Prepping Your Content Strategy to Meet Seasonal Needs

Is your approach to digital marketing mindful of the seasons and holidays? Today, every successful content strategy must factor in the inclusion of timely and relevant information. An "evergreen" approach to content, one where time cannot make posts seem dated, is not the only strategy. Smart approaches recognize the value of evergreen posts while using opportunities to tap into time-sensitive search queries. 

How can you prepare your strategy to capture seasonal traffic effectively? There's good reason to make the effort: almost 60% of online buyers worldwide spend, at minimum, a little more than usual during special seasonal times and holidays. Some 17% of those buyers spend substantially more—and that's a pie chart from which you'll surely want a slice. 

Define Your Goals 

What do you want to accomplish by tapping into seasonal content? All good strategies start with the end goal in mind. Otherwise, how can you figure out how you'll get there? You might define one or several goals, such as:

• Driving more sales during a holiday period.
• Running a special seasonal promotion (e.g., a summer sale).
• Promoting awareness of brand activities around a significant event.
• Showcasing a brand's involvement in a seasonal social cause (e.g., celebrating February as Black History Month in the United States). 

From here, you can drill down to more specific targets, including numbers—but the big picture comes first. 

Think Beyond Christmas 

When most people think of seasonal content, they zero in on the end-of-year holidays such as Christmas. It's a valuable time indeed. Even B2B brands see increased engagement with ads around the holidays. For example, LinkedIn reports more than an 18% increase in ad clicks. However, it is not the be-all and end-all of seasonality. Don't limit yourself. Think big instead. Seasonal content can tie into monthly promotions, the changing seasons, and even major sports. Spend time exploring what seasonal opportunities offer the strongest tie-ins for your brand.

Start Your Research and Planning as Soon as Possible 

Don't wait until the event or seasonal shift you want to target rapidly approaches on the calendar. Provide enough lead time to avoid a scramble and ramp up toward seasonal posting. You should have a good sense of what you want to accomplish—including what content types you'll need to produce—long before the event arrives. This approach provides ample time for competitor research, exploring what keywords to choose and, of course, the production of the content. 

Prepare for a Unified Seasonal Drive Across All Your Channels 

Your seasonal content strategy can't focus solely on one channel, such as your blog or one of your social media pages. The most potent approach delivers a unified message across all your channels—socials, blogs, website, and email lists. Not only does such an effort reinforce the unique seasonality of the event, but a consistent approach over time keeps users engaged and interested in what comes next. 

Periodically Give Your Seasonal Content a Refresh 

You don't need to discard seasonal content every year. For example, the year-end retrospective is a format that consistently performs well. Likewise, a blog that considers trends in your industry for the year ahead can also prove useful. Over time, you can revisit these blogs, updating and refreshing them with new info and more relevant keywords. Always look back to old seasonal content as you develop a strategy for the next year. Check your data and see which pages performed best, then explore how you could give them a new lease on life. 

Don't Overlook the Power of a Proper Seasonal Content Strategy 

With so many opportunities throughout the year to tap into consumers’ seasonal searches, it's important to zero in on those representing the best brand value. Don't miss out on all the extra spending around seasonal events when even B2B brands can get in on the action. Combine that with a content strategy that intelligently incorporates timely keywords and taps into subjects readers and buyers want to see, and you have the makings of a recipe for success.