How to Create a Holiday Content Strategy


Between the eggnog, the turkey, and fruitcake cookies, chances are you’ll be prepping to get stuffed filled with vacation goodies and vacation spirit. But is your content material calendar simply as stuffed filled with holiday-ready content material concepts?

Without correct planning, your corporation’s vacation advertising and marketing could also be about as efficient as a lump of coal. It’s by no means too early to begin planning your vacation content material.

Whether it’s Black Friday or Christmas or New Year’s Eve, each vacation presents a possibility to stand out out of your rivals and seize a few of that vacation visitors.

Having a content material recreation plan even months prematurely ensures that you just received’t be stressing when the vacations come round.

Want to get a head begin and create a content material “advent” calendar of your personal?

Here’s how to plan out all your vacation advertising and marketing content material whereas nonetheless having time to benefit from the festivities.

Anticipate the Trends

The holidays come round yearly, so whether or not you’ve been in enterprise for a whereas or are simply beginning out, it’s doubtless that you just’re conscious of some yearly developments. If not, it’s price a Google search to pull up research which have the stats from earlier vacation seasons.

For instance, one examine discovered that cell app utilization and cell buying go up throughout the holidays – doubtless as a result of individuals are attempting to keep away from the crowds and the inconvenience of creating a number of buying journeys.

At the identical time, advertising and marketing developments present that extra customers are on the prowl for offers throughout this time of 12 months, attempting to strike a discount to avoid wasting money.

What does this imply in your content material technique?

Well, by staying in tune with the developments, you’ll be able to higher anticipate what sort of content material will strike a chord together with your viewers.

  • Do you want extra articles optimized for cell search?
  • Need to launch some candy reductions?
  • Are customers looking for vacation present guides?

With the numbers in entrance of you, you’ll be able to create content material that you recognize individuals shall be searching for.

Ask Your Audience

Can’t discover knowledge relating to vacation developments in your trade? Ask your viewers what they need.

Many entrepreneurs and content material creators skip the market analysis step even when it comes to common content material planning, considering that they already know what their target market needs.

The fact is, one of the best ways to know is to ask them straight.

Prior to creating your vacation content material technique, ship your viewers surveys relating to what sort of content material they’re hoping to see throughout the holidays.

They could not inform you outright, however you’ll be able to brainstorm a few of your personal concepts based mostly on their solutions to questions like:

  • What’s your #1 concern going into this vacation season?
  • How are you planning for the vacations this 12 months?
  • What are you most trying ahead to throughout the holidays this 12 months?
  • How might [your brand] assist your holidays run smoother?
  • What’s your greatest vacation reminiscence?

The record of questions can go on and on, however the purpose is to get a higher thought about their objectives/issues/struggles/pursuits going into the vacations. With this info, you’ll be able to plan out content material that’s of curiosity to your viewers.

Further, sharing a survey is a nice alternative to inform them, “Hey! Look out for our great holiday content coming out soon!”

Audit Your Existing Content

Before you create any new content material, you want to audit your current content material to assess what you have already got, what content material could possibly be up to date, and what new content material must be created.

If you’ve been in enterprise for a whereas and have printed holiday-related content material earlier than, it might be doable to replace your content material for the brand new season. Or, it might make sense to begin from scratch.

Ultimately, it is dependent upon whether or not the content material is present sufficient to be related for the upcoming holidays and whether or not there may be ample visitors potential.

For instance, with vacation content material, usually customers are searching for suggestions, presents, information, and developments for the present 12 months. They could also be looking for “2019 holiday guide” or “best new years party ideas 2019”.

Your 2018 guides could also be chock-full of final 12 months’s key phrases. The suggestions or merchandise on the record could possibly be outdated. You ought to determine whether or not you need to optimize it for the present 12 months, or write a utterly new piece of content material.

You must also think about current content material for inside linking functions to assist drive visitors to further pages in your web site.

Activate Creative Content Planning

Once you’ve some previous vacation knowledge on-hand and a few tip-offs out of your current viewers, you’ll be able to dive into the enjoyable a part of content material planning.

Now’s your likelihood to assume outdoors the field and brainstorm content material concepts which might be related to the vacations.

Keyword analysis is a good spot to begin.

You can mess around with holiday-related phrases and determine key phrases which might be work creating content material round in your web site.

If your advertising and marketing technique entails SEO, that is the way in which to go.

However, it’s your decision to create content material for different advertising and marketing channels as properly. Google Ads, Facebook Ads, Twitter, Facebook, Instagram, Pinterest, and electronic mail advertising and marketing are all channels to take into account.

