Websites are in a constant war for search result rankings, traffic, leads, sales and ROI. All of us are always thinking of news ways to produce innovative content, whether it be through blogs, tutorials or step-by-step guides, businesses need to avoid falling into a rut with unoriginal content.
As a business, it’s important you constantly keep on top of the latest industry trends and the creative ways you can engage your target audience.
One way to keep ahead of your competitors and to continue creating interesting copy is through seasonal content. If executed professionally, seasonal content can be an excellent marketing strategy for brands.
What’s Seasonal Content?
Content is seasonal if it’s based upon a specific event, time of the year or upcoming holiday. It can be time based (month-by-month, summer, winter etc) or event-based (Christmas, Easter, New Year etc).
This doesn’t mean you should start writing about the best places to buy Easter eggs and winter coats, the seasonal content should be related to your industry. For example, a legal firm could produce content on trending crimes at specific parts of the year.
1. It makes your content highly relevant. It’s a way to mix up it up a bit and create content that is highly useful to your target audience by adding value for them.
2. Content that is based around seasons is more helpful too – since the season is likely to be at the fore-front of their minds.
3. It keeps you current – producing copy that is meaningful highlights to your audience that your alert.
Top Tips for Seasonal Content
Steer Away from Cramming
Avoid too many corny clichés that don’t serve any purpose. Whilst seasonal content should be season based – it doesn’t mean your content needs to be littered with references.
This one’s a given, you need to time your content to be published at the optimal time.
Not too early that the seasonal content is not yet relevant, but not to late that when your content is published it’s lost within your competitor’s.
If you’re producing a series of seasonal content, then begin with “light” content first just to get people paying attention and interested. Keep your greatest content until you’re sure you have a captured audience.
Focus on Your Brand
Don’t think about how the season fits in with your content – but how your brand / services / products seamlessly fit in with the season.
For example, web designers could produce content about the important of Christmas-orientated landing pages for restaurants to encourage bookings.
It’s Down to You
Keep an eye industry trends and produce content that will raise your visibility.
As summer has come to an end, many businesses will be thinking about Christmas and how they can use the popular season to benefit their brand.
Is seasonal content a valued part of your marketing strategy? Let us know in the comment section below.
Why not check out our Digital Marketing Terms Glossary?
About the author:
Marie Harwood is a Digital Marketing Assistant at Different Gravy Digital, Hale, Cheshire.
Different Gravy Digital are a full service Digital Marketing Agency operating in the Hospitality & Leisure, Financial Services, Legal & Property sectors. Products and services range from; 3D & 360° Tours, Website Design & Build, Social Media, Video Production, Search Engine Optimisation (SEO), Content Creation, Email Marketing, Online Feedback / Review Systems and Paid Advertising (Google, Bing and Social Media).
0161 706 000
120a Ashley Road, Hale, Altrincham, Cheshire, WA14 2UN