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Brittany Balog

By: Brittany Balog

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November 6th, 2012

Tailoring your Content Creation for the Holiday Season

Content Marketing

content creationThe winter chill has started to creep in and you can hear the bells ringing in a distance in anticipation for the upcoming holiday season. Naturally in the marketing world companies are devising their holiday campaigns months in advance to take advantage of the shopping rush (and holiday cheer).

It is easy to create a holiday marketing campaign, but it is hard to create a strategic holiday marketing campaign that continues to reach your target audience and not go overboard with the cheesy holiday catch phrases. By keeping a few factors in mind you can revamp any campaign you have or create new campaigns not only for the holiday season, but to cater to holidays and seasonal trends throughout the year.

The most important thing to remember when devising your new marketing campaign for the holidays is to be focused on your content creation. While you have great offers and an amazing campaign idea, your content still needs to reach your target audience.

Are you interested in learning more about the importance of content creation? Read our ebook, “How to be the King of Content Marketing” to learn more!

What to Incorporate in your Content Creation

Everyone loves a good deal no matter what time of year it is. People also love creative marketing campaigns, but it is important not to go overboard in relation to seasonal or holiday deals and campaigns. There are several ways to acknowledge the holidays and revamp your content without being the annoying company with too many holiday promotional items.

Companies have been doing an amazing job of creating holiday campaigns people love. For example, Office Max created their Elf Yourself Application, Starbucks created their Red Cup campaign, and Macy’s has started their Believe Campaign donating money to Make-A-Wish Foundation for every letter to Santa they receive. These campaigns pull people into their campaigns, rather than pushing content upon them. People want to engage with their product and enjoy the marketing campaign, they don't feel overwhelmed by pushy and sales based content.

There are simple ways to continue pulling people into your campaign by utilizing holiday content in your inbound marketing methods.

  • Blog posts: use long tail holiday keywords to engage with the holiday, but still stay focused on your target audience’s main objectives

  • Landing pages: optimize these to be specific to the holiday's by using time sensitive pricing that is only available during the holidays. For example offer a holiday promotion for only existing and new subscribers before X date.

  • Email Marketing:  When conducting a lead nurturing and email marketing campaign make sure the holiday emails aren’t excessive, people will get annoyed and your work will end up in the trash. Also, include promotional offers that are only available until X date. Make sure your emails include links back to your blog or landing pages promoting deals if you shop or act early.

  • Social media: utilize these outlets by optimizing your Tweets and Facebook posts to be fun and include holiday language. Using the # with holiday words in relation to your content could increase your leads

What to Remember

Your target audience is still the most important piece to the puzzle. You may have an amazing idea catered to the specific holiday or time of year, but it won’t be successful if it does not generate leads and sales for your company. Set an achievable and measurable goal by planning ahead of time and creating a results driven campaign. Define your goals and objectives and who you want to reach. Create deadlines to make sure you can measure what you have accomplished in a timely manner.

A very important thing to remember is that not everyone has the same holidays off or are living in the same climate areas as you are. Never forget your target audience! You should not stop your inbound marketing efforts just because you think offices are closed for a holiday. Everyone is always hooked to their electronic devices and your online marketing efforts will still be seen even if offices are closed for the day in some areas.

All of these ideas don’t just pertain to the winter holiday season. There are tons of other holidays you can cater your content to including:  Columbus day, Memorial Day, Mothers Day, Fathers Day, Thanksgiving, 4th of July…just to name a few. By effectively editing your content to focus on specific holidays or seasons you quickly obtain a huge amount of new content. You can take old blog posts and social media posts, and relate them to a holiday and instantly have a renewed piece of content that is still targeted to your audience with a fun twist on it.

So eat, drink and create merry content for this holiday season using the tips above. (I had to throw one cheesy line in to get my point across).

To learn more about content creation read our ebook, “How to be the King of Content Marketing” or Contact IMPACT to learn how we can help!

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About Brittany Balog

Brittany Balog was a Senior Account Manager at IMPACT from 2012-2013. During her time here, she enjoyed diving into her client's organizations and developing comprehensive Inbound strategy to achieve their goals.

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