  • What subjects would actually seize your viewers’s consideration on these platforms?
  • In what methods are you able to repurpose the content material for wider circulation?
  • Are there any killer content material concepts that you can imagine that may stand out from the competitors?

Have a brainstorming session and see what you’ll be able to give you.

Align Topics with Your Goals

Not each content material thought goes to be gold.

After producing an exhaustive record of concepts, it’s time to slender it down. It helps to begin by figuring out which content material concepts most intently align with your corporation objectives.

For occasion, in case your purpose is to generate extra natural visitors, sending present bins to Instagram influencers is probably not the way in which to go.

Similarly, in case you are hoping to create a buzz on social media, pouring all your power into a 30 Days of Holiday Deals electronic mail marketing campaign doubtless received’t get you there.

Pick out the content material concepts that:

  • Align together with your current enterprise objectives.
  • You know you’ll be able to execute efficiently.

Diving into new waters throughout the thick of the vacation season might end in a dire sink or swim scenario in your content material advertising and marketing.

Arrange Topics by Timeliness & Priority

On theme with the purpose above, your vacation content material wants to “make sense” for your corporation.

In different phrases, it ought to strategic, deliberate out, purposeful, and on-brand. Simply creating content material for the sake of being festive received’t do a lot in your advertising and marketing.

That’s why it’s really helpful to additionally take into account arranging your content material when it comes to timeliness and precedence.

Not solely ought to the content material be prepared for launch prior to the precise vacation, however in case you are creating a number of items for a single vacation, the content material ought to make sense in development.

For instance, a “Complete Guide to Getting More Holiday Traffic” would naturally come earlier than the “Ultimate Guide to Converting Holiday Traffic into Leads”.

Assuming your viewers will encounter a number of items of content material out of your model, it’s greatest that your content material is organized in a sensical and strategic manner.

Add Seasonal Photos

The holidays are filled with feelgood smells, sights, and sounds. Tap into that nostalgia and the vacation spirit by including seasonal photos to your content material.

Images have been discovered to make content material extra partaking, and top-of-the-line methods to snag a few of that vacation visitors is to have interaction customers with some festive, attention-grabbing photos.

If your price range permits, ditch the inventory images and seize some high-quality photos of your personal.

Or, rent a graphic designer to make some on-season photos in your weblog posts, social media posts, and advert campaigns.

You can then repurpose this content material throughout platforms, saving you money and time in your vacation content material advertising and marketing.

Advertise Your Content Across Platforms

When it comes to content material creation, I’m not a large fan of the “post and pray” methodology myself.

Why depend on one platform when you can generate visitors from a number of channels with a single piece of content material?

Some platforms price sharing your content material on embrace:

  • Facebook
  • Twitter
  • Your weblog
  • YouTube
  • Email
  • LinkedIn
  • Instagram
  • Paid advertisements
  • Reddit
  • Pinterest
  • Guest blogs

Map out a content material plan and schedule that features when and the way you propose on posting your content material throughout a number of platforms.

With instruments like Buffer and Hootsuite, you’ll be able to even write your captions and set the featured photos prematurely.

Simply schedule it out forward of time and also you received’t be scrambling to put up content material throughout the holidays.

Analyze Results

To really take advantage of your vacation content material advertising and marketing, it’s greatest to monitor progress and alter your content material accordingly.

While it might be tempting to merely publish and put up your ft, it’s doubtless that readers can have questions, and inquiries will come flooding in.

You must be ready to deal with an inflow of recent leads and visitors.

On the opposite hand, chances are you’ll discover that your content material doesn’t go viral and that you just want to tweak issues to give it a enhance.

You or somebody in your crew must be accessible to reply to readers’ feedback, repair technical points, additional optimize content material, and put out any fires that will come up.

Information is energy. Having the information at your fingertips offers you the facility to make main enhancements in your content material and study beneficial content material planning classes for the long run.

Apply Past Lessons to Future Content

If creating a vacation content material technique isn’t your first rodeo, it’s doubtless you’ve a few suggestions and methods that you’ve got picked up from earlier years.

If so, it’s greatest to keep away from making the identical errors twice. Some dangers simply don’t repay, particularly when paired with the stress of the vacations.

On the opposite hand, perhaps your content material technique has at all times gone off with out a hitch, or you might be diving into the world of vacation content material planning for the very first time.

Even so, make certain to align your content material with your corporation objectives, create content material that your viewers is considering, and add that particular, festive contact for the vacation season.


Image Credits

Featured Image: Paulo Bobita



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