It’s inevitable this time of year. Your clients start reaching out, often to tell you one of two things. They may let you know that content writing needs to take a temporary hiatus as they wait for their budgets for the new calendar year to be approved. Another common thing freelancers and ghostwriters hear is that clients have an excess of budget left over. If they don’t spend it, they lose it. And so they ask you how much more content you can churn out before the end of the year.

While the former situation is a bummer, it’s not the end of the world. And there are some things you can do to make sure all that hard work you did for your client earlier in the year doesn’t go to waste. And for that latter situation—think of it as a pre-holiday bonus to pad your pocketbook. The key is to make sure you help come up with the best possible incremental content. In this article, I’ll share my thoughts on what I think that looks like.

The Importance of Content Consistency While Managing Marketing Budgets

Here’s the thing. Content consistency—especially when it comes to cadence and frequency—is super important. But when budgets get cut or are waiting on approval, it can mean your client is suddenly left without content to share. And a similar thing happens with all of that extra content. Your client posts it, changing the cadence of their posts, and then before they know it, they’re out of content.

That said, maintaining a steady and predictable content cadence isn’t just about keeping your client’s calendar full—it’s about creating a reliable rhythm that builds trust and engagement with their audience. Here’s why it matters:

• Audience Expectations: Consistency helps your client’s audience know when to expect new content. Over time, this creates a sense of reliability, encouraging more regular engagement.
• Search Engine Optimization (SEO): Regular posting can improve your client’s search engine rankings. When search engines notice a site is active, it increases the chances of their content being discovered by new readers.
• Brand Visibility: Consistent content keeps your client’s brand in front of their audience. Gaps in posting could lead to missed opportunities to stay top of mind.
• Engagement Metrics: A steady stream of content gives your client a better chance to evaluate what resonates with their audience, allowing for more informed decisions in the future.
• Trust Building: Regularly showing up with valuable information reinforces credibility. When your client’s audience sees they’re consistently delivering, the relationship strengthens over time.
• Avoiding Burnout: Predictable scheduling prevents the temptation to overload platforms with content during surplus periods, avoiding fatigue for both the audience and the marketing team.

So, if content consistency is so important but budgets are tight, how can you help? I have some thoughts below.

Maximizing End-of-Year Marketing Budgets and Planning for a Temporary Freeze

When budgets are tight, or there’s a need to pause content temporarily, it’s still possible to maintain a steady presence and provide value to your clients. By helping them strategize how to use their remaining funds wisely and plan for early-year gaps, you can support their goals while keeping their audience engaged across multiple channels. 

Practical Tips

Here are some practical ways to do it:

• Focus on Evergreen Content: Suggest creating high-quality, timeless pieces that will remain relevant long after publication. This type of content can be shared repeatedly, filling gaps when budgets are tight or paused.
• Batch Social Media Content: Use the remaining budget to prepare social media posts, graphics, and captions that align with your client’s brand voice. These posts can be scheduled in advance, making it super easy.
• Repurpose Existing Content: Identify successful past blog posts, articles, or videos that can be reworked into new formats, such as infographics, short videos, or email campaigns. This approach stretches the value of existing content without requiring significant new investment.
• Create a Content Reserve: Propose allocating funds to produce extra content before the year ends. This reserve can help your client maintain a presence during leaner months, whether it’s blog posts, newsletters, or updates for their audience.
• Use Paid Promotions Strategically: If your client has an end-of-year surplus, consider investing in targeted ads to promote their strongest content. This drives traffic to their website or social platforms and amplifies the reach of their most valuable messaging.
• Plan a Social Media Campaign: Help your client develop a cohesive campaign that spans several weeks. A well-planned campaign can generate momentum even if fresh content creation slows temporarily.
• Encourage Seasonal Topics: End the year with content tied to seasonal trends or events. This keeps your client relevant to their audience and makes the most of timely opportunities to connect.

By thinking ahead and making the most of current resources, you can help your clients maintain their presence without breaking the bank. And believe me, they’ll appreciate your efforts and will more than likely return as soon as their budget frees up. 

Need Help Making the Most of Your End-of-Year Budget?

Do you have some extra dollars to spend before the end of the year? Are you looking for some evergreen content that can help carry you over several weeks into the new year? If you answered yes to either of these questions, Copywriting For You is here to help.