Businesses that are committed to long-term success are constantly reevaluating their branding strategies to keep current with evolving trends, ideas, and the passage of time, In the fast-paced online world, hot concepts can become obsolete within a matter of days, as the constant influx of newer information ultimately commands the attention of online audiences.
As a result, businesses are often at a loss at how to best procure a steady stream of incoming traffic, in addition to the associated leads and shares resulting from that traffic that can markedly influence sales and profitability,
While businesses undeniably keep a close eye on the latest trends, few take into consideration the importance and efficacy of implementing seasonal content within their marketing campaigns.
To explain it best, seasonal content is thematic, based on the latest goings-on in society, and is typically inclusive of trends associated with the season.
Examples of occasions to use seasonal content include the following:
- Holidays such as Halloween, Christmas, and Independence Day
- International holidays such as Cinco de Mayo
- Local or regional days of significance
- Major media events such as the Emmy Awards, the Grammys, or the Oscars
- An upcoming major event of particular interest to the business and/or its audience
- Black Friday
- Cyber Monday
- Back to school – the days leading up to school going back into session after the summer break
The array of various occasions listed above are not linked in any meaningful way, other than the fact that each distinctive occasion presents an abundance of opportunities for businesses to create seasonally themed content.
Each and every opportunity businesses encounter to create seasonal content is of immense value, as it enables them to organically reinvigorate their content marketing campaigns, adding a freshness and allure that is enticing to readers.
Due to the enormous wealth of information, news, and content that fundamentally redefine collective reader trends, businesses often lose readers to other organizations that may have content that is more interesting, more unique, and more up-to-date with current societal trends.
Thus, businesses faltering in their content marketing campaigns are given a crucial opportunity through creating seasonal content to turn the tides, recapture lost readers, reinvigorate a stale site, and ultimately catapult the business back into the limelight.
As a business striving to remain competitive and relevant in today’s highly saturated market, the need for consistent campaign strategy is paramount, with innovation leading the way in capturing (or recapturing) your audience’s consistent interest.
Inarguably, the creation of branded seasonal content yields the most important benefit of holding and maintaining audience interest by incorporating variety and originality within your content. Additionally, using seasonal content makes businesses distinct from their competitors and adds a humanizing element to their brand,
How to Implement Seasonal Content
Seasonal content need not be limited to text articles. Instead, seasonal content can be incorporated in a variety of imaginative ways that can intensely capture the interest of readers. Consider using colorful infographics or even step-by-step guides relating to that special day that many people might not be acclimated with.
For example, Cinco de Mayo festivities are well known in Florida, Texas, California and an array of other states. However, those living in the New England area might not have the faintest clue about what it is, what it means, and why people care about it.
However, it’s important to note that you need to proceed cautiously before hastily foraying into seasonal content marketing. Businesses need to be in tune with their audience and their associated interests, and ultimately ensure that the seasonal content being produced will be received well and will pique the interest of a majority of the audience.
- Know your demographic, their interests, and carefully consider the kind of content that will entice them
- Don’t jump on the seasonal content train just for the sake of it. A lackluster, generic article about Halloween does nothing but reduce your professional status and relevancy
- The efficacy of your seasonal content marketing relies largely on the type of business you have. For example, a candy store might make amazing, intricately detailed Halloween candies and showcase them on their site, while a grocery store might focus on its incredible pumpkin prices and their immense variety of Halloween-related treats for sale in the days leading up to Halloween
Businesses of any kind can effectively engage in seasonal content marketing. Even famed cosmetic company MAC seamlessly inserts their brand into special days such as Halloween and Christmas with specially designed eyeshadow and lip color palettes showcasing the colors of the season, along with different products to create a variety of looks.
In essence, there is a right way to incorporate seasonal content. When businesses don’t take the time, effort, and initiative to strategize and implement methods geared towards their specific audience and their interests, seasonal content can end up being a complete waste of time.
The right way to employ seasonal content is to consider the many aspects of your business – from its overall branding theme, the type of audience and interests that you have, and ultimately executing a creative and engaging plan of action that is not only advantageous but is memorable to readers and keeps them coming back.
The positives of taking the time to produce seasonal content far outweigh any possible negatives. Seasonal content is unique, up-to-the-minute, engaging, and exemplifies to your readers and the world that you aren’t like your competitors who are “all business and no fun.”
Among the most favored times to delve into seasonal content is Halloween, Halloween is a fun day for businesses to add humor and a sense of playfulness to their marketing campaigns. This is particularly advantageous if they are typically regarded as a more austere company. Thanksgiving, Christmas, and New Year are also excellent occasions to consider for future seasonal content marketing.
When crafting seasonal content, put your highest effort into being creative. Ditch the links and references this time, and create fun, innovative, and captivating content that resonates with your readers and ultimately renders you distinct among your peers and competitors.
Effective branded seasonal content will focus on your business and its brand, and the services and products it offers to your audience, Simply, tie your products and services into the season and/or special occasion of the moment, and you will be well on your way to crafting the remainder of your campaign to ultimately result in increased respect, visibility, authority, and sales.