We always talk about evergreen content and why it is important. Clearly, there is no problem with undying topics and every brand should actually spend their time and money on creating such content. This piece by Jon Cooper is the finest example of everlasting content.
Although, evergreen content is important, fundamental and a real need for brands who want to stay longer in the digital marketing world, but today we are not here to discuss this but instead we are going to discuss more about seasonal content.
What is Seasonal Content?
Unlike everlasting topics, seasonal Content is stays relevant only until the buzz of the event (let say an occasion or cause) stay within the audience and then the content becomes irrelevant. For instance the content piece for Christmas make sense to the targeted audience within the month of November and December but as soon as the year ends, New year’s festivity and offers will become more relevant to the audience and subsequently content for Christmas becomes irrelevant.
You may now be wondering if such a topic is worth investing time on. Defiantly YES, and this is why!
This is the Google trend chart for 2012 and 2013 for the search term “Christmas”. If you look closely in both years the traffic started to increase dramatically in the mid of November and then significantly dropped around and after New Year.
If you have a kick Ass content that go live within the specific period probably you will receive more links and conversions then normal and this piece of content can probably help you earn good amount of profit in terms of revenue.
So, now we know that creating seasonal content is also important, they are not relevant to the audience for long but still can give immense amount of conversions in a short span of time.
Now, the question is what to consider as important when creating seasonal content?
- Plan in Advance
The best way to get most out of your seasonal content is to plan the things in advance. Plan your content and its marketing pitch keeping the calendar in mind. Use this calendar for Holidays by country to see what days and dates are important for your targeted audience and plan your content accordingly.
Ideally, you should not wakeup two weeks before Christmas or Easter and think of launching an ebook and expect tons of traffic from it.
Usually there are many holidays around the year but try to target the big events only. In United States gigantic events for retail shopping are mainly Black Friday, Christmas and New Year but throwing discounts on Valentines or Women’s day is also a good idea.
If your targeted audience is based in a country or part of the country that is highly influenced by religion then it is important to consider their important religious events like EID for Muslims, Divali for Hinduism and Christmas or Easter for Christians.
- Right place at the right time
Having a great content planed is simply vain if you don’t have a publishing plan. The best idea for this is to keep a close eye on trends (social and search) plus some competitors so that you have a clear initiative of when to publish your content to get maximum benefits out of it.
There are multiple benefits for publishing right content at the right time.
- Google gives more importance to relevant and fresh content so if you will launch your content at the right time it will be easier for you to rank better in Google SERPs. The benefits are doubled if you are an authoritative site in your niche as Google give preference to authority sites and let them stay longer in SERPs.
- If your content is related to any global event or holiday like Christmas or New Year then publishing your seasonal content at the right time will give you more traffic and conversions from different channels other then search.
If the your time is right and the content is fresh you will probably see a big spike in traffic
- Leverage the right Social Media Platforms
This is a fundamental step that most people either get it wrong or simply don’t implement. When working with seasonal content it is indeed important to use social media network but having an embassy on every other social media network is just not the right way of doing it.
When working with social media try to think what social media platforms are good for you, usually for most industries social networks like Facebook, Twitter and Google+ works best but if you are related to management or any other business related niche then LinkedIn is also an option, similarly for food, floral and women fashions Pinterest is very powerful.
Choose limited social networks and try to stay as organic as possible instead trying a hard sale. If you haven’t got e a big reach on your social network pages, then try to use paid ads like Twitter Ads, Facebook promotional post and more. Usually these ads can help you leverage your voice to thousands of potential audience within a small sum of money and if your content is indeed powerful, it can do wonders for you.
- Make your Seasonal Content Standout!
Undeniably, each and every industry has become intensely competitive and almost all are somehow working on seasonal content (at least for major events) so it is very important for your content to be a little different, unique and interactive.
The content should not necessarily talk about solving any problems but if your content is engaging enough to encourage people to share it with others and link to it, you will definitely get great amount of traffic and sales from it.
XMAXClock.com is a good example of seasonal content and according to Open Site Explorer,
This website got 254 links within the last 32 days only, which is really big (I took this image around the Christmas time). You can always think about the unique and creative content that suites your audience and niche.
Use your imagination and create a content that attracts and encourages your users to not only engage but also share it with their circles.