PvP content that only a tiny portion of the player-base are interested in.
How to get your hands on over-priced merchandise
A new or returning campaign to get people back for 4.4.
The new trailer for the latest patch or a live letter.
A ton of promotion for non users to get information out there about the game that most casual players already know.

i.e. not much new, maybe some 4.4. stuff. Business as usual. It's all quiet til Fanfest.