We get it. You’re busy in December. Especially in small and midsized businesses (SMB) where individuals wear a lot of different hats, sometimes the stress of the holidays can bubble over. Something’s got to give — just make sure it’s not your content marketing practices.

It’s really important to stay in touch with your B2B prospects and clients even in December. Why now? Because now is when your clients are planning for the coming year. It seems like all the clients we’ve spoken to this week are heading out to their annual strategy meetings. In fact, we just had ours last month. It’s a perfect time to make sure your company and brand are top of mind, when decisions are being made.

And that’s really a major goal of content marketing: having your company’s information available to prospects when they need it. It’s impossible to predict when individuals will be looking for your particular product or service, so staying consistent with your content marketing keeps you visible to your prospects.

You’ve been working hard all year to develop a consistent plan of blogs, newsletters, email blasts, and online articles. Now, follow your plan, and you’ll be able to make it through this hectic season.

• You already have topics for your blogs, posts, and email newsletter articles.
• You can pre-schedule posts on your blogs or social media sites.
• You know you can dip into your reserves to repurpose content.

We suggest developing an editorial calendar to keep your content marketing on track. Not only does it help you develop new content, but it also aligns your content marketing messaging with the overarching goals and initiatives of your business.

So stay strong. Many of your competitors may decide that they can take a holiday from their content marketing. In fact, now is the time to push it into high gear. Keep your brand in front of potential clients right now, when many are planning strategies for 2013. Remember, content marketing has a cumulative effect: the longer you produce content and the more consistent you are with it, the better the results you’ll see from it.