3 Min Read | Content Gap

Why summer is the best time to tell your biggest business stories

Aug. 01 2022

Everything stops in August, right? Clients are picnicking with their families; potential new recruits are bobbing about in the sea; investors and stakeholders are reading novels in the shade. No one is thinking about work in the whole of the Northern Hemisphere.

Wrong!

Everyone is thinking about work—but not in the usual way. They’re not looking for tactical ideas and the next quick fix. They’re thinking big. They’re looking into the blue sky and asking themselves, “What if?” They may be inspired; they may even be bored. Either way, they’re inclined to plan a change in direction come September.

This is the moment to engage them. This is when you persuade your audience that they should believe in your business.

But doesn’t everyone experience a dip in web traffic during the summer? Yes—those still focused on sales messaging. No one’s in the mood to convert when they’re by the pool. The key is to focus on editorial content—on education and inspiration rather than lead gen or sales. True journalistic content with a good story at its core can engender the emotional connection and contextualization that your audience is looking for when they’re reclining in a deck chair. In such a mindset, they feel generous enough to spend time with your business—if you are interesting.

The stories to tell about your business are the big ones. Your vision. Your purpose. This summer, your audience is ready to believe that you can be a force for good in the world. Twitter recently surveyed its users and found that 79% feel that “brands have a real opportunity to make change through purpose campaigns.” GWI’s Connecting the dots report also cites the pursuit of purpose as one of the key consumer trends for this year.

Bring honesty and transparency to your content. Show them who you really are. Your future employees want to know how you balance work with life. How do you feel about remote working? What are your family-friendly policies? Summer is also the best time to really find out what your current employees think of you. Forbes points out that the slower pace means they can take a step back and give you considered answers about your values and leadership.

Summer is also about adventure, right? It’s a good moment to experiment with your content: Trial different formats and new channels. See what works and what doesn’t. And take the learnings forward into the busier seasons ahead.

The good news is that the landscape is hushed. Many businesses quiet their posting during the summer, so yours stand a better chance of being heard.

Your audience will read more this summer than they do in any other season. JP Morgan Chase has been publishing a summer reading list for the past 22 years. This year’s recommended books include one about leaders’ mindsets, one about NFTs, and another about managing your social presence.

You can do better than that.

Focus on that human connection, inject some wit, tap into the “what if” mindset, and ensure your tone of voice is as uplifting as the view.