What content should a career coach publish?

Content answering specific career situations at the moment they become urgent.

Career coaching is bought reactively. Nobody wakes up interested in coaching. They wake up laid off, passed over, or having realized they cannot do another year. Content that names that exact moment arrives when the person is ready to act.

What works:

• Situational pieces. How to change industries at forty-five. What to do after a senior-level layoff. How to move from individual contributor to manager. Returning to work after two years out.
• Mechanical explanations of hiring. What actually happens to an application. How internal referrals work. How compensation conversations typically unfold. This is genuinely useful and rarely written honestly.
• Honest treatment of AI tools, which your audience is already using.

What does not work: motivational content about potential, generic job search tips, and anything aimed at job seekers as a category.

Write for one career stage. Specificity is what gets content shared inside a network, and a network of people at the same stage is exactly your market.