Seasonal Marketing: The Best Strategy
Evergreen content and seasonal content are two very distinct forms of content. Both are critical components of your marketing strategy, but because evergreen content is not tied to a specific event in time, it can be published and re-posted whenever works best for you. It will never stop being useful to your community.
Seasonal material, however, is more "on trend." It's relevant, specific, and can drive a lot of traffic to your website within a short period of time.
But why exactly is seasonal content marketing important? How can you use it to generate traffic? Let’s explore!
What Exactly is Seasonal Marketing?
Seasonal content marketing is built around a specific event or celebration. Often, content strategies will have these industry-specific events threaded into the calendar.
For example, if your business sells organic, sustainable products, you might want to create several blog posts, infographics, and social media posts commemorating Earth Day (22nd of April).
However, it’s not just about getting in on the trend. It’s important to make your seasonal material deeply informative, enjoyable, and interesting. Always think about what your audience is getting from your content - do they really have something to gain by reading this?
You’ll find that there are two types of seasonal marketing:
Event-based seasonal marketing, that focuses on a specific celebration like Christmas or Thanksgiving
And time-based seasonal marketing, which is associated with the four seasons, like “10 Best Things to Do When It’s Snowing Outside” (yeah, that was a pretty awful example, sorry)
How to Use Seasonal Marketing in Your Content Strategy
Check out all notable dates online via websites like Days of the Year. It’s irresistibly sweet and will give you all of the events you can use for your seasonal marketing.
October is a great time to sit down with a cup of tea and go through all of these dates, adding them to your content strategy or editorial calendar. I’d advise you to only pick those which are relevant to your brand, though it’s tempting to add a whole bunch as content prompts. Your pick!
Quick tip: add these dates to your calendar so you don’t miss out, and use any spare time to create content in advance. You could even schedule your content for each of these dates. But let’s be honest, who’s got time for that?
Using Keywords for Traffic: Seasonal Marketing
One important aspect of content marketing is keywords. You can use websites like WordStream or Keyword.io to find keywords for free. Just type in the keyword you’re interested in, and these websites will give you a list of adjacent keywords you can work with. This will allow you to reach the right audience, and appear in relevant search results.
My tip here is to go with keywords that aren’t very competitive, but have enough searches to be worthwhile. You can see how competitive keywords are by checking out their monthly search volume. As your topic focus, use the best keywords you've researched. Then, make sure you’ve got 3-5 extra keywords dispersed in your blog post.
The Benefits of Seasonal Marketing
Using seasonal marketing for your brand can help your business in quite a few ways.
Be relevant to your customers
You can attract people to your business and keep current consumers engaged by being aware of current trends + what your customers and leads are interested in.
Showcase key services and/or products
When it comes to advertising your business, linking your products or services through seasonal content marketing is critical. It can allow you to showcase your offering in a way that is relevant to your audience at that exact time. For example, if you sell posh cutlery, what better time to showcase your products than Christmas?
Increase your reach
A strong digital presence is critical for building a successful brand. When people read your material and find it useful, they will be drawn to your brand. This could lead to a few different things:
Your readers may want to share the content, which will extend your reach to their circle
Your readers will be enticed to click on the anchored links on your blog post, which you can choose to redirect to your offering, or other parts of your website/content
Your readers might be attracted to any Calls to Action (CTAs) on your blog post, which will give you the opportunity to get them to perform an action
Feeling enlightened? Or frightened?
Hey, so, hopefully, you’re now feeling enlightened when it comes to seasonal marketing. However, if you’re feeling overwhelmed, feel free to reach out. I’ll gladly answer any questions or help you out!
I also write seasonal blog posts for my clients on the daily. I will:
Perform comprehensive keyword research around your brand
Generate relevant topics, whether they be seasonal or evergreen
Write brilliant blog posts that will engage your audience and generate clicks
And even create complete content strategies for some guidance when it comes to topics.
Let’s talk! Book a quick call with me today.
