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Content Marketing

What Is Seasonal Content And Why Is It So Important?

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.

 

Research trends

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.

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5 Great Reasons To Set Up An Editorial Content Calendar

Your organization, like ours, probably already has a marketing budget and a marketing strategy. Great to have, as that keeps your company on message and working within established parameters.

But you also need a way to coordinate the social media portion of your marketing efforts. The central idea of the editorial content calendar is to allow the creation of workflows for social content, plot them on a calendar, and manage all the writing, editing, publishing, and distribution in one place.

Here’s what an editorial content calendar can provide:

1) A guide to organize and manage your content
2) A plan to distribute this information across all your social marketing channels of communication
3) A way to hold individuals and/or departments accountable for their roles in content production and promotion
4) Verification that you’re producing content aligned with your overall strategy
5) A tool to assess resources and explore methods to fill gaps in your social media.

The format of your calendar will depend on your organization and how you access shared documents. A Google Sheet or Excel spreadsheet can serve nicely.

At FocalPoint, we discovered that once we determined our marketing strategy, we had also laid the foundation for our editorial calendar. The goals aligned together nicely. For instance, we established several key core topics we want to “own” through SEO keywords. Then we mapped out various ways to enrich those keywords and phrases on social media to drive traffic and awareness. You could map this out by quarter, by season, or (depending on your business model) around new product introductions.

For example, if you’re gearing up to introduce a new gizmo, you (or your marketing department) may be creating articles to promote the introduction and drive audience interest. After the introduction, you will likely have post-event content (photos, new data, videos, testimonials) to share on social media. Using an editorial calendar, you can track where you shared what, and keep the key themes of your introduction in sight. This keeps all your printed content, blogs, facebook shares, Tweets, Snapchats, etc, aligned with your overall marketing objectives, and working toward a common goal.

Once you’ve mapped out your calendar, you can scheduled your social media and begin to see how to team what you post alongside your overall marketing program.

We’ve learned that you can’t plan for everything in advance, and really, you shouldn’t. The beauty of social media is how up-to-the-minute it is. In addition to having fixed marketing pieces, you can use the calendar to publish other content, as needed, to respond to breaking news, new data, updates, and anything else important that comes into focus. Your calendar should always feel like a work in progress.

We’ve found that an editorial calendar is among a content marketer’s most useful tools. It makes every part of marketing communication easier and more organized.

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Short. is. in.

Less is most definitely more these days.

Short attention spans are in evidence everywhere.

To stay connected to your audience, you’ve got to be brief. Your points crisp and concise.

This applies to meetings, presentations, advertising, emails, Tweets, web sites, and memos.

Short is not only the new black, it’s the only way to be heard over instant communication.

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