Coaching has an unusually tangled buying structure, and most coaches’ feeds are tangled to match. There are three distinct audiences: the executive who hires you with their own budget or political capital; the CHRO, HRBP, or L&D lead who runs a coaching panel and procures trainers; and fellow practitioners who refer overflow. Each responds to different content. The executive wants help with tonight’s problem. The HR buyer wants evidence of rigor, methodology, and safe hands at scale. The peer wants craft talk. A feed that rotates among all three reads as unfocused to each.

So choose a primary. If your practice runs on direct executive engagements, write to the leader in the arena — second person, specific scenarios, zero procurement language. If your revenue is corporate programs and training contracts, write to the HR buyer: how you structure a leadership cohort, what changes between session three and four, how you measure behavior change. The other audiences still see it and still refer; they are overhearing, not being ignored.

Then make the profile match the choice. Headline names the client and the stakes — “Executive coach for first-time CROs” or “Leadership programs for engineering organizations” — not “Unlocking human potential.” About section describes who you work with, what engagements look like, and what clients say changes. Featured carries one flagship framework post, one piece of social proof you have permission to use, and one clear next step.

The quote-graphic coach and the scripts coach are selling the same service, and only one of them gets DMs. The difference is operational specificity. The backbone format is the scenario-and-script post: name a situation every leader recognizes — the high performer who just quit-threatened, the peer who undermines you in meetings, the first board update after a bad quarter — and give the actual words. An opening line, the question to ask, the sentence to avoid. Leaders save these posts, and saved posts are how you get remembered on the bad night when the hiring trigger fires.

Around that backbone, rotate three supporting formats. The named framework: your model for a recurring leadership problem, diagrammed simply in a document post — frameworks are retainable intellectual property, and retainability is referral fuel. The composite case study: a coaching arc with details altered and the composite nature stated plainly — “a composite of several clients” preserves both confidentiality and trust, and the honesty itself differentiates you from colleagues who imply. The practitioner’s note: what you are noticing across engagements this quarter, which flatters your vantage point without breaching anyone’s.

What to avoid is equally defined: generic inspiration, engagement-bait questions, vague celebrations of “growth.” Your credibility asset is precision. One post that gives a VP the exact words for a layoff conversation will outperform a month of sunrise metaphors, and — more to the point — it will be the post that gets forwarded to the colleague who needs a coach.

Coaching has a built-in content famine: your best months are delivery-heavy — offsites, cohorts, back-to-back sessions — which is precisely when posting stops. The remedy is the same discipline you teach clients about calendar management. One monthly writing block, two hours, produces eight to twelve posts from the quarter’s real material: questions clients asked (abstracted), frameworks you sketched on whiteboards, patterns you are seeing. Load the queue in the SocialBlaze social media scheduler and let scheduled posts carry the facilitation weeks. Two to three posts weekly is a strong cadence; one excellent post weekly is honorable and sustainable for a solo practice.

The live layer is where coaching’s relational economics happen. Fifteen minutes daily commenting where your buyers gather — under CHRO posts about talent reviews, under founder posts about scaling pains — adding the kind of observation that demonstrates the product. DM etiquette for coaches carries extra weight because the service is intimate: never open with a pitch, never diagnose someone who has not asked, and when someone engages repeatedly, a light touch wins — “this seems close to the work you’re doing; happy to compare notes sometime” respects the dignity your profession trades on.

Measure what a practice actually needs: discovery calls per month and where they came from, newsletter subscriber growth among target titles, saves and shares on scripts posts (saves signal utility; utility signals eventual hiring), and — quarterly — which engagements began with content. A solo coach needs a handful of right-fit engagements a year. The feed’s job is not scale; it is being findable and trustable in the private moment the need becomes real.

A week built for a solo coach with real delivery days. Two scheduled posts carry the broadcast; commenting happens in the gaps between sessions, and nothing depends on finding writing time mid-week.

Week 1: Choose the buyer, rebuild the storefront

Make the audience decision this guide keeps insisting on — direct executives or HR procurers — and write it at the top of a one-page content strategy. Rebuild your headline and About section to name that buyer and the stakes you handle. Assemble the Featured section: one flagship framework, one permissioned piece of social proof, one next step (call link or waitlist, whichever is true). Collect raw material: go through your last quarter of session notes and list twenty questions clients actually asked, abstracted. Do not post yet; spend the week commenting daily where your chosen buyer gathers, and notice which conversations you can add to effortlessly — that ease is positioning data.

Week 2: Publish scripts, watch the saves

Begin the rotation: a scenario-and-script post Tuesday and a framework post Thursday, both drawn from the question list. Write in second person to your chosen buyer, give real language, close with the principle. Reply to every comment within the day — in coaching, the comment thread is a live demonstration of the product, and lurkers are evaluating your tone as much as your content. Begin tracking saves and shares, not just likes; a saved scripts post is a bookmark in someone’s future crisis. Note which scenario drew DMs. That scenario is telling you where your market’s pain currently lives.

Week 3: The writing block and the newsletter

Hold your first two-hour monthly writing block: turn the question list into eight to twelve posts and load the queue in SocialBlaze, scheduled through your next delivery-heavy stretch. This single habit is what separates coaches with a durable presence from coaches with a guilty one. Launch the monthly newsletter — one meaty essay for your buyer, such as a complete framework walkthrough, not a link roundup — and announce it in a post explaining exactly who it serves. LinkedIn notifies your network at launch, making edition one disproportionately powerful: put your best thinking in it, not your welcome message.

Week 4: Referral loops and the quarterly ledger

Activate the audiences you are not writing to. Send five fellow practitioners a note with your newsletter and a clear line about who your ideal referral is — peers refer specifically or not at all. If HR buyers are your secondary audience, publish one methodology post this month that gives a procurer confidence without changing your feed’s voice. Then run the first honest review: discovery calls booked and their source, saves per post, subscriber titles, DM conversations worth having. Decide one thing to stop, one to double, and book next month’s writing block before closing the laptop. A practice is a rhythm; so is this.