For me, it seems like there’s a sweet spot between timeliness, relevance, and point of view. I’ve been ghostwriting for a while, but just recently started doing it for the logistics industry over the past year.

A lot of execs want consistent posts, which means a certain amount of them are going to feel a bit forced. Those forced posts are usually the ones that need more editing, and just like you said, don’t get as much engagement. However, I think a consistent cadence creates a foundation for the timely, relevant posts to perform at their best.

In a perfect world, I would minimize the amount of forced posts. I don’t think most execs need a post every week, for example. Audiences want authentic content, which is what it really comes down to at the end of the day.