Every consulting firm knows it should be publishing and almost none of them do it consistently, for the same reason: the only people who can say anything worth reading are the partners, and the partners are billing. So the firm either publishes nothing, or hands the job to a marketing executive who produces competent, anonymous, entirely forgettable pieces about digital transformation being important. Neither outcome wins mandates. The way out is not asking partners to write. It is a production process that extracts what they already know through recorded conversation, does the writing elsewhere, and returns something for review that carries their name because it genuinely carries their thinking. Ninety minutes of partner time per substantial piece is the realistic ask.
Consulting content has a production problem rather than a strategy problem, and most firms misdiagnose it. The strategy is not complicated: publish the partner's genuine point of view on the problems your practices solve, in enough depth that a reader can assess your method. What breaks is throughput. Partner time is the scarcest resource in the firm and it is also the only input that makes the content worth anything, so any process depending on partners writing will produce three pieces in the first enthusiastic month and nothing thereafter. Interview-led production is the only model that survives contact with a billing calendar, and it works because partners are articulate about their own subject in conversation even when they cannot face a blank document. The second thing worth understanding is the shelf life difference across content types. Commentary on a current regulation or a market event has a sharp peak and decays within months. Framework pieces, method explanations and diagnostic assets compound for years and accumulate the links and citations that build practice-level authority. Most firms invert the ratio, chasing news commentary because it feels urgent, and end up with an archive that is worthless eighteen months later. A workable split weights the durable material heavily and treats commentary as a smaller, opportunistic layer. Third, distribution is where consulting content usually dies. A piece published to a website nobody visits, with no partner amplification on LinkedIn where the audience actually is, and no reuse across the pitch process, has been produced and then abandoned. Our in-house content team runs this from Powai, Mumbai, across a portfolio of 150+ brands since 2017 including long-cycle B2B categories.
