My Content Calendar is closing.
After a lot of thought, I’ve made the decision to retire My Content Calendar.
My Content Calendar will officially close on September 20, 2026.
If you’re an MCC student, you don’t need to do anything immediately. You have until September 20 to log in at www.MyContentCalendar.com, revisit the course and get what you need from it before it closes.
I know some of you have been part of MCC for years. And maybe a few of you may have logged in recently… but honestly, after checking the backend I saw that no one has really logged into the course since 2024. No judgement. Just facts haha.
But I wanted to give everyone plenty of notice, explain why I’ve made this decision and let you know what comes next.
Yes. This is a long read. Nothing dramatic. Simply my full explanation. I’d appreciate it if you read through everything first, if you have questions please check the FAQ section at the bottom of the page, and if your question has still not been answered then feel free to email me at support@jonathantilley.com. But honestly, everything you need to know is down below. So let’s start scrolling…
Why am I closing My Content Calendar?
The short answer?
I realised Instagram (like all social media platforms) was distribution. It was the last piece of the puzzle. Not the first.
And that realisation helped me to completely restructure my business in 2024.
When I originally created My Content Calendar in 2018, I genuinely thought one of the biggest problems business owners had was figuring out what the heck to post on social media… more specifically, Instagram.
So I helped solve it.
MCC actually started as a physical content calendar. I created it, had it printed and shipped it to people around the world. Which was lovely…and also basically a full-time job.
Eventually, MCC became a digital calendar that accompanied the online course where I could teach not only what to post, but how to create it.
And then in 2020 Instagram started moving at lightning speed: Reels, Edits, new features, new formats, new trends, “what does this button do?”, “how do I change this?”, “why did I go viral for posting a Reel about eating pizza when it has nothing to do with my business?!”
I found myself running around trying to capture what was happening, teach it, update the course, answer all of the questions that were flooding in, and keep everyone current...
...while Instagram happily changed something else five minutes later.
It was exhausting.
And eventually I realised that constantly chasing Instagram wasn't sustainable for me, my business or, more importantly, the people I was trying to help…. YOU.
My Insane Instagram Reels Challenge changed everything.
I ran my Reels Challenge three times. And each time, I noticed the same thing. I was teaching people how to create content...
...but many people didn't know who they were creating it for.
They weren't clear about their dream client. They hadn't figured out their messaging. They didn't know what they wanted to be known for. They hadn't established their fonts, colors or visual identity. Some weren't even able to clearly answer three incredibly important questions:
Who are you?
What do you do?
Who do you help?
And yet here we all were trying to figure out what style of Reel to post every single day for 30 days.
That’s when I realised I'd been focusing on the wrong end of the process.
The people who consistently did well in those challenges tended to have something in common.
They already had clarity, they knew who they were, who they wanted to attract, and what they wanted to say.
They had the foundations of their personal brand in place, which meant Instagram became a place to express their personal brand rather than somewhere they were trying to figure it out.
That was the market research I didn't know I was doing. And once I saw it, I couldn't unsee it.
I was putting the cart before the horse.
People didn't need another Instagram hack from me. They needed to understand their personal brand, their positioning, who their dream client was, how to craft magnetic messaging, capture vibrant visuals, and create delicious designs.
Then from that place, we could talk about Instagram.
Social media is distribution.
It's where you take all of that clarity and start putting it in front of people. It's the last piece of the puzzle. Not the first. And that's ultimately why I stepped away from My Content Calendar a few years ago.
I didn't want to spend my career chasing an algorithm.
I wanted to help people build something much more enduring.
So I restructured my business.
I took a break. I stepped back from constantly trying to keep up with Instagram and looked at the bigger picture of the work I wanted to do.
And I rebuilt.
Today my work is centred around helping people align, curate and elevate their personal brands through strategy, messaging, visuals, design, websites and then finally social media.
That work now lives throughout my business.
Inside my membership course Personal Branding Studio.
Inside my one-on-one work.
Inside my Squarespace website templates.
And increasingly, inside the free content I share in my JTTV videos.
Social media hasn't disappeared from my work. It has simply moved into the place where I believe it belongs. At the very end of the chain. Far after the foundations have already been built.
And it feels great.
What happens to My Content Calendar now?
My Content Calendar will remain available until September 20, 2026.
Until then, you can continue logging into MCC exactly as you normally would at www.MyContentCalendar.com.
You can revisit the training, look through the resources and get what you need from the course before it closes.
I do want to be transparent about something:
A lot of the Instagram-specific training inside MCC is now outdated.
That's part of the reason I'm retiring it rather than pretending I can continue recommending every tactic or feature taught inside it. Instagram has changed. My work has changed.
And what I believe you need before figuring out what to post on Instagram has changed considerably too. The most current version of what I'm teaching now lives inside Personal Branding Studio and my current offers.
On September 20, 2026, MCC will permanently close and access to the course will end.
So... what comes next?
You have a few options.
1. Continue learning with me inside Personal Branding Studio
If MCC helped you realise that you want more clarity around your personal brand… not simply more things to post… my membership course Personal Branding Studio is the natural next step.
PBS goes much deeper into the work I realised was missing when I was teaching MCC.
what IS your personal brand?
who is your dream client?
how do you write magnetic messaging?
how do you cultivate a visual identity?
how do you bring it all together with design?
and how do you distribute your personally branded content on your website and social media?
If you're already a PBS member, you know exactly what I'm talking about.
And you don't need to buy anything. You're already there. ❤️
If you haven't joined PBS yet, I've created a special MCC student offer to make moving into this next chapter a little easier.
