Christmas is the time that people take time off work to enjoy the festivity. But the lead-up to the holiday is usually a race for both consumers and brands.
However, last year’s statistics show that not all businesses had holiday strategies in place. To avoid last-minute panic this year, it’s important to start planning your seasonal content marketing now.
Some key stats
The most successful content marketing campaigns were three times more likely to have emotional elements. With Christmas being filled with emotions such as joy and happiness, it’s only natural that brands come up with content that elicit those feelings.
Extra tips: content that include pop culture references or rankings/comparisons also perform well. Think about topics such as “The most popular holiday destinations: pros and cons”, or this 12-day email campaign from HBO.
Another Christmas-related statistic is consumers are looking for a mix of promotional and informational content. That means, businesses shouldn’t just think about sales, but see the holiday season as an opportunity to establish their brands as helpful and genuine.
This is the most common content topics as there is a large audience that demands such content. In order to avoid the “salesy feel”:
- Talk about gift ideas that are relevant to your business offerings and the audience
- Add demographic/psychographic information, e.g. gifts for millennials/busy moms etc.
Moreover, don’t forget to incorporate with email marketing, such as last-minute gift buying reminders with special offers.
Show the human side
This is where you can share stories created from within your business. Tap internal ideas and talents, such as getting staff to talk about their gift ideas.
Holiday guides and tips
This strategy works well for both B2C and B2B businesses. It can be standalone blog posts, or series of useful articles around the theme of holiday preparation, but still keeping in mind the relevancy factor.
For instance, brands in the finance industry can write about money saving tips like the example of NAB below.
If there is enough unique content that is seasonal and highly targeted, then consider building a microsite. For example, REI – an outdoor equipment brand – had a microsite around the campaign “OptOutside” which featured hiking trails and adventure ideas.
As Christmas is more about giving than taking, brands can create content campaigns that feature giveaways/contests. Benefits include:
- Building brand affinity
- Potential for user-generated content
For instance, the online fashion retailer ASOS organised a user photo contest that had a different prize each day.
Looking back and forward
Tying to the end-of-year sentiment, brands can create content that reviews the whole year, e.g. industry trends. This is a good opportunity to mix informational and promotional content.
Another way is to look across space instead of time. Examples include round-ups of ideas across the world, like Food52 and their holiday cookies recipes (with links to buy ingredients).
Indeed, brands can also look forward by creating content around trend predictions, or look through the angle of New Year’s resolutions.
For example, fitness-focused consumers would be drawn to blog posts such as "10 Ways to Jumpstart Your New Year’s Resolution” by brands like bodybuilding.com.
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