The consultants who are easiest to sell, according to Dr. Connor Robertson, are the ones a prospective client already feels they know before a conversation even starts. They have been showing up consistently in that person’s feed, inbox, or podcast player for months, which means a meaningful amount of trust has already been built before a single word is exchanged directly. Robertson’s system for producing that effect rests on a deliberately modest publishing cadence, two pieces of content per week, sustained consistently for a full year.
His framework splits that cadence into two distinct formats. The long-form piece functions as the foundation, whether that takes the shape of a detailed article, a newsletter edition, a substantial LinkedIn post built around real analysis, or a podcast episode. The short-form piece is a derivative of that foundation, a single key insight extracted from the longer work, a contrarian position on a topic the target audience cares about, or a brief case study drawn from recent client work. Robertson considers two pieces a week sustainable for a consultant carrying a full client roster, while three or more, in his experience, is the point where quality and consistency start actively competing with each other.
Not all content builds authority equally, in his framework, and he draws a firm line between the two. Authority content, as he defines it, does one of three things: it teaches something specific and immediately useful that an ideal client does not already know, it challenges an assumption the target audience holds that is quietly costing them something, or it demonstrates the consultant’s reasoning applied to a real situation in a way that builds genuine confidence in their judgment. Content that generates engagement without doing any of those three things, in Robertson’s assessment, is visibility without positioning, activity that feels productive without actually building the case for why someone should hire this particular consultant.
Sustaining that output, Robertson argues, does not come from personal discipline any more than consistency in any other business process does. It comes from systems built around the habit. His recommendation is to block one fixed day per week, the same day every week, entirely for content production, and to build and maintain a topic bank containing 30 or more ideas that can be pulled from whenever someone sits down to write, so the process never starts from a blank page. A fixed publishing schedule, treated with the same non-negotiable seriousness as a client commitment, is what he credits with actually holding the whole system together over time.
Publication alone, in Robertson’s view, is only half the value of the work. Every piece needs a distribution plan running in parallel with its release, not tacked on afterward. He recommends sharing it with an email list on the day it publishes, posting it on LinkedIn with a hook designed to earn the click rather than a summary that removes the need to click at all, sending it directly to a handful of specific people for whom that particular piece is acutely relevant, along with a note explaining why, and placing it in the communities where an ideal client actually spends their attention.
Robertson offers a specific way to know whether the whole system is working, and notably, it does not show up on a dashboard. It shows up in how conversations begin. Inbound conversations that open with a reference to something already published. Introductions to new prospects that open with the consultant’s own content as shared context. New clients who mention they had been following the work for months before they were ready to buy. These signals, in his framing, are the reliable output of consistent, high-quality content produced over a long enough stretch of time to compound.
Dr. Connor Robertson is an entrepreneur, author, and strategic advisor based in Pittsburgh. He is the founder of Elixir Consulting Group and host of The Prospecting Show. More about his work is available at drconnorrobertson.com.
