To write or not to write seasonal content? That is the dilemma of the 21st-century content writer.
And the response is…to definitely write topical content!
While we have established the importance of evergreen content, one doesn’t neutralize the other; they are both equally important and if you want to maximize your business’ results, you should incorporate them both in your content marketing strategy
You really can have the best of both worlds.
The truth is that, if used at the right time, seasonal content can do wonders. For instance, many American consumers use social media for shopping inspiration. In fact, 58% of American consumers admit that social media influences their holiday buying behavior.
So, integrate topical content into your content marketing and social media strategy and watch your business flourish.
What Is Seasonal Content?
Essentially, seasonal content is posted around a trend, a holiday, or an event. As the name suggests, seasonal aka Seasonal aka timely content is time-sensitive.
That being said, Seasonal content is perfect for capitalizing on a certain period and for catching your prospective buyers’ attention.
So, this type of content can be divided into two categories:
- Time-based: relating to a season or a month (back-to-school in September, January challenges like Veganuary or Dry January, and more)
- Event-based: around holidays (Halloween, Valentine’s Day, Christmas, and more) and events (Black Friday, Cyber Monday, and more)
Similarly, you could also produce content based on industry news and trends.
That being said, Seasonal content marketing only works if it’s relevant to your industry. For example, if you are making toys, there is no point in including Valentine’s Day in your seasonal content strategy as this holiday would be a more productive period for a chocolate or flower business. However, by writing Seasonal content around holidays like Christmas or Easter, your business’ chances to boom increase.
So, while the first mistake would be to ignore holiday marketing, the second one would be to try to do everything. You will not create viral content all year round. Instead, your content marketing strategy will end up looking like a badly decorated Christmas tree.
4 Reasons why you should create Seasonal Content?
Seasonal content is often criticized because it doesn’t have a long lifespan. However, no one will produce this type of content in order to position it as cornerstone content or for it to be timeless.
Nonetheless, this type of content has its benefits.
1. Generates Buzz
Timely content is a great and fun way to switch up your content and surprise your audience.
More specifically, Seasonal content proves that you stay up to date with industry news, but also that you create content with your audience in mind. It essentially shows that you care about your audience.
Besides, content that is Seasonal is bound to create more buzz and drive in a lot of traffic (for a quick period) during certain times of the year.
For example, in America, 21% of the year’s flower spending in 2017 happened two weeks before Mother’s Day. So, naturally, that was an excellent period for related content.
2. Increases Sales
Truth be told, people usually spend more during the holidays. With presents “for him” and “for her”, gifts for parents and friends… the holidays are the best time to inform your audience about your best products or services.
However, the fact that people are prone to purchase more during certain holidays doesn’t guarantee you that they will. Hence, you need to build your holiday marketing strategy based on analytics and tailor it for your target audience.
Having said that, a well-crafted round-up of your best products from the past year or a gift guide could persuade a potential buyer to make that purchase.
3. Positions as An Opinion Leader
Seasonal content may not be timeless, but it can still position you as a thought leader in your niche. By keeping up with industry news and adapting your content according to them, you are gaining both credibility and authority.
Yes, news pieces are ever-changing hence they quickly become old or irrelevant, but keeping up with them should still be a priority.
That being said, informing your audience about industry news and offering your readers solutions to newly emerging problems will position you as a trustworthy source. After all, 81% of consumers make a purchase only if they trust the brand.
4. Can (Sometimes) Be Reused
We weren’t lying when we said that seasonal content isn’t timeless. However, in some cases, it can be reused.
For example, gift ideas lists can be linked in the following years before you publish a new article with gift ideas. Similarly, you can produce follow-up content on news articles regarding your niche or conduct interviews with industry specialists to get their take on what is happening.
How to Set Up A Seasonal Content Strategy
Seasonal marketing may seem easy, but without a strategy, you will find yourself overwhelmed, and your content scattered all over the place.
With this type of content, a strategy is more important than ever because you have to keep up with all the relevant events and holidays.
1. Create A Seasonal Marketing Calendar
Planning is fundamental for seasonal content. So, grab a calendar, and pinpoint the events and periods that are relevant for your business.
In fact, you should go that extra mile and look beyond holidays such as Valentine’s Day or Christmas. For example, if you are in the stationery business, the National Send A Card to A Friend Day is as relevant as any other major holiday.
Once you establish what periods work best for your brand, you should analyze analytics from previous years to see when your timely content performed best. Similarly, you can use Google Trends to discover what topics from your niche were trending during past seasons.
This way, you can decide not only when to start posting timely content, but also when to start tracking its results.
2. Conduct Keyword Research
Your content’s chances of ranking high in Google won’t be the only ones increased by conducting keyword research. In truth, keyword research is crucial if you want to increase your content’s reach.
Besides, thanks to keyword research, you can come up with Seasonal content ideas easier because you will know what your target audience is searching for.
That being said, if done right, keyword research can result not only in optimized content performance and better ranking in search engines, but also in increased brand awareness.
From keyword strategy to keywords research tools, find out everything you need to know about this with our guide to keyword research.
3. Add Your Personal Twist
Although we’ve already established that Seasonal content needs to be industry-based in order to work, there’s more to it. Simply producing seasonally-themed content won’t cut it. How will your brand differentiate itself from all the other brands using holiday marketing then?
That being said, your seasonal content should highlight your unique selling point (USP) and fit your brand.
For example, if your brand or your content is usually on the fun side, don’t change your approach to an emotional one just for holiday marketing. After all, people choose your brand for a reason.
Keep it true, and remember that seasonal content is a great way to differentiate yourself from other brands.
Switch Up Your Content with Seasonal Content!
Evergreen and seasonal content are both essential for a balanced and effective content marketing strategy. It’s not a matter of comparison, but one of collaboration.
Having said that, Seasonal content is a great way to generate traffic and prove to your audience that you are staying up to date, so it shouldn’t be neglected.
Not sure where to start? The team at CadenceSEO is here to help you take your content to the next level.
Book a free consultation with us today!