Is it possible to stay relevant?

Many organizations experience periods of time each year when they have too much relevant content to share on social media and not enough hours in the day to push everything out. But what about when it’s an off time for your brand and you find yourself scouring the Internet to come up with creative content?

Find ways to connect

If your brand isn’t top of mind, what is? And how can you connect yourself to those things without forcing content that doesn’t fit? Research the topics your audience is interested in besides your brand, as well as the events happening around you, and look for ways to unite the two.

Choose the right channels

Don’t be afraid to try new things. While you’re keeping up with posts and engagement on the platforms you work with frequently, use the time you have to experiment with new channels. Think of creative ways to test one or two with different content ideas while building your audience. You may find a new space to promote your brand during your high-traffic time, which can also help disperse your overabundant content.

Remind your fans why they like you

Have you posted great content in the past year such as photos that your fans loved? If it has been a significant amount of time since you last shared that great content, let your fans relive those memories. Yes, many groups share a #TBT each Thursday, and it might feel like posting your own isn’t creative or different – that’s OK in some instances. You don’t always have to jump on the bandwagon when a new hashtag becomes popular, but you can stay top of mind by using one that has stuck.

The answer to the question (yes, there’s an answer) is that your brand can remain relevant if you let it. There are people out there who want to hear from you, even during a time when you may feel differently. By looking for new ways to share old content and relating to current events, you’ll keep your social media platforms active during non-peak times and remind your fans why they connected with you in the first place.

Jess Owens (@JessOwensMKE) is the marketing and public relations manager for Milwaukee World Festival, Inc., which manages Summerfest.

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