Don’t go quiet: Keeping your B2B content working over the holidays

As the year wraps up, many businesses begin winding down operations and stepping away for a well-earned break. While it is important to pause and recharge, your brand presence does not need to take time off too. Maintaining consistent communication over the holiday period helps your business stay visible, relevant, and engaged with your audience, even when your team is on leave.

LinkedIn data shows B2B engagement increases during the holiday period, with ad engagement for B2B brands up 18% in December compared to the rest of the year, and Edelman’s 2024 B2B Thought Leadership Impact Report finds that 52% of decision-makers and 54% of C‑suite executives spend an hour or more each week with thought leadership content. This makes the holiday period a powerful window to stay present while others go quiet.

This blog is a refreshed version of a blog I shared at the same time last year, and it feels just as timely to revisit. The fundamentals of keeping your content flowing over the holidays have not changed, if anything, they have become even more important.

Plan and schedule ahead

Prepare your content calendar before you go on leave. Map out key posts, themes, and formats, then use scheduling tools to automate publishing so your channels remain active while your team is offline. This ensures your audience continues to see and hear from you without requiring day-to-day management.

Share evergreen content

Highlight content that delivers value year-round, such as guides, how‑tos, FAQs, and practical tips. Evergreen content continues to educate and support your audience regardless of timing, reinforcing your expertise and authority long after it is first published.

Curate your best-of content

The end of the year is a perfect time to reshare your strongest work. Consider a “Top 5” or “Best of the Year” roundup featuring your most-read blogs, popular case studies, or most-saved resources. This not only maximises the value of existing assets but also introduces newer followers to content they may have missed.

Encourage community and user-generated content

Encourage your audience to share their experiences with your products or services over the holidays. User-generated content can be a powerful way to stay connected with your community and keep the conversation going without requiring heavy lifting from your team. 

Lead with thought leadership

Decision-makers often use the quieter holiday period to reflect, learn, and plan. With over half of decision-makers and C‑suite executives dedicating at least an hour a week to thought leadership, this is a prime time to share year-in-review reflections, 2026 trend predictions, or perspectives on challenges your customers are likely to face in the new year. Thought leadership at this time of year can position your brand as a trusted guide going into the next calendar year.

A note of thanks and what’s next

As 2025 comes to an end, a heartfelt thank you to all of my clients, collaborators, and supporters. It has been a year of growth, momentum, and meaningful work, and it is such a privilege to partner with organisations committed to strengthening their marketing, community and sales impact.

From 2026, I will be shifting to a monthly blog format, focusing on key marketing trends, noteworthy campaigns, dates to watch, and practical ideas to better equip your marketing and sales teams. The goal is to provide a concise, useful touchpoint each month that you can put straight into action.

Wishing you a wonderful Christmas, a restful break, and a successful start to the new year.

If you are ready to strengthen your marketing or community engagement in 2026 - Book a call.