It takes significant time and effort to create good content. Get the most out of it by stocking your shelf with a solid line-up of evergreen content--topics that are of recurring interest to your audience.
Refresh the evergreen pieces as needed--yearly perhaps. Find ways to recycle bits and pieces in other formats (see earlier scoop on content recycling).
I know of one leading asset management firm that has re-published their key evergreen story every single year for the past quarter of a century.
Ensuring consistency of message with prospects and clients is a sure-fire way to anchor an issue as the basis of a thought leadership program.