Your Guide To Seasonal Content Marketing
For most businesses, the holidays mean more revenue and more. According to Insider Intelligence, retail spending in the United States was $1.221 trillion during the 2021 holiday season.
In addition to the holidays, the seasons affect some areas; some seasons are more common than others. Gyms, health and e-commerce are some of the industries that have seasons.
If you work in an industry where seasonality is an important factor, your brand needs to be involved. Otherwise, you will miss out on a great opportunity to make a profit.
In this article, you'll learn why seasonal content is important and get tips to help you plan your seasonal content strategy for the year.
What is seasonal content?
Seasonal content focuses on topics, trends and events that occur at the same time of year. This type of content should reflect the lifestyle of your brand and the industry you are in.
For example, you are a health insurance company. In this case, it's important to provide helpful content during the Annual Enrollment Period (AEP), which is the time of year when someone enrolled in a plan can change plans or a 65-year-old can opt out.
Another example is e-commerce. Marketers can develop content for various holidays such as Amazon Prime Day, Labor Day, Black Friday and more.
If your industry is seasonal, it can help you plan your content calendar in advance and give you time to develop and implement. It helps index seasonal content in search engines and distribute it in newsletters. You can also create promotions for these times of the year.
Evergreen vs seasonal content
It's important to understand the difference between timeless content and seasonal content.
Evergreen content is a long-term game and is often always useful regardless of the time of year. One of the ongoing topics is "What You Need to Know About Peanut Allergy." It doesn't matter when you promote it, because people with peanut allergies suffer year-round.
A seasonal content topic might be "What you need to know about the flu in 2022," where you can talk about a particular year's flu season, symptoms, and other important information about a particular type of flu.
Seasonal content is essential that can go viral or generate quick engagement on social media, and green helps in the long game. Both are expandable, and we'll talk about them later.
Why is seasonal content important?
Done right, seasonal content can attract new people to your brand, increase engagement, and drive down your workflow or sales cycle.
Seasonal content also shows that your brand is relevant and up-to-date. A lack of seasonal content, especially when your industry could benefit from it, can mean your brand is outdated or irrelevant.
Get the daily newsletter that traders count.
advantages
Having seasonal content has many benefits to your overall marketing strategy, including:
- Allow your brand to promote something unique, e.g. B. A sale or presentation of another product.
- Educate your audience about important topics. Think about how to improve the health and wellness industry to start the new year with new healthy habits.
- Keep your existing customers loyal, especially when they know you have special offers at certain times of the year (like Amazon Prime Day). It can also bring new people into your sales cycle.
- Increase the number of referrals, especially if you have referral marketing as part of your strategy.
- Positive and emotional reactions from your audience (as below).
the challenge
Seasonal content also presents some challenges.
- For this, you and your team must be organized; Plan ahead and make sure content is developed and released at the right time for your audience to discover.
- There is competition in promotion. You need to make sure that your content stands out enough for people to see and click on it.
- Social media posts alone are not enough. All aspects of marketing, including email, blogs, videos, and anything else you invest in, should pay for this seasonal content.
- Set the right goals from the start. If you're trying to increase sales during the holiday season, dig into your data to find and promote your best-selling products, or perhaps sell bundles around seasonal events to celebrate them.
- be creative However, remember that regular vacations aren't the only thing you need to focus on. There are many other minor holidays that you can promote, such as B. Star Trek Day or National Dog Week.
How to find seasonal content that fits your brand
Here are some tips for identifying seasonal content topics to cover.
- Check out relevant trends or top hashtags on social media to find content related to your seasonal promotions.
- Check Google Trends to see if there's content that inspires you, or check out historical content.
- Gathering information about the target audience. Your content may not fit "We're all our target market"; so be specific.
- Use a keyword analysis tool like Semrush to find and analyze keyword variations.
- View historical data to see how your site's products, posts, or traffic have evolved over the past few years. You can find options that you can recycle.
- Check reviews or get feedback from your customers about what they want to see, and develop the copy.
Update seasonal content
You can also take advantage of seasonal content. Although not permanent, seasonal content from old indexed pages can easily be updated and reused to improve your brand.
Here are some tips.
- If your content efforts falter, review and analyze old content on seasonal topics and start developing ways it can help you in the future.
- As mentioned, stay tuned for this seasonal content. Start building your product and discover how seasonal content can help increase engagement and sales.
- Avoid adding dates to URLs around seasonal content. If you avoid the year or date in the URL, you can easily recycle the content.
- Release updated seasonal content as new content. You don't need to create a new page. Refresh the current blog post or page.
The opinions expressed in this article are those of the guest authors and not necessarily those of the researchers. The authors who work here are listed.
In the land of new search engines
Comments
Post a Comment