No other season brings about a greater change in our outlook than summer. It affects people in hot and cold climates equally because it is less about the weather and more about what happens at this time of year. How the weather affects our mood. First, there is the 'no-school for weeks' phenomenon which affects everyone, not least because there's no homework, drop-offs or exams! Second, it is the vacation and relaxation season, even if it involves staying at home. And finally, it's the time when we indulge ourselves with what benefits our mental well-being, such as nature, retail therapy, forbidden foods, and unlimited free time! So why not join in? Make sure your content is optimised for the summer season then sit back and enjoy.
Tweak your design
Summer content must be fresh, highly engaging, sentient, and atmospheric. It has to reflect all the characteristics of the season. Your content has to ensure that it looks up-to-date and relevant. Visitors will be invigorated by the new season and will have slightly different priorities brought about by the pervading holiday mindset. Make sure your headlines are eye-catching. Use clear short sentences with easy fonts and lots of bright colours, especially yellow and sky blue. Editorially, this is the time of year when you can ease up on the gravitas and indulge in some fun by using a lighter tone of voice and inserting some fun graphics. The top three content marketing tactics are blogging (65%), social media (64%), and case studies (64%, LinkedIn. The Summer Content Statistics about content don't change, only the tenor.
Retarget your message
Relevant content will be about vacations, graduations, new sporting venues, outdoor activities like picnics, beach Bar-B-Qs, family gatherings, and group socialising. Throw in some shareable activities like sports events, championships, new exhibitions, new blockbuster films, dance events, and new restaurant openings. Social media is the leading platform for the most popular trends. Make sure your content is out there and is mobile friendly; it is the 'outdoor' away-from-the-sofa season after all! Aim for unique material such as videos and downloadable guides. Be a little more personal and share details of employee's achievements such as volunteering, sports awards, or adventurous travel plans. This is the time to tell your story because something about this season makes people more open to new experiences.
Engage with your social calendar
Summer content marketing is similar to working in the fashion industry. When the season changes, all the greys, the blacks, and the dark browns have to be stored away to make room for the bright yellows, the sea blues, and the whites. The fabrics change from heavy wool to light cotton, calicoes, and linen. The priority changes from keeping the air out to let as much air in. So take a look at the calendar and pinpoint significant holidays like the 4th of July or National Junk Food day (21st of July) Calendar Tips. Unless you're in retail, geography plays a less vital role in our web-centred world these days. After all, just about everyone celebrates Eid, Ramadan, and Christmas.
Recycle your best content
Just because it doesn't spring to mind at the moment doesn't mean it has no topical significance. Good content is timeless, it will only need a few amendments to make it summer ready. Add some bright, positive graphics, apply your new summer collection of fonts, colours, and tone, reposition for maximum exposure, and you're good to go. Just make sure it really is relevant to the prevailing mindset. Try out new eye-catching "how-to articles" with titles such as "The Must-Have Summer Checklist" or "How To Use Summer To Do The Things You Never Have Time For."
However, you decide to approach it, summer content has one thing that simply cannot be overlooked. Time. The content that captivates a leisure-minded audience will not be applicable in autumn. Prioritise activities, relaxation, and indulgence and then revert to efficiency and productivity. Plan, design, and produce your summer content as early as possible.