Always-On and Campaign-Based Content Strategy: Differences and How to Balance?

“Constant sharing” and “only appearing during the campaign period” are two extremes, and neither produces sustainable performance. While periods such as season, early booking and last minute create the need for campaigns in hotel brands; If the brand voice (experience, trust, social proof) is not carried over during the non-campaign period, the account turns into a “billboard”. In B2B projects, launch periods require bursts; But without always-on thought leadership throughout the year, lead quality will fluctuate. This guide provides a workable model for balancing always-on and campaign content within a single annual SMM plan.