Social
Social presence for a consultancy that keeps going quiet
A referral led consultancy whose channels look dormant between projects, and a publishing rhythm two busy founders can actually hold.
- Category
- Social
- Year
- 2026
- Type
- Social strategy and management
- Basis
- Client engagement
01
The situation
The consultancy is two people and most of its work arrives by referral. Someone recommends them, the prospect looks them up, and what they find is a page carrying a post from six weeks ago about a project that has since finished.
Nothing about the business is quiet. The channels are quiet, because posting happens when a project ends and there is a spare hour, which is the point in the month with the least to say and the least time to say it.
The aim is not more content. It is to make the visible part of the business match the working part, without asking for an hour a day from founders who do not have one.
02
What we looked at
- Twelve months of posts, sorted by what each one was actually for: credibility, a view on the market, how the firm works, or a project announcement.
- Where enquiries said they first heard of the business, and what they looked at between the referral and the first call.
- Six comparable consultancies, read the way a prospect reads them, to see what a credible presence looks like in this market.
- How much time the two founders can genuinely give this in an ordinary week, stated as a number rather than an intention.
03
What Toyzie did
- 01
Agreed what the channels are for
One purpose, written down: to make a referred prospect confident before the first call. Anything that did not serve it came out of scope, including the platforms nobody in this market reads.
- 02
Built four content pillars from work already being done
Problems solved for clients, a view on the market, how the firm works, and the occasional project note. Each pillar draws on material the founders already produce, so the calendar is fed by the work rather than invented alongside it.
- 03
Set a rhythm that survives a bad month
Two posts a week, drafted in one sitting a fortnight, planned a month ahead. The number was chosen as the one they could still meet in a difficult month, not the one that looked ambitious in a document.
- 04
Wrote the first month in their voice
A full month of drafts, so the pattern is demonstrated rather than described, and so the founders react to real sentences instead of a strategy summary.
- 05
Defined what gets reviewed
Three things checked monthly: whether prospects mention the content, whether the profile looks current at any given moment, and whether the agreed rhythm was met. Reach is recorded but does not drive decisions.
04
The work
- A four page strategy note, written so the founders could act on it with or without the studio.
- Four content pillars, the reasoning behind each and examples of what belongs in them.
- A month of drafted posts, and a calendar template the founders maintain themselves.
- A one page monthly review sheet, so the review takes twenty minutes rather than an afternoon.
| Week | Post | Pillar |
|---|---|---|
| Week 1, post 1 | A problem solved for a client last month, written up without naming them | Problem solved for a client |
| Week 1, post 2 | Where the market looks to be heading this quarter | A view on the market |
| Week 2, post 1 | How the firm scopes a project before agreeing a fee | How the firm works |
| Week 2, post 2 | A short note on a project just started | Project note |
| Week 3, post 1 | The question the firm asks before taking on new work | How the firm works |
| Week 3, post 2 | A recurring mistake seen before the firm is called in | Problem solved for a client |
| Week 4, post 1 | What changed in the sector this month, in three lines | A view on the market |
| Week 4, post 2 | A project wrapping up, and what it involved | Project note |
05
The result
The engagement replaced irregular posting with a practical system the founders could run alongside client work.
- The founders left with a complete month of drafted posts and four repeatable content pillars.
- A fortnightly drafting routine removed the need to decide what to publish from scratch each week.
- The channel had one clear job: give referred prospects confidence before the first call.
- A short monthly review connected publishing decisions to enquiries rather than reach alone.
06
Closing thought
A quiet channel is rarely a content problem. It is usually a decision problem: nobody has said what the channel is for, so every post starts from nothing. This project shows what the studio settles before anything is written.
If the same problem is sitting in your business, start there.
Describe the situation in your own words. The first reply will set out how Toyzie Studio would approach it and what could realistically be established first.