A practical guide to sustainable, strategic content creation | The Open Loop #5
I failed.
This issue of The Open Loop will talk about consistency, and yet I failed at being consistent.
Does that make me a fraud? I don’t know. Maybe.
But this is a story about what might be happening in your business too.
This issue was due last Monday, but life got in the way, and here I am, one week later, showing up in your inbox.
But my point is: I didn’t forget about it. I deliberately let it go for a moment to prioritize my clients.
I take my commitments to clients very seriously, and am proud to say I’ve never missed a single deadline in 3+ years in the business.
And this is where we might have something in common.
You’re too focused on prospecting, selling, fulfilling orders, and managing your business.
Yes, you know the importance of content in the long run (you read this newsletter, after all), but when life gets in the way, this is the first thing you choose to leave aside.
I see this happen all the time with businesses of different sizes (in fact, that’s why they hire me). I get it! It happens to the best of us.
But trust me: if you don’t find ways to stay consistent, there’ll always be a giant to-do list, a super important last-minute task to come first.
And there are many ways to achieve that…
Without feeling drained.
Without feeling like content is just another thing on your already-full plate. Without sacrificing quality or strategy for the sake of staying visible.
Here are five mindset shifts and simple practices to make consistency not just doable, but sustainable.
1. Use a theme, not a calendar
Posting every Tuesday doesn’t matter if you have no idea what you’re building toward.
Anchoring your content around a few core themes (ideas that matter to your audience, reflect your brand, and support your goals) helps.
For example, the last two issues of The Open Loop talked about the pressure to be consistent and the clarity that has to come first.
Themes give your content direction. Calendars help with logistics. Start with the first.
✏️ Try this: Choose 2 to 3 recurring themes (like behind-the-scenes, client insights, or positioning advice, for example) and let them guide your creation.
2. Repurpose before you reinvent
Original ideas are great. But original delivery every single time? Not necessary.
Repurposing your message means saying the same thing in different ways, applying it to different scenarios and perspectives, so it reaches your audience.
One message can become:
- A how-to or listicle post
- A story that illustrates the idea
- A myth you want to bust
- A reflection question
- A short quote or insight
- A case study or client result
✏️ Try this: Take your last blog post or newsletter and turn it into three shorter pieces of content. The message will be the same, but through a different lens.
3. Track conversations, not just content
If you only measure consistency by the number of posts, you’ll always feel behind. Instead, track what matters: connection.
Did it start a conversation? Did someone DM you about it? Did a client say, “I loved what you wrote the other day”?
That’s momentum.
✏️ Try this: Set a monthly “conversation goal” instead of a post count. You might find you’re more consistent than you think in more meaningful ways.
4. Batch ideas, not just posts
We talk a lot about batching content creation, but what often makes that easier is batching ideas first.
When you know what you want to say, the execution gets lighter.
You can write faster and outline smarter (and your content will sound more cohesive, because it’s coming from the same strategic place).
✏️ Try this: Start your week or month with a 15-minute “idea dump.” Write down questions you were asked, conversations you’ve had, or things you’re learning. Then choose a few to build from.
5. Let pause be part of your rhythm
Consistency doesn’t mean publishing nonstop.
It means building a rhythm you can keep. One that includes breaks, reflection, and space to reset.
You don’t have to be everywhere, every week. Sometimes the smartest thing you can do for your strategy is to pause on purpose.
✏️ Try this: Build in “quiet weeks” every few months when your only content job is to listen, reflect, or refresh older pieces.
One final thought
Consistency that burns you out is temporary. Consistency that’s rooted in clarity, strategy, and rhythm lasts.
Open Tabs
The section where I share something I’ve been reading, watching, or thinking about — a spark that opened a new loop for me and might do the same for you.
This one nailed it… literally!
Want to see a great idea in practice? Watch this short video. It’s brilliant, I promise!
It gets me thinking about how often we fail to see the obvious because we’re too busy (or stubborn) to consider a different perspective.
Thanks for reading!
See you in the next loop.
Bruna.