Summer Content That Connects: Make Seasonal Marketing Work for You

Summer isn’t just a season—it’s a shift in pace, attention, and energy. So why does our marketing often stay exactly the same?

Your audience is likely scrolling slower, checking out mentally, or taking breaks altogether. That doesn’t mean you stop showing up—but it might mean showing up differently.

Here’s how to think about seasonal marketing in a way that actually serves your audience—and your brand.

1. Recognize the seasonal mindset

Summer means different routines, different rhythms, and often, different priorities. Your audience might:

• Spend less time online

• Crave lighter, more entertaining content

• Be less focused on buying, and more on exploring or bookmarking for later

That’s not a bad thing—it’s an opportunity to build connection and visibility with less pressure.

2. Adjust your tone and content format

This isn’t launch season. It’s relationship-building season. Shift your messaging accordingly:

• Be conversational, warm, and relaxed

• Swap dense posts for visuals, quotes, or short stories

• Offer roundups, recommendations, or community moments

Think of your summer content like a laid-back coffee chat—not a boardroom pitch.

3. Show up with ease, not absence

Going silent can stall your momentum. But trying to “push through” with your usual calendar can burn you out. Instead:

• Batch a few low-lift posts in advance

• Reuse and remix high-performing content from earlier in the year

• Share more behind-the-scenes or personal notes

Your audience will feel the shift—and appreciate it.

4. Use the season strategically

Fewer people creating = less noise. That means your content might actually stand out more. It’s a great time to:

• Test new formats or ideas

• Highlight stories that usually get buried

• Invite your audience in with low-stakes asks (polls, Q&As, DMs)

5. Plan for the return

Summer doesn’t last forever. Use this time to gently prime your audience for what’s coming next:

• Tease fall offers or launches

• Build your email list with a light opt-in

• Ask for feedback or input while things are slow

The payoff? When everyone comes back in September—you’re not starting from zero.

If you meet your audience where they are now—not where your strategy wishes they were—you’ll build the kind of trust that lasts all year.

So go ahead: take a breath, slow the scroll, and let your summer content do more by doing less.