While others retreat, strategic marketers advance.

Every summer, the same predictable drama unfolds across Washington: packed rooms echo with tumbleweeds, calendars turn into out-of-office replies, and inboxes get a little quieter.

For many B2G marketers, this seasonal rhythm signals time to pull back, reduce spend, and join the great summer hibernation. But summer isn't a dead zone; it's a goldmine for marketers who are smart enough to recognize it.

While your competitors are busy setting up their out-of-office messages, you have a unique opportunity to capture mindshare, educate new stakeholders, and position your solutions as the obvious choice when decision-making accelerates.

Here's why this matters more than ever: Government personnel turnover is at historic highs.

New faces are cycling into key positions, bringing fresh perspectives, but zero brand awareness. Meanwhile, incumbent decision-makers are using these quieter periods to research, evaluate, and plan for the fiscal year's final sprint.

If your current and future buyers don’t know what you offer, or forget what makes your solution relevant, you risk losing momentum just as decision makers head toward the end of the fiscal year.

(And for more information on the winning mix of format, channel, and messaging, download The Content Equation.)

5 Proven Strategies for Summer B2G Marketing Success
 

1. Transform Your Greatest Hits into Summer Blockbusters

Your highest-performing content from earlier this year isn’t exhausted; it's waiting for a second act.

Identify your top blog posts, white papers, or webinars and repackage them into new, low-lift formats. Think highlight reels, infographics, or short newsletters that break down key takeaways. These repurposed assets can help you engage an audience that might only have a few minutes to skim or scroll while on the go.

Tactics that work:

• Turn your most-downloaded white paper into a 3-part video series (because who doesn't love a good trilogy?).
• Extract the top 5 insights from your webinar into an interactive infographic.
• Create "Summer Reading" digestible versions of longer reports.
• Develop quick-reference cards that busy professionals can save to their phones.

2. Master the Art of Micro-Content 

With your target audience often traveling or multitasking, make content easy to consume and share. Smart B2G marketers are winning with content that delivers maximum value in minimal time. Consider creating content snacks, like "Top 3 Takeaways" lists from longer assets or turning a popular report into a podcast episode.

The goal: Give them value in under five minutes.

Tactics that work:

• Short solution explainers that answer "What does this actually do?" (without the usual 47-slide deck).
• "Did You Know?" fact series highlighting lesser-known capabilities.
• Quick wins content showing immediate implementation benefits.
• Myth-busting posts addressing common misconceptions.

(Nearly half of all government officials spend 15+ minutes a day scrolling social feeds, and 28% view LinkedIn as their most trusted social media source for work-related content. For more information on crafting messages that resonate, download Cracking the LinkedIn Code.)

3. Strategically Refresh Your Digital Presence

Now is the time to audit your Q3 and Q4 digital advertising strategy.

Consider updating calls-to-action to reflect new fiscal-year priorities or end-of-year planning needs. Use retargeting to stay visible with those who engaged earlier in the year, and test lighter-touch ad formats to reach passive browsers.

Your summer digital audit checklist:

• Creative relevance check: Do your ads reflect current agency priorities, or are they still referencing initiatives that have been put on the back burner?
• Audience refinement: Are you targeting new roles that have emerged post-reorganization? (Spoiler alert: there are always new roles)
• Message alignment: Are you still meeting your buyers where they are in the purchasing cycle?

4. Leverage a "Glow-Up" for Your Content

Your best content doesn't need to be put out to pasture. A content makeover can breathe new life into proven performers while saving significant resources (and your sanity).

Tactics that work:

• Update statistics with the latest government data.
• Add recent case studies or success stories that prove you're not just theoretically helpful.
• Incorporate new regulatory changes or policy updates.
• Modernize design elements for better mobile consumption.
• Include "Summer 2025 Update" sections for immediate relevance.

It’s a cost-effective way to stay active without having to start from scratch.

5. Build Your Fall Foundation Now

Summer consistency creates fall momentum. While competitors scramble to rebuild awareness in September, you'll already own mindshare with key stakeholders.

Maintain a steady drumbeat of content. Regular, valuable touchpoints build familiarity and trust that translate into more effective procurement conversations.

Ready to turn your summer strategy into fall success? The best time to start was yesterday. The second-best time is right now. And if you're reading this on a beach somewhere, well, at least you're thinking about the right things.

Only GovExec provides the competitive intelligence, market analysis, and audience insights you need to make every marketing dollar count. Ready to learn more?
Contact us today!