This is how you can now prevent the summer slump – according to 4 experts

It is the most stressful scenario for marketers: It is actually important to publish content regularly, to achieve goals and to implement the marketing strategy overall – but it is summer. The contact persons of the customers and the colleagues are on vacation, there is a lack of feedback and approvals – and of people who deliver new content. Users prefer to enjoy good weather at the lake instead of scrolling through Linkedin or surfing the net.

Whether it’s SEO content or social media: Those who prepare well before the big holidays and have their plans approved in advance will get through the summer without any problems – without the typical summer slump. Four experts told us what it takes to get through the summer break well.

Elisa Areschin, SEO Content Manager, Leap:

“We at Leap are concerned about the summer slump insofar as many customers are on vacation. Feedback on content creation and new content plans is sometimes a long time coming. We try to counteract this with long-term content plans so that we can continue to work even if customer feedback takes a little longer.”

That means: Prepare long-term content strategies and plans in winter and have them approved so that you can continue working in the summer when your contact person is absent.

Jason Modemann, co-founder of Mawave:

“Many marketers are afraid of the so-called summer slump. A lot of people immediately think of standing still. But you can counteract this during the rest of the year and collect content for the summer. For example, by collecting ideas that come to you in between and that are not used directly. This is where a shared document comes in handy, so everyone on the team can provide input throughout the year.

What always does well is content that delivers added value. DIYs, recipes, tips and tricks for your products or the values ​​you stand for with your brand. Also content that is relevant over a long period of time (evergreen content). That means: nothing seasonal, nothing that refers to a limited-time campaign and no current trends that will be replaced by the next week. Evergreen content can be, for example, funny videos, beautiful carousel posts, DIY instructions, memes or tips and tricks.”

Christoph Assmann, Head of Growth at Onetwosocial:

“Summer slump: everyone is on vacation and the voting processes drag on like chewing gum in boom boom ice cream.

Coordination processes really have to be well planned in the summertime: As an agency, you should clarify when and who is available to the customer. And budgets should be approved. This also applies in particular to training courses: In many companies there would be more time for this in the summer – if the decision-makers had made their decision beforehand.

Products that are popular in summer should be summer-ready early on. As an ice cream brand, the content must also be ready when the first hot day is in April or May. The production starts either in the previous year, in the winter in the studio or in a more comfortable time zone.

All other brands can benefit from low CPM – i.e. reach costs – on social networks in summer. However, since campaigns with this KPI are primarily aimed at awareness, i.e. they are brand campaigns, suitable content must be available for this.

However, the summer slump also offers a number of opportunities, for example on the Linkedin platform: When everyone is on vacation, of course, significantly less content is posted in a business network. At the same time, in my opinion, the number of users is not going down insanely. So there is a chance to achieve better coverage with content. This can be particularly successful if you touch on summer-related business topics such as company sports or – tada – what you have to do so that the holiday gives you a break from work.

The pickle season for podcasters is just as promising: I listen to a lot of podcasts, all of which are on summer vacation in July and August at the same time. During this time, of course, other (similar) podcasts have the chance to win me as a future listener, for example when a news podcast produces fresh episodes while the team from ‘Apocalypse and Filter Coffee’ hangs out by the pool and takes a break. A preparation for the summer slump can also be to move your own vacation to another season.”

Verena Mersch, Senior Account Manager at Social Match:

“A real emptiness cannot actually exist on social media – when in doubt, the ‘little calendar’ is always a help, because there really is a specific day for everything that you can celebrate and celebrate with content!

Otherwise, it is important to have an early organization. If the editorial plan has already been drawn up in the first two quarters of the year, the basic framework is already in place.

Content recycling should not be underestimated either: so much content is created that can certainly be used again after a year – this can be clarified individually with the customer and effectively saves capacities that can be used again for new ideas .”