A note re: your holiday season posting schedule

Dispelling one of the most insidious myths in B2B marketing

Author

Tommy Clark
November 18, 2025

Hey!

Welcome to Social Files—your no-BS guide to generating demand for your B2B product using social & content.

Hope you had a great weekend. I just got back from NYC. Spent a few days there with my mom and my brother. Saw Hamilton for the fifth time (not kidding…lmao).

Spent the weekend once I got back chipping away at The Strength of the Few, and working on my own novel. I’m sitting at 120,000 words into Draft 1.

Now, let’s chat marketing & content. Today, I want to free you from one of the dumbest mindsets I’ve seen around content marketing on LinkedIn (and social in general).

Shall we?

🔎 DEEP DIVE

A note re: your holiday season posting schedule

Dispelling one of the most insidious myths in B2B marketing

Every once in a while, some half-truth platitude spouted by a washed-up marketing guru becomes accepted as a content ‘best practice.’ Nobody questions it. We all just ‘go along.’

Once such flawed belief is “don’t post as much around the holidays since people aren’t as online.”

Yes. Seasonality does exist. There are slow periods online. Some of your buyers might not be using LinkedIn as much during November and December as they’re taking the time to recharge.

But, plenty of people open to buying your stuff are using LinkedIn every day!

Think about your own behavior. You’re still going on LinkedIn every day, or close to it. There are still a select few creators you read or watch all the time. I don’t imagine you’ll stop over the next month or so. What makes you think your buyers are any different?

Even if your customers aren’t making software buying decisions this late in the year (’tis the season of “let’s revisit this in Q1” emails), your content is still planting the seeds for when they are ready to buy come January.

This begs the question: why do these false beliefs become accepted industry doctrine?

Often, marketers will use outdated ‘best practices’ to justify lazy behavior to people who don’t know any better.

For example, the notion of ‘quality over quantity’ often gets coopted into an easy justification for posting less often when, in reality, the marketers who live by this rule just don’t have the skill or infrastructure to support daily content output.

It’s just cope for lazy marketers.

I’m not sure where the notion of dialing back posting during this time of the year began, but I’d wager it also came from a burnt-out marketer who needed a break.

If you need a break, that’s fine!

Take a few days off posting. Reduce your cadence from five to three times per week—or less. Do what you want. But, don’t tell yourself you’re posting less because it’s ‘a better content strategy.’

There’s no performance-related reason to slow your content output during the tail end of the year. If LinkedIn is where you get most of your leads, keep plugging along at 3-5 posts per week.

You’ll be glad you did come January 1, 2026.

🗃 FILE CABINET

Here’s my favorite marketing and business content I bookmarked this week.

Check these out.

BEFORE YOU GO…

As always, thanks for allowing me into your email inbox every week.

More from Social Files:

  • Read the rest of my essays

  • Work with my agency in 2025

  • Try my LinkedIn content writing SaaS

  • Steal my founder-led content templates

Talk soon,

Tommy Clark