Adding seasonal content – coordinating your message to align it with holidays, vacations, changing seasons, social or political events, and current trends – is important for your business. It shows you to be reactive or in touch with what’s going on, especially since many industries rely on the changing seasons, changing weather, holidays and other variations throughout the year to sell their products and services.
This is also important because it connects your target audience and user base with the various needs they have throughout the year. It also can send valuable refresh signals to search engines across social media, indicating you’re adding new content to your site.
As marketers at FocalPoint, we value the creation of both evergreen and seasonal content to connect long term and in the here and now with your audience. Because no decision your customer makes is made in a vacuum. Customer needs are time and season-based, just as businesses experience time-sensitive variations based on time of year.
So how can you capitalize on this?
Ahh, that is the real question, isn’t it? To make seasonal content relevant, it’s got to go live and get indexed in search before the buying bell curve begins its uptick. And that search engine indexation of content can take time. If you fail to plan ahead, chances are good that the opportunity to generate interest has already passed. Your competitor already took the lead, gaining attention and authority of users as well as search engines.
Plan ahead. Give yourself adequate time to fully research and create a unique piece of content that will stand out from the rest. Thinking three to four months ahead on big seasonal initiatives will allow you the time to research your competition and think strategically about when to post. And what to post.
Sometimes it can be great to buck trends. Other times, it’s a good idea to go with the (commerce) flow, plugging into established customer purchasing habits. Toward that end, Google AdWords is a useful tool. You can find search volume for keywords and segment data by month — and even location. Google Trends is also a helpful tool for planning around seasonal patterns and subject peaks.
With 2019 heading toward us like bullet train, it makes good business sense to brainstorm next year’s marketing cycles right now – with a nod to seasonal content. We can help.