How to create seasonal content while staying on brand
As a small business owner, creating content that resonates with your audience is crucial. But how do you stay authentic to your brand while embracing seasonal content? It’s all about striking the right balance between timely content and staying true to your mission and values. Seasonal content is a fantastic way to engage your audience, keep your posts relevant, and boost your visibility throughout the year.
Here’s how you can create seasonal content that stays aligned with your brand identity and tone.
1. Know Your Brand’s Voice and Values
Before jumping on the seasonal content bandwagon, it’s essential to remind yourself of your brand’s core values and voice. Whether you’re quirky and fun, professional and authoritative, or laid-back and approachable, your seasonal posts should always reflect that.
For example, if you run a fitness business with an upbeat and motivational tone, your seasonal content should also be energetic and inspiring. You might promote "New Year, New You" fitness challenges, but make sure the message reflects your usual tone—motivational and supportive—not too over-the-top or salesy.
Seasonal content should be relevant to what you offer. You don’t need to push a product or service directly every time (maybe follow the 80/20 rule on promotional content, but make sure there’s a clear connection. For instance, if you run a café, your spring posts could include fresh, seasonal ingredients or new drinks and dishes, while also tying in spring-themed imagery (think pastel colours, flowers, and sunny vibes). If you run a clothing store, your summer collection could be highlighted through beachy, warm-weather styling tips that your audience would want to incorporate into their lives.
Always ask yourself: How can this season enhance the customer experience with my brand?
3. Plan, But Keep it Flexible
Planning is key when creating seasonal content, but flexibility is just as important. A little pre-planning goes a long way in ensuring you stay ahead of the curve. Ideally, you want to start thinking about your seasonal content at least a month in advance, so you can schedule posts and avoid last-minute panic.
However, it’s essential to leave room for spontaneity. If something relevant happens in your niche during a particular season (a new trend, a viral moment, or even something newsworthy), you should be ready to incorporate it into your content.
For example, during the summer, if a viral summer trend catches your audience’s attention, jump on it! Showcase how your products or services can fit into this trend. The more flexible you are, the more you’ll be able to adapt to the moment and resonate with your audience.
Seasonal Content Ideas to Take Advantage of All Year Round
New Year (January)
Goal-setting posts that connect with your product or service.
New Year’s sales or offers, but keep the messaging motivational, not overly promotional.
Create content around self-improvement or reflecting on the past year.
Spring (March–May)
Focus on renewal and fresh starts. Highlight new products, services, or features.
Easter-themed content (decorating ideas, special promotions, etc.)
Spring cleaning or organising tips (perfect for businesses related to home, wellness, or fitness).
Summer (June–August)
Warm-weather tips, special summer collections, or seasonal offers.
Highlight outdoor activities or summer events that tie in with your brand.
Holiday season promotions if your business is in retail, hospitality, or travel.
Autumn (September–November)
Back-to-school content, especially for businesses related to education, kids, or work-life balance.
Autum-themed content (pumpkin-spiced everything, cozy vibes, etc.)
Focus on preparation and planning for the end of the year (holiday marketing, year-end sales).
Halloween themed content.
Winter (December)
Holiday content (Christmas, Hanukkah, New Year’s). Make sure your posts are fun and festive, but also stay true to your brand.
End-of-year reflections or countdowns.
Special offers for the holiday season or post-holiday discounts.
Final Thoughts
Seasonal content is an excellent way to keep your social media channels fresh, engaging, and relevant. Just remember: while you’re jumping on seasonal trends, it’s essential to stay consistent with your brand’s values, voice, and message, and you don’t need to jump on EVERY trend. With the right balance, seasonal content can be a fantastic tool for small business owners to engage their audience and grow their online presence throughout the year.
Need help creating seasonal content that stays on brand? I’ve got you covered!
Let’s chat about how we can plan and implement seasonal content strategies that work for your business.
Dani x
