Season’s Tweakings

Giving Your Content Strategy Some TLC 

On the first day of Christmas, my true love gave to me: a content marketing strategy?

OK, maybe that’s not how the phrase goes, but it’s the thought that counts . The holidays aren’t just fluff and fun; they’re also the most profitable time of the year¹ . However, during the holiday season, your marketing strategy might be the last thing on your mind. As the festivities roll in, it’s important to consider how your marketing efforts can reach full potential and cement a loyal audience.

According to marketing strategist Jessica Foster, every holiday is an opportunity to stand out from your competitors and attract holiday traffic. While it might seem early to talk about Christmas or Hanukkah, planning ahead can save a whole lot of hassle. As she tactfully notes, without proper planning, your existing marketing is “as effective as a lump of coal.”² Thankfully, it’s easy to adapt your strategy with tweaks to your content and search optimization.

 New Season, New Content

If you’re a new marketer, it’s time to create some holiday specific content. Where would you even begin? You might feel overwhelmed by the sheer magnitude of scale and topics to cover. A good place to start is by identifying the keywords that are making a splash on search engines. If you’re looking for a low-down on keywords, check out this article on our blog about the importance of keyword targeting.

Google Trends is a great tool to help you identify what words are more, or less, effective than others. For example, the tool can help you differentiate the current peak in searches for ‘Holiday Savings’ versus ‘December Savings.’ From lists to anecdotes, your holiday content does not have to be repetitive and boring. It can be a great opportunity to connect with audiences in festive spirits.

Re-wrapping Your Content

For established marketers, updating your existing holiday content is a cost-effective and efficient way to make an impact this holiday season. Leveraging old assets allows you to focus your energy on bringing in quality organic search traffic to your site. Now, before you decide to bring back that old blog post from 2012, it’s important to analyse current relevant search results.³ According to content marketing specialist Andrew Dennis, consider these variables before you put your content under the knife:

1. Page 1: What does Page 1 of your search feature? If there are big brands plastered over it, it can be difficult for your content to break through the noise and rank high.
2. Finesse the Format: Common trends in ranking pages will help you identify what’s successful and what’s not. For example, if video repeatedly appears in the top search result sites, it’s worth updating your old content with an mp4.
3. Intent in Action: Find patterns and gauge insight into what searchers are really looking for. As Dennis says, “Analyze the results to better understand what searchers want.”

The holiday season is the most wonderful time of the year. Why should it be only mediocre for your bottom line? With strategic content planning, make the season feel less like a weight and more like a gift, perfectly wrapped and ready to be given at the right time.

Are you interested in creating a strategy for the holidays and beyond? Do you have difficulty thinking of ideas and consistent content? We are a content agency in Mississauga, Canada with the expertise to craft the plan and the content you need to connect with your audience anytime of the year.

Use our online form to get in touch. You can also follow us on Facebook, LinkedIn, and Twitter to stay up-to-date with content marketing trends.