Most coaches we onboard are stuck in the same loop: post inconsistently, get inconsistent results, conclude social doesn't work for "people like them," post even less.
The problem isn't the content. It's the absence of a system.
Here's the 30-day calendar we use as a starting point with coaching and consulting clients. It uses six post archetypes, ships four times a week, and commits to one repeatable promise.
The six archetypes
Every post you ship should fit into one of these:
- Framework post — name a framework you're known for, explain it in one slide or one short video
- Client story — anonymized case from your practice, with permission
- Reframe — a piece of conventional wisdom your work contradicts, explained
- Behind the scenes — what the work actually looks like
- Resource — a checklist, template, or reading list relevant to your audience
- Direct offer — exactly one of these per week, never two
If a post doesn't fit, don't post it. The constraint is the point.
The four-times-a-week cadence
Mondays: Framework post. Sets the week's intellectual tone. Wednesdays: Client story or reframe. Builds trust and contrast. Fridays: Behind-the-scenes or resource. Builds intimacy. Sundays: Direct offer. The week-end recap with a clear call to action.
Skip days off. Take the calendar literally for 30 days.
The one promise
Pick one outcome you reliably help clients achieve and put it in your bio in nine words or fewer. Every post should make that promise more credible. Posts that don't, kill.
For a leadership coach: "I help mid-career managers get to executive roles." For a sales consultant: "I rebuild sales teams that sell more without burning out." For a productivity coach: "I help founders get four hours of deep work daily."
The promise is the lens. The archetypes are the production system. The cadence is the consistency.
What you'll see in 30 days
Modest follower growth. Real DM volume. One or two saved posts that become evergreen — people screenshot them, send them to peers, ask you to expand the idea into a workshop.
By day 60, the math starts working: discovery calls fill in from people who've been reading you for weeks. By day 90, your referral business changes character — warm prospects show up pre-sold because they've already absorbed your worldview from your feed.
The real work
This calendar isn't novel. The hard part isn't designing it — it's executing for 30 straight days when you'd rather be doing client work.
That's the work most coaches outsource last and should outsource first.