Let's talk about summer.
Why it doesn't have to be a wasteland, a case study on the Met Office's digital transformation and what Google AI means for publishers.
This week I’m busy launching my new programme asking marketers and business owners to come Learn SEO With Me this summer. Something I’m excited for, but if I’m honest, a little apprehensive about too.
Not about the programme itself, which I’ve loved creating. It’s been one of those rare projects that I’ve poured myself into, yet has filled my own cup at the same time.
What I’m nervous about is launching something that begins in July.
You see, “the summer” in business has always felt like a sticky time. In pretty much every corporate role I’ve worked in, it’s always been a bit a wasteland. Where emails sit unanswered and days are spent playing phone tennis trying to catch someone between them being in Spain, and you heading off to Cornwall. Your usual forecasting and sales meetings go ahead of course, but no one has much to report and almost every deal gets a “Waiting” tag applied.
And generally? We’re fine with that.
Business slows down in the summer. People take holidays, or are off with their kids. It’s expected, understood. It’s okay to take our foot off the gas. It’s summer after all!
But every September, there is a feeling of panic and in my experience that panic arrives quickly. Suddenly, after a quiet start to Q3 (“don’t worry, it’s summer!”), there’s a mounting pressure to make up the pace. To hit Q4 targets, despite your pipeline being drier than your grass during the inevitable hosepipe ban.
Within marketing and commercial teams, we’re usually left floundering wondering how to get back on track. Confused about what we should be focusing on. Which often means we end up prioritising short-term tactics to boost vanity metrics like website traffic or views, while ignoring the campaigns and consistency that would fill up our pipeline long-term.
Which takes me back to my original thought: is it ridiculous to expect people to join a programme that happens in the summer?
The jury is still out on this one - I’ll certainly let you know 😉
For now, I’m continuing to plow ahead.
You see, this summer is a pretty special one for me. It’s the start of my “returning to work” after a year away prioritising looking after a little human. Which means that I’m feeling revived, excited and have that “back to school” feeling that we associate with September.
And even if I don’t sell as many seats on the programme as I wish, if there’s one thing “the summer” needs in my opinion, it’s energy. The idea that July and August don’t have to be wasted months. Yes they should be enjoyed, by all means. But isn’t there still enough space within those months (and especially if your client work slows down) to make a difference?
Whether it’s simply deciding to continue writing your newsletter over the summer, or committing to regular Instagram content. It might be that you use the summer to plan and schedule some content to send out ready to hit September running. Or that you use the summer to, dare I say it, think about your Christmas campaign, or end of year targets. Or yes, even join a course like my one, that would set you up with a new skill and a content plan to execute on come September.
Whatever it is that would feel achievable for you this summer around your life, children, pets, travel or relaxation, I urge you to find it. Because come September, the small step you take over the next three months could relieve the feeling of panic and set you up for a blinding finish to the year. One that you undoubtedly deserve.
Want some accountability? Hit reply and let me know what you’ll be working on this summer 😉
Yours, dreaming of summer in a glass (ice cold rosé over ice),
Beth
Interesting links 📖
I enjoyed this report from Econsultancy on the “race for digital skills”. Top takeaways for me:
Evolving and learning new skills was marked as “key” for the majority (83%) of organisations in ensuring they can meet customer and business needs
Two thirds of senior executives say that their learning & development programme lags behind the needs of the organisation when it comes to digital skills
Only 27% of executives say that their businesses have the digital skills necessary to accomplish their goals
Loved, and very grateful to have inspired, this post from marketing expert Suz Bird on how to find productivity and focus (in your own way) as a freelancer
Interesting new research on gendered critiques that women in leadership positions hear most
Fascinating overview of Google’s new generative AI tool Bard and what it means for publishers from someone who was invited to try it out 🤯
Super interesting interview with digital marketing head Simon Swan on how he transformed the Met Office with digital-first thinking and, importantly, different methods he used to get internal involvement and buy-in
Did I mention you can learn SEO with me this summer? 😉 get all of the details and sign-up here
Thanks for reading ❤️
Hi I’m Beth 👋 I create content and SEO strategies that help companies to grow organically. I’ve ran marketing and teams for startup and scaling companies like ScreenCloud, Growyze, Countfire, Blueprint (acquired by Klaviyo 🚀) and Eventbrite. I’m also a mentor to marketers looking to grow and have fulfilling, financially rewarding careers.
You can find out more about what I do on My website or Built by Content.