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If you’re a business owner, there are numerous ways you can make the most out of seasonal content as part of your content marketing strategy. This is specifically important if you’re in an industry like fitness, e-commerce, and healthcare, where seasonality is a significant factor.
But what is seasonal content, and how can it benefit your business?
Any content marketing guru probably knows the importance of writing content that stands the test of time, remains relevant and helpful to your audience, and offers value to your site—that’s what we call evergreen content. Seasonal content is now the opposite.
This post discusses the benefits of creating and publishing seasonal content for your digital marketing campaigns.
What is seasonal content?
Seasonal content is content based on a specific season, upcoming holiday, or major event. It focuses on topics, events, and trends that occur at the same time each year.
For instance, in eCommerce, marketers can develop content for holidays like Black Friday, Amazon Prime Day, and Labor Day.
Successful seasonal content requires more planning and creativity to capitalize on the increased interest in certain topics during specific times of the year.
Advantages of seasonal content
Try seasonal marketing if you’re looking for a way to boost your digital marketing efforts. Incorporating timely and relevant content into your digital marketing campaigns can take your strategy to the next level.
So if you’re wondering whether seasonal content is worth the time and effort, stop wondering and start implementing. Here are the benefits of seasonal content.
One of the biggest advantages of seasonal content is that it helps you stay relevant in your industry. Seasonal content is highly relevant to the current time of the year and the interests of your consumers.
However, you must produce original, high-quality, and valuable content linking your company to the trending season or topic. You also need to understand what your customers are currently interested in and searching for in the immediate period.
Also, link your brand/company, products, or services with the season to make your seasonal content relevant to your potential customers. Don’t forget the usual structure for your content marketing strategy—research your user’s needs and expectations and link them to what you can offer.
The only problem with seasonal content is that your content loses its relevance once the season passes.
Promote key products or services
One of the best ways to advertise your products and services through content marketing is to connect them to the current trending topic or season.
For instance, Christmas is the best season to utilize seasonal content while promoting your products and services. During this season, you can easily use seasonal content to lure customers into buying your products or services more than usual.
So with good quality, seasonal content marketing, you can easily promote key aspects of your business, regardless of the products or services you offer.
However, you must pick the right products or services to promote using seasonal content. Try to evaluate data and statistics to know what your potential customers want or need during that season. Tailor your content to the users and offer them more of what they want to see.
For instance, if you’re a roofing contractor, one of the best seasons to utilise seasonal content is before winter or hurricane. A roofing marketing guide can help you promote your products or services while delivering seasonal content.
With a good seasonal marketing strategy, your most popular items will sell incredibly quickly, especially if you have an eCommerce site.
Meeting user expectations
Relevant content attracts readers from search engines and social media platforms. However, some visitors may “accidentally” find their way to your site—we call them accidental visitors.
Therefore, you must consider such visitors in your digital marketing campaign. Even if they are on your site by accident, you can make them stay on it and actually convert.
Note that accidental visitors form the largest percentage of your website traffic. However, digital marketers sometimes find it challenging to appeal to this group of visitors
However, with a good seasonal content marketing strategy, you can meet general expectations and become more successful.
For instance, you can bombard your users with seasonal content everywhere they go—it is what they expect at this time of the year. It’s worth noting that a better user experience comes with meeting users’ expectations. This, in turn, leads to more sales and sign-ups.
Incorporating seasonal content into your digital marketing campaigns comes with a wide range of benefits for your business.
Seasonal content helps you tap into your target audience’s interests and current events. You can capitalize on the increased interest in particular topics during specific times of the year by creating relevant and timely content.
Seasonal content allows you to remain relevant in the market. It also allows you to market your key products or services. Once your visitors get hooked on your content, they’ll want to try out your products or services.