Content schedule: September to December 2026

STATUS: live schedule. Reconciled 2026-11-02. The September and October plan below is kept as written and marked against what actually happened, because the gap between the two is the most useful thing in this file.

Where this stands (2026-11-02)

Nothing has published since 7 September. The pipeline holds 4 briefs and 1 draft, exactly what it held on 31 August. Every piece committed for September and October was missed.

The measurement side is working. Eight demos booked in the 21 days to 2026-10-28, from organic search and direct. The site converts. It is the publishing programme that has not started.

Two things changed this reconciliation:

1. "automated recall" has recovered on its own. It fell to 15.6 by mid-October. It is back to 8.5 with 19 impressions in the week to 30 October. The cluster still has momentum available.
2. A keyword-matched title converts. /for-gp-practices carries the title "Patient Recall and QOF Automation for GP Practices". It booked a demo from Bing on 28 October off 4 sessions. The homepage still carries the brand-led title and took 531 impressions at position 6.1 for 63 clicks. This is the argument for the title rewrite, now made with our own data.

Non-brand search produced 1 click from 175 impressions in the week to 30 October. Unchanged since August. Pages sitting on page one with zero clicks remain the largest unconverted opportunity on the site:

Query	Position	Impressions	Clicks
how to reduce missed calls at a gp practice	3.0	11	0
practice management analytics	5.5	15	0
qof digital	5.8	6	0
recall communication and planning system	7.0	5	0
automated recall	8.5	19	0

Standing weekly rhythm

Day	What	Owner
Mon	/calendar run: pipeline check, NHS news watch, topical slot decision	Tom + agent
Tue	LinkedIn post 1 (Tom voice, insight or data point)	Tom
Wed	Substantial piece: draft or review day	agent + Tom
Thu	Publish day (pillars and refreshes); LinkedIn post 2 (sales rotation)	TBD sales
Fri	15-min awareness block: comments, connects (50 invites/month/seat)	Sales team

Cadence from November: one substantial piece a week, and for the rest of the year every one of them is a refresh of a page that already has impressions. No new pillars until the refresh backlog is clear. Two to three LinkedIn posts a week. The original-data piece stays monthly in principle and is currently blocked, see December.

September: flu season + foundation

Week	Piece	Type	Status
01 Sep	Homepage title/meta live	refresh	MISSED. Draft ready since 29 Aug, still not applied
01 Sep	Sales topic list lands, triaged into demand map	research	MISSED
04 Sep	Recall pillar refresh (7-ways)	refresh	MISSED. Rescheduled 05 Nov
07 Sep	Best Practice Birmingham stand post	new	PUBLISHED
11 Sep	Flu campaign setup guide	new	MISSED. Season gone, dropped
18 Sep	QOF post refresh for 25/26	refresh	MISSED. Rescheduled 12 Nov
25 Sep	"Why has this patient been recalled?" pillar	new	MISSED. Never briefed
Sep	Booking-rate-by-channel chart	data visual	MISSED

October: medication monitoring + webinar pilot

Week	Piece	Type	Status
02 Oct	RSV 2026/27 rules explainer	new	MISSED. Never briefed
09 Oct	Slot configuration guide	new	MISSED. Never briefed
16 Oct	Medication monitoring recall piece	new	MISSED. Never briefed
w/c 20 Oct	Webinar pilot	webinar	DID NOT HAPPEN. No decision taken
30 Oct	GP analytics refresh	refresh	MISSED. Rescheduled 19 Nov

Nothing in October was briefed, so nothing in October could have shipped. The failure was upstream of writing.

November: clear the refresh backlog

Every row this month is already briefed. No new research is required to hold this schedule.

Date	Piece	Type	Cluster	Evidence	Owner
w/c 02 Nov	Homepage title and meta applied	refresh	recall	531 imp, pos 6.1, brand-led title. Draft has 3 options, pick one	Tom, 10 min
Thu 05 Nov	Recall pillar refresh (7-ways) publishes	refresh	recall	143 imp, pos 7.4, 0 clicks this week	agent + Tom
Thu 12 Nov	QOF refresh for 25/26 publishes	refresh	qof	64 imp, pos 8.7. QOF demand builds now, peaks Jan to Mar	agent + Tom
Thu 19 Nov	GP analytics refresh publishes	refresh	analytics	73 imp, pos 10.5, 0 clicks. "practice management analytics" pos 5.5	agent
Thu 26 Nov	"Why has this patient been recalled?" pillar	new	recall-trust	Mined theme 1, 24 Intercom conversations, no public answer	agent + Theo

Brief needed by Mon 16 Nov for the 26 Nov pillar, or that week goes empty. It is the only row this month not already briefed, and it needs Theo's review, so it cannot be started late.

December: QOF year-end ramp

Date	Piece	Type	Cluster	Status
Thu 03 Dec	"QOF year-end: the January plan"	new	qof	Needs brief by 23 Nov. Publishes early to rank by January
Thu 10 Dec	SNOMED and decline codes reference	new	coding	Mined theme 4. Needs brief, needs Theo
Thu 17 Dec	Year in numbers (register-sourced)	data visual	benchmark	Register ready. Doubles as a data room asset

First benchmark piece is blocked, not scheduled. It needs the anonymisation and aggregation standard signed off by Sachin and Theo: aggregate only, minimum practice count per cell, no practice identifiable by combination of attributes. That sign-off has not been requested. Until it exists the piece cannot be written, so it is not on a date. Raise it or drop it.

Dry-pipeline check (2026-11-02)

Cadence needs 3 substantial pieces for the next three weeks. The pipeline holds 4 briefs and 1 draft. Covered through 19 November. First gap is 26 November.

Backlog after the November refreshes are clear, drawn from mined themes with no public answer:

1. Slot configuration (13 conversations). Operational, no clinical review.
2. Campaign setup by condition (18 conversations). The largest unanswered theme.
3. Recall eligibility (24 conversations). Largest theme overall, needs Theo.
4. Patient messaging and opt-outs (7 conversations).

LinkedIn strategy (standing)

• Three voices: Tom (insight, data, opinion), sales rotation (frontline questions and answers), company page (repurposed pillars).
• Every pillar generates 3 to 5 posts via /repurpose; no post without a destination link or a question.
• Influencer engagement per the sales list: comment before connecting, connect before pitching. Never pitch.
• 50 invites/month/seat via Sales Navigator, targeted to practice managers and PCN roles.
• Measure by ROLE of engagers, not impressions.

The role test was due 30 September and did not run. Organic Social sent 3 sessions in the week to 1 November. On current evidence LinkedIn is not earning its place. Either work it properly in November or stop counting it.

Topical slot (standing)

One reactive slot per fortnight held open. Monday /calendar run checks the NHS news watch (research/nhs-news-watch.md); if a framework, DES, CQC or programme change lands, it takes the slot and goes through normal review. Speed never skips /review.

Seasonal spine (reference)

Flu/COVID/RSV campaigns Sep-Nov, medication monitoring and drug adjustment Oct, QOF year-end push content Dec-Feb (published ahead), QOF/DES new year Apr-May, screening pushes per programme. Framework changes: reactive slot.

Decisions still open

Carried from the August sales session. None have been taken.

1. Named owner for the Thursday LinkedIn rotation and the Friday block.
2. Webinar pilot: the October slot passed without a decision. Yes or no for January, or drop it from the schedule.
3. Topic list handover from sales: format and timing.
4. Which sales voices want ghost-drafted posts.
5. Review turnaround commitment from Theo. This gates 26 Nov and 10 Dec.
6. Anonymisation standard sign-off, which gates the benchmark pillar.