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Your
guide to seasonal content marketing
(Search Engine
Journal)
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.
Evergreen
content is more of a long-term play and is mostly
always useful, no matter what time of year. One evergreen
topic could be “What you should know about peanut
allergies.” It does not matter what time of year
you would promote that, as people who suffer from
peanut allergies suffer all year round.
A
more seasonal content topic could be “What you
should know about the flu in 2022,” where you
can speak about the flu season in that particular
year, symptoms and any other important information
about a specific strain of the flu.
Seasonal
content is more of an immediate need that can go viral,
or create quick engagement within social media, while
evergreen helps for the long game. Both can be updated,
which we will talk about later.
Why
does seasonal content matter?
When seasonal content is done properly, it can attract
new people to your brand, increase engagement and
push them into your workflows or sales cycle.
Seasonal
content shows that your brand is also relevant and
staying current. Not having seasonal content, especially
when your industry can leverage it, might imply your
brand is stale or irrelevant.
*click
here for full article
(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!
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