Get 40% off your membership subscription when you use discount code MCC40.
Discount Code Expires: August 26th, at 11:59pm
2. Work with me one-on-one
Maybe another course isn't what you need.
Maybe you want me sitting across from you helping you figure this stuff out.
You can work directly with me through a Strategy Session, Done in a Day or Website in a Week.
And if you're not sure what you need, you can book a complimentary 20-minute Discovery Call and we'll figure that out together.
3. Close this chapter with me
You don't have to buy or do anything. Seriously.
Maybe…
MCC gave you exactly what you needed when you needed it.
your business has moved in a completely different direction.
you're already flying, thriving, living your best life.
you're simply not interested in doing anything else right now.
That's completely okay.
Log into MCC before September 20 if there's anything you'd like to revisit. And thank you for being part of it. I'm genuinely grateful you were.
Frequently Asked Questions
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My Content Calendar will permanently close on September 20, 2026.
You can continue accessing the course normally until then at www.MyContentCalendar.com.
After September 20, the MCC course and student area will no longer be available.
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Because updating it wouldn't solve the bigger problem I discovered.
I could continue chasing Instagram updates, replacing outdated tutorials and teaching the newest features.
But I no longer believe that's where most people need to begin.
My work now starts with building the personal brand underneath the content: who you are, who you help, what you want to be known for, what you say, how you look and how everything works together.
Once those foundations exist, social media becomes considerably easier.
Continuing to rebuild MCC every time Instagram changes would mean returning to a business model I've deliberately moved away from.
It's time to let MCC go.
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When I created MCC, it was sold with lifetime access to the course. Not my lifetime, or your lifetime, but the course’s lifetime.
MCC has now reached the end of its lifetime as an active product, and I'm permanently retiring the program.
Rather than simply taking it offline, I'm giving every MCC student advance notice and continued access through September 20, 2026 so you have time to revisit the course before it closes.
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Because I don't want to maintain and host a course containing training I no longer feel comfortable presenting as current.
Keeping MCC online indefinitely would mean continuing to pay for, maintain and support a product that no longer reflects how I teach or where my business is going.
I'd rather close it properly than leave an increasingly outdated course sitting online simply because it can technically remain there.
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The fundamental ideas behind creating intentional content haven't suddenly become wrong.
But Instagram has changed significantly, and some of the platform-specific tutorials, features, recommendations and strategies inside MCC no longer reflect Instagram as it exists today.
That's one of the reasons I'm being transparent about retiring it.
The fundamentals that ultimately mattered most have evolved into the work I now teach through Personal Branding Studio and my current offers.
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Please use MCC normally during the remaining access period and download any resources that are specifically provided as downloadable materials inside the course. For example PDFs.
The course itself, including videos and other non-downloadable training materials, is not being converted into a downloadable product as part of the closure. After MCC closes all videos and non-downloadable training materials will no longer exist.
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No. Refunds are not being offered as part of the retirement of My Content Calendar.
MCC was delivered and made available to students as the product purchased, and everyone will continue to have access through September 20 before the program closes.
As part of the transition, MCC students will have access to a special discount for Personal Branding Studio if they'd like to continue working with me through pre-recorded video trainings or via my 1:1 services.
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No.
Personal Branding Studio grew partly from what I learned while teaching MCC, but it's a much broader program.
MCC primarily focused on creating and planning Instagram content.
PBS starts much earlier.
We work on the personal brand underneath the content—your positioning, dream client, messaging, visuals, website and content ecosystem—so you're not constantly wondering what to post because you actually know what you want to say and who you're saying it to.
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No. Personal Branding Studio is a separate product with substantially different training and resources.
However, because you're an MCC student and were part of this chapter of my business, I'm offering you an exclusive MCC student discount to join PBS. Please use discount code MCC40 to get 40% off your PBS membership.
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Nope.
You're already in the next chapter.
You can continue using PBS exactly as you normally do.
And you've probably already noticed just how different this work is from what we were doing inside MCC.
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No.
Social media is still an important part of building and communicating a personal brand, and you'll continue to see social media training from me through paid and free content.
I'm simply no longer building my business around chasing every Instagram feature, trend and algorithm update.
When I teach social media now, it sits within the larger context of your personal brand.
That's where I believe it belongs.
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Absolutely.
My one-on-one work is now focused around personal brand strategy, messaging and Squarespace website design.
You can work with me through a Strategy Session, Done in a Day or Website in a Week.
If you're unsure which direction makes sense for you, you can also book a complimentary 20-minute Discovery Call.
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Then don't.
There is absolutely no expectation that closing MCC means you need to purchase something else from me.
Use your remaining time inside MCC however you'd like.
Take what you need.
Leave what you don't.
And if this is where our paths part for now, thank you for being part of My Content Calendar.
One chapter closes. Another one begins.
My Content Calendar has been through several versions, several years, a physical calendar, a digital calendar, an online course, countless Instagram changes and three completely bonkers Reels Challenges.
And through all of it, it taught me an enormous amount about content, business, my clients, and ultimately, about the kind of work I want to spend the next chapter of my career doing.
So I'm not sad that MCC is ending. It ran its course. And what came out of it is better than I could have ever imagined.
Thank you for being part of MCC, for showing up for the challenges, and for trusting me to teach you.
Most importantly, thank you for helping me see what was missing.
I’ve done the work. I know where I’m going now. And I can see so much more clearly where I can help you make those shifts in your own business, brand and online presence too.
I’m looking forward to showing you the way.
In gratitude,
Jonathan