
