Most professions have a marketing problem of ideas or budget. Accounting has a scheduling problem, and it is structural: the weeks when people actively search for an accountant are the same weeks when every hour in the firm is committed. Nobody is writing a LinkedIn post on the second of April.
The result is a predictable annual pattern. The firm posts through autumn, goes quiet in January, reappears in May, and spends the summer wondering why the season brought fewer new enquiries than it should have.
This is worth stating plainly because it changes the whole approach. In most businesses, busy periods are when marketing works hardest and there is money to fund it. In accounting, the busy period is when the marketing function, which is usually a partner with a spare hour, ceases to exist entirely.
So planning content month by month, the way general marketing advice suggests, fails here every year. The plan has to be built around the fact that roughly four months of the year have zero authoring capacity, and those four months are the important ones.
The deadline calendar is published years in advance. That is an unusual gift: unlike almost any other profession, you know in November exactly what will be relevant in February, and you can write it while you still have the hours.
A practical target is to have the entire deadline run drafted and approved before the season opens. It is not a large body of work, perhaps twenty to thirty pieces, and it is the difference between being present and being absent in the only weeks that convert.
Pre-drafting has one failure mode: rates and thresholds change, sometimes late, and a queued post that states a superseded figure is worse than no post. Keep the scheduled run mostly structural, about process, timing and preparation, and keep the number-specific pieces for review close to publication.
The review step matters most here. Anything drafted three months earlier should be read once more before it goes, specifically checking that no figure in it has moved.
June to October is when the durable content gets made. Long explainers, video, the advisory material that takes real thought. It will not bring enquiries that week, which is why it never gets prioritised, and it is what still earns traffic three seasons later.
A firm that treats the quiet half of the year as the production half, and the busy half as the publishing half, ends up permanently visible while competitors oscillate.
Your marketing window and your capacity window are opposite halves of the year, so draft the whole season in advance and re-check every figure before it publishes.
Noian writes, schedules and publishes this kind of content for accounting firms, with every post held for your approval first.
See how it works for accountants