Everyone’s doing pumpkin spice everything, but there’s a way to join the party without looking like every other business…
So, you’re scrolling through Instagram with your morning coffee and suddenly every single business is posting about pumpkin spice lattes, Fall vibes, and cozy sweater weather?
Did someone flip a switch on September 1st and the entire internet turned orange?
Don’t get me wrong, there’s nothing wrong with jumping on seasonal trends.
Your audience is feeling those Autumn vibes too, and they want to connect with brands that get their current mood.
But the problem is that when everyone’s doing the exact same thing, your content gets lost in a sea of identical pumpkin spice-themed posts.
The solution? Learn how to ride the wave without drowning in basic content that makes you blend into the background instead of standing out.
The Basic Content Trap That Catches Everyone
It seems like every Fall, businesses panic because they see competitors posting seasonal content, so they scramble to create their own version of the same thing. The result?
A feed full of generic “Fall is here!” posts with stock photos of coffee cups and leaves.
This approach misses the point entirely.
Seasonal content isn’t about following a checklist of trending topics.
It’s about connecting with your audience’s current mindset while staying true to what makes your brand unique.
When you default to basic seasonal content, you’re essentially becoming background noise.
Your audience scrolls right on past your posts because they’ve seen the exact same message from five other businesses that morning.
And worse, you start to sound like everyone else, which dilutes the unique voice and personality that made people follow you in the first place.
The real challenge isn’t whether to join those pumpkin spice seasonal conversations. It’s how to do it authentically without losing what makes you different.
Why Your Brand Voice Matters More Than the Trend
Here’s something most entrepreneurs get backwards: they think jumping on trends means adopting the trend’s voice instead of filtering the trend through their own brand personality.
I mean, would you wear someone else’s clothes to a party? It might be trendy, but it’s just not going to feel right.
Your brand voice is your secret for standing out in crowded seasonal conversations.
Whether you’re naturally sarcastic, genuinely enthusiastic, refreshingly honest, or delightfully quirky, that personality should shine through every piece of content, including your seasonal posts.
Seriously though, if pumpkin spice is the conversation topic, your brand voice is how you contribute to that conversation.
A finance coach might talk about “budgeting for your PSL habit,” while a productivity expert could share “Autumn organization tips that actually stick.”
Same trend, completely different approach.
The magic happens when you take what’s trending and run it through your unique perspective, experiences, and expertise.
That’s how you create content that feels both timely and authentically you.
The Art of authentic Seasonal Content
Level 1: The Surface Approach (Basic) This is where most businesses land. They post a photo of Fall leaves with “Happy Fall!” and call it seasonal content. It’s safe, generic, and instantly forgettable.
Level 2: The Connection Approach (Better) Here, businesses connect the season to their audience’s experience. A financial planner might post about “Fall budgeting tips” or a wellness coach could share “cozy self-care rituals.” It’s more relevant but again, still predictable.
Level 3: The Authentic Integration Approach (Best) This is where your brand personality meets seasonal relevance in unexpected ways. You’re not just acknowledging the season, you’re weaving it into your unique perspective and expertise.
For example, instead of posting generic “cozy Fall vibes,” a business consultant might share “Why Fall energy is perfect for business audits” and include some specific tips for reviewing your systems before year-end.
Or a graphic designer could create “Autumn color palettes that actually work for brands” with design advice.
Your Brand Filter: 3 Questions Before Posting
Before you hit publish on any seasonal content, run it through these three brand filter questions:
Question 1: Does this sound like me or like everyone else? If someone covered up your logo and username, would people still know this came from your brand? If not, you need to add more of your personality. Like this post for example…if you know me, you know coffee is my thing. So pumpkin spice hits my mark.
Question 2: What unique value am I adding to this conversation? Trends are starting points, not destinations. What perspective, experience, or expertise can you bring that others can’t?
Question 3: Would my audience actually find this helpful, or is it just trendy? There’s a difference between riding trends and serving your audience. The best content does both.
Seasonal Content Strategies That Actually Work
The Expertise Angle Take any trending topic and filter it through your professional lens. A business coach might create “Goal-setting with Fall energy” while a social media manager could share “Autumn content ideas that convert.” You’re joining the conversation while also showcasing what you do best.
The Personal Experience Approach Share your genuine experience with seasonal changes in your business or life. Maybe Fall is when you do your annual business planning, or perhaps Autumn always makes you more creative. Personal stories cut through the noise because they’re uniquely yours.
The Problem-Solution Method Identify a challenge your audience faces during this season and offer your unique solution. For instance, if your audience struggles with staying motivated as daylight hours decrease, share your methods for maintaining energy and focus during Fall.
