You’ve probably heard of evergreen content – blogs, articles and any other content that is meant to stand the test of time and can be used for years to come. But that’s not the only content that can help to drive traffic to your website and be used to engage with existing and potential customers. Seasonal content and even time-sensitive topics are also hugely effective for driving visitors and tapping into new networks.
What is seasonal content?
In short, seasonal content is relevant to a holiday, a certain season, or even a huge event like the Olympics or World Cup. To be successful, it’s not just a case of uploading a blog or picture about the specific event, though. Your content needs to be related to your industry and with a focus on your business goals. If this is something your business could benefit from, here are some of the most effective ways to present seasonal content.
One of the easiest ways to tap into seasonal trends and events is by posting a blog about them. Take Mental Health Awareness Day. If you were an HR business, a blog that highlights symptoms of workplace stress and provides readers with some handy advice and the contact details for a support group is more likely to resonate than an article about when the day was first commemorated.
As well as posting blogs and guides to your website, infographics are great at grabbing the attention of your target audience. What’s more, research shows that the brain processes visual information more quickly and often the information is remembered for longer too. One such example is Express VPN’s infographic for Valentine’s Day. While their business might focus on streaming, by creating a fun flow chart for users to find out which romantic movie they should watch, they’re engaging with existing and potential customers and keeping their brand at the forefront.
Social media posts
With seasonal blogs and infographics created, you can then share this to your business’s social media channels. But as well as this, you could also create separate posts that relate to the specific season. Think competitions, relevant photos, even polls and top tips – if you create on-trend content that people are talking about, and use relevant hashtags, you’ll be on the path to better engagement, more awareness and increased traffic to your site.
How to create seasonal content
Coming up with a plan for your marketing strategy can be daunting whatever time of year you’re doing it – and whether you’re focusing on seasonal or evergreen content. However, for seasonal pieces, one of the best places to start is looking at a national holidays calendar. As well as popular days like Pancake Day and Valentine’s Day, you’ll also discover some lesser-known celebrations which could be relevant to your industry.
For this reason, it does mean that the best seasonal marketing strategy is created in advance. That way, you can get prepared and ensure you have the best possible content ready to share.