Evergreen Content publisher via Media Man Int and Media Man Australia Media Man Int

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Your guide to seasonal content marketing

Are you in an industry where seasonality is a big factor? Here's how to create content for relevant time periods within your space.

By Victoria Shepherd

September 12, 2022

For most businesses, holidays bring in revenue – and a lot of it. In the United States, total retail spend during the 2021 holiday season was $1.221 trillion, according to Insider Intelligence.

Aside from holidays, seasonality influences select industries – where specific times of the year are more popular than others. The fitness, healthcare and ecommerce spaces are just a few industries with seasons.

If you work in an industry where seasonality is a big factor, then your brand needs to participate. Otherwise, you could be losing out on significant revenue opportunities.

In this article, you’ll learn why seasonal content is important and get tips to help plan your seasonal content strategy for the year.

What is seasonal content?

Seasonal content focuses on topics, trends and events that happen at the same time of year. This type of content should embody the lifestyle of your brand and the industry you’re in.

For example, suppose you’re a health insurance provider. In that case, it’s essential to present helpful content during the annual enrollment period (AEP) as it’s the time of year when an individual already enrolled in a program can change their plan, or someone turning 65 can pick a plan.

Another example is ecommerce. Marketers can develop content for plenty of holidays, such as Amazon Prime Day, Labor Day, Black Friday, and so on.

If your industry has seasons, this can help you plan your content calendar ahead and give you time to develop and implement. Doing so helps your seasonal content to get indexed in search engines and shared in newsletters. You can also create promotions around these times of year.

Evergreen vs. seasonal content

It’s important to understand the difference between evergreen content and seasonal content.

*click here for full article and multimedia

(Search Engine Land)

Social Media

Greg Tingle

An excellent article by Victoria on seasonal content marketing. We're based in the Eastern Suburbs/ Eastern Beaches of Sydney, Australia, but our coverage, reach and readership is very much global. Over a decade ago we made the decision to expand more from just having an Aussie domain name for our media and pop culture coverage to also having more dot com domains and website. Going global was one of the best business decisions we ever made. As far as seasons go, Australia has a vast array of climate and environmental conditions throughout the year and this is also related to the type of personal and business activities, events, habits and such going on. For example there's extreme differences between snow season, surfing prime time, beach volleyball etc. There's events such as Bondi Winter Festival, Finke Desert Rally (Outback Australia), and then we cover WWE SummerSlam (abroad in the U.S), while it's still cold in Australia! Pro wrestling is of course evergreen content, which is part of the reason it's so popular on both websites, social media and streaming channels. We find it's best to spread the risk and cover events in Aust, the U.S, Europe etc all year round therefore riding out the ebbs and flows. Man of all seasons!

News

Do You Still Need Directory Submissions For Local SEO?

Local directory submission can help or hinder your local SEO depending on how you set it up. Here's what you need to know.

The primary goal of local SEO is establishing visibility for a local business in the Local Map Pack and/or the top three organic search results. These typically reside just below paid Google ads and the Map Pack.

As with all SEO, myriad factors (i.e., the (in)famous Google algorithm) come into play to determine which businesses get top billing and the resulting coveted organic search traffic.

One set of factors from a local SEO perspective is local presence, relevance, and authority.

In other words, and from a common sense perspective, local businesses need to prove to the search engines:

They are indeed physically located within close proximity to their customer base.
They provide services or products which fall into specific categories.
They are a trusted/authoritative content source and answer their customers’ questions.
Local directories, by definition, are a vehicle through which businesses can address all three of these factors.

As such, the simple answer to our introductory question is yes, you do still need directory submissions for local SEO.

However, not all directories carry the same weight or authority and should be reviewed relative to the value they can offer.

This becomes particularly important for those directories requiring a fee for inclusion.

Further, there are some best practices related to data and contact information consistency to consider during submission.

Finally, tools are available to make the directory listing setup and ongoing maintenance process quicker, particularly for businesses with multiple locations.

There are a lot of directories, and maintaining information and content across all of them can become a burden for a small business.

We’ll review how to address each of these factors and how directories can help or hinder local businesses’ efforts to get found.

Local Presence And Consistency

*click here for full article and multimedia

(Search Engine Journal)

Social Media

Greg Tingle

Search Engine Journal on another high quality an analysis news article by Jeff. We are based in the Eastern Suburbs of Sydney, Australia. We enjoy a global audience spanning the world and have worked in and around the media and new media sector for two decades. Many years ago I realized it made good business sense to create and establish one or two local brands: Eastern Suburbs Media and Bondi Beach Directory, and then collaborated with the likes of Cafe News Media, servicing the local cafe, food, tourism and lifestyle sectors. In this time we also ramped up our activities and reviews with Google Local Guides, meshed in with Google Maps, and YouTube and Blogger, and the results have proved outstanding. This resulted in a positive cumulative effect, and also further lifted the parent co, Media Man. The website and social traffic is organic, and we've even picked up a number of advertising and some publicity campaigns via this local approach. The right business can and does find you when you do a solid local approach rolled out on the worldwide web. Google Local Guides was key, as was the local presence of us, knowing the cafes, beaches, tourism hotspots and all. Our average to solid webcode skills, backed up local knowledge.

