Ahhh, summer; it’s a favorite time of year for many. The kids are out of school, vacations are being planned, and everything just seems more laid-back. Unfortunately, the lazy days of summer can translate to your business. As parents prepare to have their kids back home from school and rush to plan vacations or other summer outings, they may no longer be captivated by your marketing strategy. That’s why it’s always a good idea to revisit your content marketing goals and strategies before the “summer slump” and make changes as needed.
Utilize an Editorial Calendar to Keep Content Fresh
If you’re not doing so already, start using an editorial calendar to keep your web content updated. By planning out your posts ahead of time and using software that will automatically publish content for you as directed, you can save yourself a lot of time and hassle. Furthermore, this will allow you to spend more time on other aspects of your summer marketing.
Put Yourself in Your Customers’ Shoes
Take a minute to really think about your target audience. Who are they, and what are they likely to be doing this summer? Craft content that relates to them. Is your target audience the stay-at-home mom? If so, she’s probably got her hands full keeping the kids entertained this summer. Tailor content that will be useful to her!
Engage Customers With Social Media
Don’t forget about keeping your business social media pages updated this summer, either. After all, even while your target customers may be too busy at backyard barbecues and lounging on the beach to check out your business blog daily, there’s a good chance they’re still checking social media. In fact, did you know the average American spends about two hours a day browsing and posting on social media? Don’t miss out on this opportunity!
Revisit and Revamp Your Older Content
Running short on ideas for new content this summer? There’s nothing wrong with re-visiting some of your old blog posts and other content and updating/revamping it as relevant, especially if any details have changed. Just be sure not to recycle it, as this can be a major turn-off and frustration for many readers.
Know When Too Much is Too Much
Posting special content for summer holidays, such as the Fourth of July, can be a great way to show your company’s patriotism and possibly engage in a dialogue with your customers. Just be careful to keep the message about the holiday and what it means—not just about your company.
Brainstorm New People to Include in Content
Finally, consider changing things up a bit by moving away from the “traditional” blog post or social media blurb and conducting an interview with an industry specialist, local celebrity, or other authority. Publish a fun video interview, incorporate some quotes from your interview into a new blog post, or invite your social media followers to come up with some questions for a Q & A with the person of your choice. The more you can get your audience involved, the more engaged they’re likely to be.
While keeping sales steady during the summer months can be a challenge (depending on the industry in which you operate), having a sound content marketing strategy can make all the difference. Be sure to keep these tips in mind as you market your business this summer; you may be surprised at what a difference these small changes in your content strategy can make for your company.
Posted by, Lisa Rogerson, VP of Digital and Operations at initiate-it, a digital first, full-service agency located in Richmond, VA.