As summer approaches, many of us are shifting gears. School’s out, family trips are on the horizon, and inboxes start to reflect the “out-of-office” wave. For those of us in the SaaS space, the question isn’t whether our customers are taking time off—how do we stay connected while they do?

Three, four, or twelve weeks of summer break can feel like a long stretch. Whether your clients are executives or decision-makers managing global teams, their attention span for business content doesn’t disappear — it simply shifts.

So, what does that mean for your marketing?

It’s an opportunity. While the business pace may slow, summer invites a different kind of engagement — more thoughtful, intentional, and often more personal.

Think about it: What makes you pause and open a newsletter while sipping your morning coffee on a deck somewhere peaceful? What makes you scroll past industry news or thought leadership posts on LinkedIn to click “read more”? That’s the mindset we need to tap into.

Last summer, I was juggling the joys of two energetic boys, a summer camp conveniently six minutes from home, and planning for the next quarter. That camp reminded me how structure, learning, and fun can coexist, and we translated that idea into our content philosophy. 

We focused on creating thoughtful social media content that drove organic traffic, kept our audience informed and engaged, and helped build new connections — all without disrupting the slower summer rhythm.

We shifted to asynchronous, high-impact content—no webinars, no roundtables, just smart, relevant messaging on the customer’s terms—and it worked. With concise insights and a clear voice, our clients stayed top-of-mind without overwhelming anyone’s inbox.