Media Man

WHAAM!

Content, search engine and FAANG sector examined, by Greg Tingle

What type of business or processional endeavor are you involved in? Chances are that the internet aka World Wide Web, is having an effect on your business, and if its not already - it will in say 99% of cases.

The internet is hear to stay, like it or not, and the range of ways for individuals and brands to get found on the internet is continuing to evolve, as are the various ways and applications for online commerce.

In my career I have worked in a number of fields ranging from Pay TV / Streaming Television, Water Utilities, Community Television, Webcam Advertising, Property Promotion, Transport Logistics (Trucking and Shipping), Food and Hospitality, Project Management, Community Events and Journalism and Public Relations to name a few. Every single one of these industries has been impacted by the internet, new media and social media etc al.

Heard of Google, Facebook, Instagram and Twitter - the Big 4, and YouTube, making it 5. Then there's Snapchat... and no doubt other big social media companies on the rise, soon to be household names. Have I got your attention yet punters.

Am I qualified to offer commentary on the subject?

Yes - As the head of Media Man Australia and Media Man Int I was the prime reason we were able to become a semi finalist in the Hitwise Australia Top 10 (entertainment - personalities) category a number of times (at least 5 times I believe), and we have the award badges to prove it. Ask Hitwise if you like. It's under the name Media Man Australia, with myself as the boss.

What brands did you help elevate?

Well, I'm not going to give away trade secrets here, or any other place, but here's a few entities that we assisted climb up the ratings in either an organic / natural way, paid, or both. For the recent I believe organic results are more powerful, as they are legit. You attained them because you know what you are doing, rather than just paying someone to get you paid results on a top 10, and the moment you stop paying, you and your brand becomes invisible again.

A List

Media Man Australia, Media Man Int, Greg Tingle Promotions, Human Statue Bodyart, Australian Sports Entertainment, Virgin Games, Virgin Casino, Messages On Hold, Paddy Power, NetBet, Platinum HD, Casino News Media, Private Media, Playboy Casino, Naked Vegas, Gambling911, Vroom Vroom Vroom, Webjet. That's enough already! And, there's dozens more that we are not able to name for commercially sensitive reasons.

Organic Results?; A Wikipedia rundown - thank you Jimmy Wales and Co.

Organic search is a method for entering one or a plurality of search items in a single data string into a search engine. Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. In contrast, non-organic search results may include pay per click advertising.

Background

The Google, Yahoo!, and Bing search engines insert advertising on their search results pages. The ads are designed to look similar to the search results, though different enough for readers to distinguish between ads and actual results. This is done with various differences in background, text, link colors, and/or placement on the page. However, the appearance of ads on all major search engines is so similar to genuine search results that a majority of search engine users cannot effectively distinguish between the two.

Because so few ordinary users (38% according to Pew Research Center) realized that many of the highest placed "results" on search engine results pages (SERPs) were ads, the search engine optimization industry began to distinguish between ads and natural results. The perspective among general users was that all results were, in fact, "results." So the qualifier "organic" was invented to distinguish real search results from ads.

The term was first used by Internet theorist John Kilroy in a 2004 article on paid search marketing. Because the distinction is important (and because the word "organic" has many metaphorical uses) the term is now in widespread use within the search engine optimization and web marketing industry. As of July 2009, "organic search" is now common currency outside the specialist web marketing industry, even used frequently by Google (throughout the Google Analytics site, for instance).

Google claims their users click (organic) search results more often than ads, essentially rebutting the research cited above. A 2012 Google study found that 81% of ad impressions and 66% of ad clicks happen when there is no associated organic search result on the first page. Research has shown that searchers may have a bias against ads, unless the ads are relevant to the searcher's need or intent.

The same report and others going back to 1997 by Pew show that users avoid clicking "results" they know to be ads.

Incidentally, according to a June 2013 study by Chitika, 9 out of 10 searchers don't go beyond Google's first page of organic search results, a claim often cited by the search engine optimization (SEO) industry to justify optimizing websites for organic search. Organic SEO describes the use of certain strategies or tools to elevate a website's content in the "free" search results.

Users can prevent ads in search results and list only organic results by using browser add-ons and plugins. Other browsers may have different tools developed for blocking ads.

Organic SEO refers to the method that all the procedures for search engine optimization are followed by the proper method of taking position on the search result. (Wikipedia)

What now?

So, you found this article, so you have already convinced yourself that this Media Man company knows how to get itself and its client found on the almighty internet.

As always, happy web hunting.