Strategic flighting — or staggering — of your media schedule can extend the life of your marketing and give you a bit of a breather, without losing momentum.
A flight can be defined as the length of a campaign. It can be a week, a month, or several months, with bursts of media activity specifically targeted to peak days and times of year when you generate your greatest sales and visibility. It is common to have many flights during the year, interspersed with periods of lower intensity.
During the low periods, you still should maintain a consistent, but less aggressive, presence. That can be a great time to repurpose and share existing content; for example, creating "roundup" articles, slideshows, podcasts or e-books that consolidate information in a fresh way.