It’s summertime, and if you’ve planned ahead, your marketing should already be in motion. Social posts are scheduled. Email campaigns are running. Website banners are up. In high season, you shouldn’t be creating content on the fly — you should be capturing it.

This is the season to stock your shelves.

Capture Now, Use Later

When your business is buzzing and customers are flowing, it’s the perfect time to gather the kind of real, authentic content that’s hard to fake later:

• Photos of happy customers
• Video clips of products or services in action
• Behind-the-scenes moments
• Seasonal storytelling — how summer feels in your space

All of this becomes future marketing gold, ready to be shaped into emails, social posts, videos, and more when things slow down.

Start Building Your Content Library

Every business needs a central library of content

Just like you’d have a bookkeeping system or client list. Think of it as your marketing pantry.

Here’s what to save and organize:

• Finished blog posts and newsletters
• Testimonials and customer stories
• B-roll and raw video clips - capture and organize.
• Images - Get good at Air dropping photos.
• Frequently used phrases or brand messages

Pro Tip: Labeling folders, I use a 4 digit system that keeps all my content organized by year and then month. I may add the date if I have a lot of content that month.

I begin every file with this code: ex: this article is  2506 09 Content is Gold. The year 2025( I dropped the 20), the month is June, and the date is the 9th.  All my files line up by year, then month, and date (leave a space). Our seasonal business cycles make content retrieval easy with this simple tip.

Repurpose What You Already Have

A single piece of content should never do just one job. Get more mileage by reshaping it:

• A blog post can become: a short-form video, 3 Instagram posts, and a newsletter
• A customer testimonial can become: a quote graphic, website social proof, and a video overlay
• A product how-to can become: a Reel, a carousel, and an email tip-of-the-week

💡 If you’ve taken the time to create something valuable, use it again—and again. Ex: This Newsletter post will be emailed, on the website as a blog, posted on FB, IG, LinkedIn, and 3-4 short videos for Meta Reels, YT Shorts, LinkedIn, and TikTok.

Stay Organized to Stay Ahead

Content works hardest when it’s well-managed.

• Set up folders (Google Drive or Dropbox works fine) with consistent labels
• External drives because this will take up a lot of space.
• Create a simple “ready to post” folder for busy weeks when you don’t have time to create

Good organization = faster publishing and less overwhelm later. Ex: My client shoots produce 20-50 good quality shots & videos. They are fuel for posts scheduled out for 6 - 8 weeks. I don’t have to thinks about it for 4-6 weeks.

Final Thought: Content is Gold

You’re already putting in the work—talking to customers, running your business, solving problems. That’s the real story. All we’re doing is capturing it, organizing it, and repurposing it so that your brand keeps speaking—even when you're heads-down running the show.

Create it once. Store it smart. Use it again and again.

If there is a topic you’d like to hear more about, by all means, comment below or direct message, and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike, I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold

Master Creator

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