So, you’re wondering if you should be including seasonal content in your content marketing strategy? Well, you’ve come to the right place. In this blog, we’re going to outline what seasonal content is, how it can benefit your business and how you can include it in your content marketing strategy.
By the end of it, you’ll be itching to get started on your content about pumpkin pies or cosy knit sweaters or Halloween decorations or… OK I’ve run out of ideas, but you get the gist…it’s Autumn.
Seasonal Content vs Evergreen Content
Evergreen content. It’s the holy grail for content marketers. And most content marketing strategies will be made up of evergreen content, as it’s relevant and valuable all year round.
However, evergreen content isn’t the only type of content that can boost your SEO efforts and drive traffic to your website. Seasonal content is also effective. And should be a part of your content marketing strategy.
Seasonal content is blog posts, articles, infographics etc. that are based on seasonal topics or events. There tend to be two types of seasonal content.
These include content that is time-based and relates to one of the four seasons, or content that is event-based and relates to a seasonal event such as Christmas, Easter or Halloween. Both types of seasonal content are time-sensitive and are only relevant during that period.
Evergreen content is content that will remain useful to your audience for years to come and will continue to drive traffic to your website long after it has been published. Seasonal content demonstrates that your business is on-trend and can get you ahead of the competition.
Both types of content have their advantages and disadvantages. And if used together, evergreen and seasonal content can make one hell of a content marketing strategy.
Benefits Of Seasonal Content
Seasonal content isn’t always given the credit it deserves. Possibly because evergreen content is considered the more ‘strategic’ approach. However, seasonal content has plenty of benefits too:
Seasonal Content Is Highly Relevant
Although seasonal content doesn’t stay relevant for as long as evergreen content, it tends to have a much higher relevance at its peak time. If your content relates to an on-trend, current topic or season, it will attract plenty of attention and drive traffic to your website.
Interesting Content Topics
As a content marketer, you’ll be all too familiar with the struggle of creating interesting, relevant content that people actually want to read. You might spend hours poring over your content calendar, trying to come up with fun topics that relate to your business.
But if you decide to include seasonal content in your content marketing strategy, you’ll find that creating an interesting content calendar is much easier! You’ll suddenly have a wide range of upcoming trends, National Days and seasonal events to write about (if they’re relevant to your business that is!).
Opportunity For Link Building
Any content marketer knows that link building can be a challenging and time-consuming task. Seasonal content provides the perfect opportunity to build backlinks to your website. But only if you create your seasonal content well in advance.
This gives other authors and bloggers the opportunity to find your content and repost it on their website whilst the content is still on-trend.
Seasonal Content Can Be Created For Every Stage Of The Buying Cycle
Another benefit of seasonal content is, it can be tailored to any stage of the buyer’s cycle. For example, if a garden centre was to use seasonal content, they may create an article for potential customers in the awareness stage of the buyer’s cycle entitled ‘Tips For Carving Pumpkins’.
They may then create an article for potential customers in the evaluation stage entitled ‘How To Choose The Best Carving Pumpkin For Halloween’. And finally, they could create an article for potential customers in the decision stage entitled ‘Where To Buy The Best Carving Pumpkin For Halloween?’.
Seasonal Content Improves Brand Image
Writing seasonal content demonstrates that your business is interested in the latest trends and industry news. It also shows that your business cares about the interests of its audience. Providing on-trend content gives the impression that your brand is up-to-date and relevant in your niche industry.
Seasonal Content Can Be Used Again
Although it’s not evergreen, some seasonal content can be used again. If the content relates to a topic or event that occurs every year, such as Christmas, it can be re-used each year. Although, you may want to tweak it slightly and ensure that it’s still relevant with the correct keywords.
Seasonal Content And Social Media
Any good content marketer will know that social media marketing and content marketing go hand in hand. One of the biggest benefits of seasonal content is that it gives you plenty of on-trend, relevant resources to post on your business’ social media channels.
As well as boosting brand awareness, social media is a great tool for reaching the correct audience and driving traffic to your website. Because seasonal content is in line with topics that are trending, it is considered more ‘shareable’ on social media than evergreen content.
So, seasonal content is sure to improve your business’ social media reach and boost your brand awareness.
Tips For Creating Seasonal Content
- Trend Research – When you’re working on your content calendar, spend some time researching upcoming trends. Find any relevant seasons, events or major national holidays that are going on throughout the year and schedule content for them. Sites such as Daysoftheyear.com is useful.
- Timing Is Everything – Give your team plenty of time to write quality, well-researched content. For some topics, such as Summer, there will be a gradual build-up to it. This means you can publish content weeks beforehand and be apart of the build-up to the season. Whereas other trends will come and go very quickly, so you must have your content ready to publish just before the trend reaches its peak.
- Understand Your Niche – Seasonal content works for some industries more than others. Before you start filling your content calendar with seasonal events and trends, make sure they are relevant to your business. If it’s not a natural fit, don’t force it.
- Think About Your Keywords – As with any content, you should have a clear strategy. Whether a piece of content is seasonal or not, it should have well-researched and targeted keywords that cater to your audience.
- Share, Share, Share – Remember to share your seasonal content on your social media platforms and email newsletters etc. On social media, particularly Twitter and Instagram, look for relevant hashtags and use them when sharing your content. Also, re-share last year’s seasonal content – if it’s still relevant that is!
Get In Touch
If you’d like more information about including seasonal content in your content marketing strategy, or if you’d like some help with your content marketing, get in touch. Here at GrowTraffic, we’re experts in all things digital marketing and SEO.