Is a social content strategy essential for independent strategy success?

This huddle explores the value—and burden—of building visibility through content.

In a landscape where strategists are increasingly sharing hot takes, deep thought pieces, frameworks, and personal essays on platforms like LinkedIn, Substack, and TikTok, questions emerge: Is this essential to finding work? Is it just about personal brand-building? Can you succeed without doing it?

We explored the tensions behind the trend: whether visibility equals credibility, whether publishing is about marketing yourself or making meaning, and how to balance content creation with paid client work. Below is a synthesis of what was shared.

Key Observations

1. “When you have that flywheel—thought leadership, paid media, client dinners—it really works.”

→ Content works best when it’s part of a system

Creating visibility through content is powerful—but it’s far more effective when integrated with other actions like events, media, or direct outreach. On its own, a newsletter or post often isn’t enough to generate leads. The real impact comes from building loops that connect content to relationships and opportunities.

2. “LinkedIn has become really hard in the last 12 months. Organic reach has almost disappeared.”

→ LinkedIn reach is unreliable—and mostly peer-facing

While still valuable for presence, LinkedIn increasingly feels like an echo chamber. The algorithm favours peer content, and strategists often end up writing for other strategists, not clients. Maintaining a presence is still worthwhile, but it’s no longer the dependable lead channel it once was.

3. “Some weeks I love it. Others I hate it. But it keeps me sharp between jobs.”

→ Motivation fluctuates—consistency is tough but valuable

Content creation often feels like a burden, especially without immediate payoff. But many found it useful as a way to stay sharp, explore ideas, and maintain momentum between client projects. The trick is to find a cadence and format that’s sustainable—even when energy is low.

4. “Am I actually writing for other strategists? Are the people who will hire me even reading this?”

→ Know your audience—and write for the right one

A common tension: creating content that earns peer respect vs. content that lands with clients. The best results often come when you clarify who you're trying to reach, tailor your voice and topics accordingly, and resist the urge to chase approval from your peers.

5. “People ask for a website—so I just point them to my Substack. It’s a snapshot of my thinking.”

→ Substack or a personal site can act as your calling card