{"id":5878,"date":"2022-09-12T10:00:47","date_gmt":"2022-09-12T10:00:47","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/09\/12\/your-guide-to-seasonal-content-marketing\/"},"modified":"2022-09-12T10:00:47","modified_gmt":"2022-09-12T10:00:47","slug":"your-guide-to-seasonal-content-marketing","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/09\/12\/your-guide-to-seasonal-content-marketing\/","title":{"rendered":"Your guide to seasonal content marketing"},"content":{"rendered":"<p>For most businesses, holidays bring in revenue \u2013 and a lot of it. In the United States, total retail spend during the 2021 holiday season was $1.221 trillion, according to <a href=\"https:\/\/www.insiderintelligence.com\/content\/us-holiday-2021-review-holiday-2022-preview\" target=\"_blank\" rel=\"noreferrer noopener\">Insider Intelligence<\/a>.<\/p>\n<p>Aside from holidays, seasonality influences select industries \u2013 where specific times of the year are more popular than others. The fitness, healthcare and ecommerce spaces are just a few industries with seasons.\u00a0<\/p>\n<p>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.<\/p>\n<p>In this article, you\u2019ll learn why seasonal content is important and get tips to help plan your seasonal content strategy for the year.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/12\/your-guide-to-seasonal-content-marketing\/#What_is_seasonal_content\" >What is seasonal content?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/12\/your-guide-to-seasonal-content-marketing\/#Evergreen_vs_seasonal_content\" >Evergreen vs. seasonal content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/12\/your-guide-to-seasonal-content-marketing\/#Why_does_seasonal_content_matter\" >Why does seasonal content matter?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/12\/your-guide-to-seasonal-content-marketing\/#The_benefits\" >The benefits<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/12\/your-guide-to-seasonal-content-marketing\/#The_challenges\" >The challenges<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/12\/your-guide-to-seasonal-content-marketing\/#How_to_find_seasonal_content_that_will_work_for_your_brand\" >How to find seasonal content that will work for your brand<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/12\/your-guide-to-seasonal-content-marketing\/#Refresh_your_existing_seasonal_content\" >Refresh your existing seasonal content<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_seasonal_content\"><\/span>What is seasonal content?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>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\u2019re in.\u00a0<\/p>\n<p>For example, suppose you\u2019re a health insurance provider. In that case, it\u2019s essential to present helpful content during the annual enrollment period (AEP) as it\u2019s the time of year when an individual already enrolled in a program can change their plan, or someone turning 65 can pick a plan.\u00a0<\/p>\n<p>Another example is ecommerce. Marketers can develop content for plenty of holidays, such as Amazon Prime Day, Labor Day, Black Friday, and so on.\u00a0<\/p>\n<p>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.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Evergreen_vs_seasonal_content\"><\/span>Evergreen vs. seasonal content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s important to understand the difference between evergreen content and seasonal content.<\/p>\n<p>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 \u201cWhat you should know about peanut allergies.\u201d It does not matter what time of year you would promote that, as people who suffer from peanut allergies suffer all year round.\u00a0<\/p>\n<p>A more seasonal content topic could be \u201cWhat you should know about the flu in 2022,\u201d 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.\u00a0<\/p>\n<p>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.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_does_seasonal_content_matter\"><\/span>Why does seasonal content matter?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>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. <\/p>\n<p>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.\u00a0<\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\">\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/p><\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\" type=\"submit\" name=\"submit_button\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\">\n<h2><span class=\"ez-toc-section\" id=\"The_benefits\"><\/span>The benefits<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There are many benefits to having seasonal content as a part of your overall marketing strategy, including:\u00a0<\/p>\n<ul>\n<li>Allowing your brand to promote something special, such as a sale or other product rollout.<\/li>\n<li>Educating your audience on important topics. Think how the health and wellness industry promotes kicking off new healthy habits in the new year.<\/li>\n<li>Keeping your current customers loyal, especially if they know you typically do promotions during certain times of year (i.e., Amazon Prime Day). It can also bring new people into your sales cycle.