"Your 2027 Content Is Already Late"

The episode opens with Jay Schwedelson and Daniel Murray bantering about TV shows they haven't watched (Jay has never seen a second of Game of Thrones) before Jay suddenly realizes he has forgotten the actual topic. The real subject, it turns out, is urgent: with roughly 60 days until October, marketers who want to dominate the end-of-year planning season need to start creating 2027 content now.

Why 2027 Content Needs to Launch in October

The core argument is straightforward but easy to miss. From October through January, your audience is not thinking about the current year anymore. They are planning for the next one. Budgets are being set, strategies are being locked in, and decision-makers are looking for resources that help them prepare for what is coming.

"If you were in that first week of October," Jay says, "and you saw one webinar promo that says 'the top trends in healthcare' and another that says 'the top trends in healthcare for 2027' — which one are you going to register for?" The answer is obvious, yet most marketers will not have that 2027 content ready because they are still thinking about the current year.