The Behind-the-Scenes Strategy Show how the season affects your business operations. Maybe you’re preparing for holiday rush, updating your workspace for more cozy productivity, or adjusting your services for Q4. People love seeing the real side of running a business.
Coffee Break: Making Trends Work for YOU
Let’s pause for a coffee refill, pumpkin spice if you like, and talk about something important.
You don’t have to jump on every single trend.
Seriously.
Sometimes the most powerful move is sitting one out because it just doesn’t align with your brand or audience.
I learned this the hard way when I spent an entire October forcing Halloween content that felt completely off-brand.
My engagement tanked because my audience could tell I was trying too hard to be something I wasn’t.
Now I pick trends that naturally fit my voice and skip the ones that don’t.
The goal isn’t to be trendy for trendy’s sake.
It’s to connect with your audience when they’re in a particular mindset or mood.
If Autumn makes your people feel cozy and reflective, create content that honors that feeling in your own authentic way.
Seasonal Content Techniques
The Subversive Approach Instead of following the crowd, gently challenge common seasonal assumptions. While everyone’s posting about “Fall productivity,” you might share “Why I give myself permission to slow down in Autumn.” It’s still seasonal but distinctly different.
The Educational Twist Use seasonal interest as a gateway to teach something valuable. A photographer might use Fall light to teach composition principles, or a nutritionist could use harvest season to talk about seasonal eating benefits.
The Community Building Angle Create seasonal content that brings your audience together. Ask questions like “What’s your favorite Fall tradition?” or “Share your best cozy workspace setup.” Use the season to foster connections within your community.
The Multi-Platform Strategy Adapt your seasonal content for different platforms while maintaining your core message. Your Instagram might show the visual side of your Autumn business prep, while your newsletter goes deeper into the strategy behind it.
When to Jump In and When to Sit Out
So when should you jump on the seasonal content train, and when should you wait for the next one?
Green Light Indicators:
- The trend naturally connects to your expertise
- You have a genuine, unique perspective to share
- Your audience is already engaging with this type of content
- You can add real value to the conversation
Red Light Warnings:
- You’re forcing it just because everyone else is doing it
- The trend doesn’t align with your brand values
- You don’t have anything new or valuable to add
- It doesn’t feel authentic
Yellow Light Cautions:
- You like the trend but need time to develop your unique angle
- It’s similar to your expertise but requires some creativity to connect
- Your audience shows mixed interest in seasonal content
Your Seasonal Content Action Plan
Step 1: Define Your Seasonal Personality How does your brand naturally respond to Autumn? Are you the cozy productivity type, the strategic planning type, or the creative inspiration type? Define this first, then let seasonal trends flow through that filter.
Step 2: Create A Trend Evaluation System Develop a quick checklist for evaluating seasonal trends. Does it fit your brand? Can you add unique value? Will it serve your audience? Having criteria helps you to make decisions faster and with more confidence.
Step 3: Plan Your Seasonal Content Pillars Instead of reacting to every trend, create 3-4 seasonal content themes that are in line with your brand. Maybe it’s “Autumn business planning,” “cozy productivity tips,” and “year-end reflection.” Then filter trends through these pillars.
Step 4: Batch Create with Personality Once you know your themes, batch create content that addresses them in your unique voice. This prevents the scramble that leads to generic posts and ensures everything feels authentically you.
The Long Game: Building Authentic Seasonal Presence
It’s not about individual posts performing well.
Instead, it’s about building a consistent, authentic presence that your audience can count on year after year.
When you nail your seasonal content approach, people start anticipating your unique take on trending topics.
They save your posts because they know you’ll have a fresh perspective.
They tag friends because your content sparks real conversations.
That’s the difference between jumping on trends and building a seasonal content strategy that actually works long-term.
You’re not just participating in conversations, but contributing something valuable that people remember.
The most successful small business owners I know aren’t the ones who follow every trend perfectly.
They’re the ones who consistently show up with their authentic voice, whether it’s pumpkin spice season or not.
They use trends as opportunities to deepen connections with their audience, not as desperate attempts to stay relevant.
So the next time you see everyone posting the exact same Autumn content, resist the urge to copy.
Instead, grab your coffee, think about what Fall really means for your business and audience, then create something that could only come from you.
Your audience doesn’t need another generic pumpkin spice post.
They need YOUR take on what this season means, feels like, and offers.
That’s content worth saving, sharing, and remembering long after the leaves have fallen.
Ready to “spice” up your seasonal content strategy?
Start by identifying one Autumn trend that genuinely excites you, then brainstorm three ways to approach it that showcase your unique perspective.
Your audience will “taste” the difference between authentic and basic from the first scroll.
You’ve got this!
Ready to “spice” up your content strategy? Download my Fix My Content Checklist and turn your bland posts into engaging content that actually converts!