<\/li>\n<li>Increased referrals, especially if you have referral marketing as a part of your strategy.<\/li>\n<li>Positive, emotional responses from your audience (just like the one below!).<\/li>\n<\/ul>\n<figure class=\"wp-block-embed is-type-rich is-provider-embed-handler wp-block-embed-embed-handler wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<\/div>\n<\/figure>\n<h2><span class=\"ez-toc-section\" id=\"The_challenges\"><\/span>The challenges<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Seasonal content also comes with some challenges:<\/p>\n<ul>\n<li>It requires you and your team to be organized \u2013 planning ahead and ensuring the content is developed and executed in time for your audience to find it.<\/li>\n<li>There is competition around promotions. You need to make sure your content stands out enough so people will see it and click.<\/li>\n<li>Posting on social media is insufficient. All aspects of your marketing, including email, blogs, videos, and anything else you invest in should also push this seasonal content.<\/li>\n<li>Establishing the right goals ahead of time. If you&#8217;re trying to increase revenue during the holiday season, dig into your data to find your top-selling products and promote those, or perhaps make a bundle sale around the seasonal event to celebrate.<\/li>\n<li>Being creative. That said, remember that typical holidays aren&#8217;t the only ones to focus on. There are tons of other small holidays you can promote, like Star Trek Day or <a href=\"https:\/\/nationaltoday.com\/national-dog-week\/\" target=\"_blank\" rel=\"noreferrer noopener\">National Dog Week<\/a>.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"How_to_find_seasonal_content_that_will_work_for_your_brand\"><\/span>How to find seasonal content that will work for your brand<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here are a few tips to determine seasonal content topics to work on.<\/p>\n<ul>\n<li>Look at relevant trends or top hashtags on social media to find content that you could piggyback off around your seasonal promotions.<\/li>\n<li>Check <a href=\"https:\/\/trends.google.as\/trends\/trendingsearches\/daily?geo=US\" target=\"_blank\" rel=\"noreferrer noopener\">Google Trends<\/a> to see if there&#8217;s any content that can inspire you, or look at historical content.<\/li>\n<li>Compile information around target demographics. Your content may not be suited for &#8220;everybody is our target market,&#8221; so get specific.<\/li>\n<li>Use tools like Semrush for keyword analysis to find and analyze keyword variations.<\/li>\n<li>Look at historical data to see how products, posts, or your site&#8217;s traffic was affected in previous years. You may find opportunities you can recycle.<\/li>\n<li>Review testimonials or get feedback from your customers on what they want to see, then develop copy.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Refresh_your_existing_seasonal_content\"><\/span>Refresh your existing seasonal content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You can also take advantage of existing seasonal content pieces. While it&#8217;s not evergreen, seasonal content on an indexed older page can easily be updated and reused to give your brand a lift. <\/p>\n<p>Here are some tips:<\/p>\n<ul>\n<li>If you have a lull in your content efforts, look back and analyze old content around seasonal topics and start developing ways this can help you in the future.<\/li>\n<li>As mentioned before, get ahead with this seasonal content. Start building your products and find out how seasonal content can help boost engagement and sales.<\/li>\n<li>Avoid adding dates to URLs around seasonal content. Avoiding years or dates in URLs will let you recycle content without any issues.<\/li>\n<li>Publish refreshed seasonal content as new. You don&#8217;t have to create a whole new page. Simply update the existing blog post or page.<\/li>\n<\/ul>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/seasonal-content-marketing-guide-387771\" target=\"_blank\">Your guide to seasonal content marketing<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/\" target=\"_blank\">Search Engine Land<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>For most businesses, holidays bring in revenue \u2013 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 \u2013 where specific times of the year are more popular than others. The fitness, healthcare and ecommerce spaces are just a few industries with seasons.\u00a0 If you work in an industry where seasonality is a big factor, then your brand needs to participate. Otherwise, you could be [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-5878","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5878","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=5878"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5878\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=5878"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=5878"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=5878"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}