Webtown Blog

Our thoughts. Our articles. Our collections.


Summer content marketing tips

Bajor Lívia

Summer content marketing tips

Summertime is a laugh-and-cry-at-the-same-time season for many entrepreneurs and business owners. While most people set up funny out-of-office autoresponders and go on vacation, the same might prove difficult for leaders since the business must go on, even if this collective vacation mode leads to a major seasonal trend. Everything slows down; audience engagement can dip and, understandably, you also might want to take some time off without completely abandoning your marketing efforts. This is when content repurposing, themed content creation, and automated solutions come into play.

First of all, let’s see why you need to adapt your content for the summer. Mainly because your audience’s needs change during these months, they’re psyched about the warm weather and have different personal objectives. In order to keep your content marketing relevant and exciting, it needs to meet your audience’s changing interests.

While this might seem to be a tough nut to crack, with some preparation and creativity, you will make do in no time. Think selecting summer topics and themes based on keywords and information your audience seeks at this time of year, repurposing content from previous years, using user-generated content, and including current summer information and cyclical content.

If you’ve been in business for a while, you are likely to have some useful content from the previous years. Inventory your most popular summer posts, emails, blog posts, whatever you have on hand, and pick a few that you could easily give a makeover. Give them a fresh look and a quick update, spruce them up, and you’re good to go. Current summer information, along with cyclical content, will also be a breeze if you know where to look. Think local summer activities, holidays, festivals, cool things to do, a list of the best beaches around town, the best restaurants with outdoor seating, the most interesting concerts – you get the hang of it. You can also include summer recipes, family vacations, sports, summer home care, grill tips – whatever floats your bloat that is acceptable within your business niche. User-generated content is an all-time favorite, no matter what industry you’re in and summertime is no exception. Tie in a relevant summertime incentive, run a contest, and harvest your customers’ favorite summer moments. Since summer is a fresh and vibrant period, it’s a good idea to follow suit regarding the design of your content marketing and make it visually appealing. If possible, give your brand colors a summer brightness and use summer symbols.

Handling content marketing will be much easier if you store, organize and schedule everything at one place – in a content marketing editorial calendar or a digital experience platform, like Liferay, that allows for automated solutions, scheduled content release, dynamic and user-driven workflows and much more. This way, you can better see through your content marketing, identify holes and missed opportunities, and take some much-deserved time off without ditching your customers altogether.