Summer content has a different job. Travelers are not just dreaming anymore. Many are actively planning, already in market, or looking for one more stop to add to the day.
That means the best summer content should do two things:
- Inspire interest
- Help people act
At BH&B, our summer content approach is built to reduce friction, support in-region decisions, and help visitors make the most of their trip.
What BH&B Focuses on in Summer
Our summer content is designed to help travelers answer practical questions quickly.
We prioritize content that helps visitors:
- decide what to do next
- find easy add-ons
- connect one stop to another
- build around events without stopping there
- stay longer and explore more of the region
That often means leading with:
- Family-friendly attractions
- Scenic drives and route-based discovery
- Parks and monuments
- Events and trip extenders
- Lodging and basecamp logic
- Planning tools like maps, openings, and visitor info
What Summer Content Looks Like
In practice, that shows up across BH&B content in ways that are useful, timely, and easy to act on.
Examples include:
- monthly feature blogs
- itineraries
- event reminders and timing content
- community spotlights
- Things To Do features
- lodging content
- maps and trip-planning tools
- seasonal opening and closing date reminders
- visitor information and trip basics
The point is simple: show travelers what fits and what comes next.
What This Means for Your Business
Your content does not have to do everything. It just has to help a visitor make one clear decision.
Strong summer content from member businesses should help travelers understand:
- why to stop
- when to stop
- how it fits into the day
- what it pairs with nearby
Instead of only promoting what you offer, show how your business fits into a real trip.
How to Apply This in Your Own Content
Use your content to make planning easier.
Focus on:
- Trip fit: Where do you fit in the traveler’s day?
- Proximity: What are you near?
- Convenience: What should visitors know before they arrive?
- Timing: Why does this make sense right now?
- Add-on value: What bigger stop, event, or route pairs well with your business?
Helpful details to highlight:
- hours
- reservations
- location
- parking
- family fit
- weather-friendly value
- indoor or cool-down appeal
- evening or before/after-event relevance
Easy Content Angles to Try
If you need quick content ideas, start here:
- Before you head to ___, stop here for…
- Add this to your Rapid City day
- Cooling off after a day of sightseeing?
- An easy family add-on near ___
- Make this part of your scenic drive
- Staying nearby? Here’s one more stop
- In town for [event]? Add this to the plan
- A good lunch stop between ___ and ___
- One easy way to extend your day in ___
These angles work because they help travelers place your business into a real plan.
Use BH&B Content to Support Your Own
BH&B content can also help guide your own marketing.
If we are featuring:
- your town or region
- a nearby attraction
- a seasonal activity
- a major event
- a planning topic that supports your audience
you can use that momentum.
Practical ways to do that:
- re-share BH&B posts that fit your audience
- build your own post around the same traveler need
- connect your business to the destination story already in market
- use BH&B planning themes to shape your weekly content
Download the Summer Tools
To make this easier to use, we are also sharing three months of planning resources:
Use them to:
- see what BH&B is emphasizing this season
- align your own content with current traveler behavior
- plan ahead around major themes, events, and trip-building moments
- spot opportunities to tie your business into the broader regional story
Final Takeaway
Summer content works best when it helps travelers do something.
If your content helps a visitor:
- make a decision faster
- understand where you fit
- add one more stop
- feel more confident about the trip
...then it is doing its job.