Seasonal trends and holidays have always played a major role in marketing. However, these events and effects can be used even more efficiently with content marketing. We show you why you need a holiday calendar and why it can be useful to plan marketing events around these events.
Holidays are often a good opportunity to encourage customers to make purchases. This is especially true for important holidays such as Christmas, but also for smaller holidays with a less commercial background. If you want to do good content marketing, you can make very good use of such events to integrate exciting, entertaining or even educational stories into your marketing.
Specific content marketing around an event allows customers to be picked up and entertained while getting them excited about products or services as they pass by. And the calendar offers a large number of public holidays or so-called "campaign" and "theme" days throughout the year, which are particularly suitable for this purpose.
In content marketing, it is important, among other things, to provide customers with information that brings them immediate added value. This often means that companies have to obtain relevant background information and prepare it well. It therefore makes sense to extend such campaigns not to individual articles, but to series. The bigger and more important a holiday is, the more sensible this is
.No one would think of publishing just one post on the topic of Christmas at the beginning of December and then not go into more detail. Festive seasons offer the opportunity to create entire content campaigns and thus guide customers from the first interest to sales maturity.
The display of individual articles can also be automated and adapted to the prospective customer(s)
One advantage is the ability to plan these items in advance. As a result, key staff are not tied up during the holiday season, allowing them to focus on optimizing campaigns and marketing events.
Those who plan early and design campaigns for the holidays will benefit from this solution several times over in the long term.
In addition to our traditional public holidays, the public holiday calendar has grown more and more in recent years. We can no longer imagine life without many international holidays or special days, such as Valentine's Day, Halloween or Black Friday. There are also many campaign days throughout the year, some of which have only recently become more widely known. And days such as "Change your password day" on February 1st every year or July 17th as World Emoji Day are only on a few people's radar. If you look at current celebration or action day calendars, you will often find several topics per day. Some of these can be an interesting anchor for your business.
However, this does not mean that you can or should use every public holiday. Look for the holidays and events that are particularly well suited to your company and your target group. You can usually identify one or two smaller events or one big holiday per month. You can now plan and prepare the corresponding campaigns around these days. However, remember that you may need to optimize or adapt them if new trends emerge around the holiday and you want to take these into account in your marketing.
Being ahead of the trends almost always pays off.
In content marketing, you can push your role or contribution and your expertise on the respective topic and thus gain more weight with the target group. You should not overwhelm your readership with content. Choose a certain number of suitable holidays and events carefully and only use these. It is not expedient to tire or overwhelm your readers or customers. Less is more. Especially if you are planning not just one post, but an entire marketing campaign around the festive season.
Content marketing during the festive season only makes sense if it can achieve the goals you have set. Think about specific goals for the individual holidays. Major holidays such as Christmas or Easter are primarily about sales and therefore conversions. This is why smaller and seasonal events can be used to increase the visibility of your brand, among other things.
Since many of the holidays and seasonal events can also be used multiple times, it is definitely worth knitting your own campaigns around smaller events. For example, you can use storytelling to highlight the character of your own company or make your employees more present. The possibilities in this area are numerous and should be put to good use. However, remember that although the various marketing content can and should build on each other, they must also work on their own. Not every customer will see all the content and be interested in it.
The many promotional and festive seasons offer enormous potential for companies in content marketing. The big advantage is that many of the marketing interactions can be planned and prepared very well in advance thanks to the fixed days and periods. Marketing automation can therefore also be integrated here, which can access content with a thematic reference in the relevant periods.
If you are particularly industrious and don't have to wait for the product range to change, you can theoretically cover all the festive seasons of a year in content marketing early on. You should also not forget rather unknown or new themed days such as World Emoji Day, as these usually enjoy special attention in the social media. Cover some of the holidays earlier than others and use large and well-known celebrations for targeted content marketing that places your own products in an advantageous and relevant position and boosts sales.