The time just before Christmas can mean two things in particular for companies. For online shops, the hot phase of the shopping season begins. Companies outside the retail segment, on the other hand, can already prepare for the break between the years.
But in both cases, this does not mean that there is no room for optimization in online marketing. Because even if your marketing department is on Christmas vacation, your customers, fans and followers are not.
When it comes to content marketing for winter on social media, you won't be given a break. And of course, you can continue to be as committed as you are the rest of the year. In this guide, however, we will show you why it is worth adapting your content marketing strategy specifically to the winter.
Get in the mood for the holidays
When it comes to social media marketing, think up-to-the-minute about what is happening in your company and in the world. And the cold season naturally offers you more than just enough impetus to plan ahead with the holidays in mind.
The center of a winter campaign is the Christmas holidays, as these are quite simply the peak shopping season in this country. The perfect opportunity to show your potential customers once again why your products and services are so essential. The why should be the main focus here. After all, your customers' senses will already be overloaded with advertising shortly before Christmas. So put the benefits of your company much more in the foreground.
Convince with the content and the real benefits of your products. For example, do your products make a particularly ecological gift, do you offer special deals for the holidays or is your product simply timeless as a gift?
The special trick here is not just to convince people to buy, but to convince them that they are buying the right thing for their loved ones. Of course, you should also bear in mind that customers also like to discover something for themselves when they are rummaging for gifts anyway.
Content marketing tailored for winter
You should also pay close attention to specifically addressing people's needs during the holiday season. How do your customers get through the holidays stress-free, what does your company offer to ease colds or pass the time? What about pets on New Year's Eve, what footwear will keep you active and fit even in the snow?
Find the interfaces to classic winter topics such as the cold, gaining and losing weight, healthy cooking, Christmas, the turn of the year and much more.
At the New Year, many people think about turning their lives upside down and look for a new hobby or work on self-optimization. Encourage your customers to make the most of their resolutions. Show them how your products and services can do just that.
Companies that work with subscriptions benefit most from the annual trend of good intentions. From online learning with Skillshare, Udemy and Masterclass to sports subscriptions with Freeletics or Runtastic, January is all about self-optimization.
And because content marketing for winter shouldn't just be about your product, keep teasing it with blog posts and guide articles. Show that you also care about the well-being of those who simply follow you on social media because you offer real added value.
And as soon as January is over and the first resolutions have faded or the Christmas pounds have been worked off, Valentine's Day is a day for lovers. This is closely followed by preparations for spring and the start of the active season.
So you don't get a real break in winter and can at most return to everyday content marketing between the major events.
Use side effects that the competition leaves out
Making your content a real success across all social media channels doesn't just meandoing the same thing as the competition. After all, even the best guide on how to lose those Christmas pounds quickly in January won't attract much attention if you simply follow the trend that your competitors are also following.
So what is the unique selling point of your content? What twist does your special knack for marketing have in store for your users? And in which areas are you deliberately bucking the trend?
Show how Christmas can be lived more ecologically and consciously, what vegan alternatives there are to Christmas dinner or what bargains are waiting after Christmas for all those patient people who have not already spent their annual budget.
Every trend always creates a counter-trend and if you can sell this with an authentic and likeable voice, then your content might be just the right haven of peace that people are longing for at Christmas time and in winter.
Because just as you can tap into people's positive emotions for the holidays, you can also benefit from the saturation of winter and the Christmas season. Because this perceived negativity of users means nothing other than a longing for positive experiences beyond the winter event horizon.
Every successful recipe for a mulled wine evening also needs an article about why salad is perfect in winter. After all, just because the temperatures are dropping outside doesn't mean that the diversity of your followers and fans will freeze.
Be ready for events and the latest content
You can prepare much of your content marketing for the winter, but not all of it. Especially if you are more closely tied to social media and rapidly changing media such as Instagram Stories, you should always have your camera at the ready.
After all, authenticity on social media is like hard currency. So also show what your office/company or store looks like in winter. Give insights into the packing of parcels or a view outside when it is snowing over the factory.
Also showcase your customers when they show how they use your products in winter on social networks. Whether they're skiing down the black slopes at high speed or simply snuggling up on the sofa with their child and cat at home.
Winter as a season is dark and heavy - show that it can also be lighter.
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