Why You Should Plan For Seasonal Content

You sell as little barbecue equipment in January as a garden pool. Every dealer knows that of course—seasonal goods. Advertising is not worth it. But how is it actually with content marketing, where it’s about more than the next buyer?

Content is almost always a whole bunch of topics related to your products and services. And it’s also about your company, your profile and your image, the story you associate with it and much more.

Are you planning seasonal content? Yes, there is also that. You have a good chance of actually drawing material from a wealth of occasions and developing campaigns from it that make you more visible and perhaps even unique to your target groups.

Seasonal content is more than Easter greetings and Christmas tree decorations.

Under the keyword “Content Marketing” you will already find a variety of practical approaches here in the blog to win new customers with useful, entertaining or sensational content and to support sustainable customer loyalty. Three aspects are particularly crucial for your success in this context:

  1. Circle very specific target groups that are relevant to your business, in the best case, up to the so-called buyer persona. This is a constant challenge so that measures that may even be costly do not simply fizzle out.
  2. Defined goals, strategic long-term as well as current or one-off goals, should form the basis of all content marketing – even if this is, of course, never about advertising with a mallet. Content is not just any random potpourri of topics.
  3. The right time is (almost) always essential for the distribution of content. This also includes well-chosen deadlines for your content planning because the best intention with the optimal target group is for the cat if it is placed at the wrong moment.

So your content marketing plan needs a timeline in addition to the basic idea. If you are planning seasonal content, there are a number of impulses that you can use and which we recommend here.

Plan seasonal content with Google Trends

Are you also happy if something other than “Jingle Bells” comes before Christmas and not the fiftieth variant of hearts and flowers for Valentine’s Day? Seasonal marketing can be very boring when everyone is doing more or less the same thing.

Your content marketing should make you stand out from the crowd! It is therefore worthwhile if you broaden your perspective thematically and with creativity and at the same time, base your content planning on specific times as precisely as possible.

Finding content topics specifically for your company is probably not too difficult. This should have already been done in advance for the general content strategy, at least roughly. So let us now concentrate on those topics that are booming on certain occasions.

That is significantly more than the “usual suspects” from Christmas to summer vacation home to Halloween.

Trends and their season: spaghetti or grilled meat

If you google (no joke!) Spaghetti Day on January 4th, you can see that there really is nothing that doesn’t exist – from a marketing point of view. It is always crucial not to force a term or a topic into a content concept, but rather to create a context that is not only understandable for insiders.

Should “spaghetti” actually find a meaningful place in your concept, the question “when?” Arises – as with any other topic. The barometer for this comes from Google and is called “Google Trends“. By simply entering a search term and selecting a time period, you can immediately find out how often your term was searched for by users in which time period. 

Unsurprisingly, there are no spectacular spikes in “spaghetti”. But strangely enough in the last few years always a low point in the first week of December. At least a clue. For barbecue accessories, on the other hand, the matter is very clear: from the middle/end of April, people suddenly google “barbecue”.

You can also filter the whole thing regionally. In addition, Google reveals what users who query the selected term have also searched for (“related topics” or “similar search queries”). This possibility can be instructive if you are looking for ideas to tailor a topic that seems vaguely exciting for your company at first sight.

Between originality, cliché and embarrassment

Content creation can sometimes stall; E.g. for companies whose offerings essentially always remain the same: What else do I write as a building cleaner in the 25th blog post? In such situations, it is tempting to take up some seasonal topic as a saving straw and fill the blog, newsletter or the “News” page with it. Resist – absolutely! It’s better to let a week go by without content than to have your customers and prospects roll their eyes.

But cliché and embarrassment are not just stumbling blocks when a fancy seasonal content topic is forcibly straightened out. Serious creativity – and the ability to be self-critical! – are also necessary for the really great classics of seasonal content.

In the hustle and bustle, late in Advent, for example, something is created when Christkind comes out, which at best goes to the wastebasket, but in worse cases remains embarrassing in memory.

The little checklist for the seasonal content marketing plan

So everything revolves around content and optimal times. One is a question of advertising fantasy, the other a question of organization. Despite all the challenges of the day-to-day business, try to free up some capacity to get these two things done. The following summary checklist is a start. The details and individual focus then depend on your industry, your offer and the corporate image, whether you are a big brand or a one-person company.

  • Create a general content strategy if you already have one, check whether it is up to date: Does it all fit your company?
  • In this context, create by brainstorming, creative conference or similar. A list of content topics and, if necessary, filter or supplement this with specific seasonal topics based on lists and calendars.
  • Also one-time and For example, you can search for content topics that do not recur every year, Previews of events or anniversaries for the coming year. And don’t forget the subject of “weather”!
  • Check with Google Trends whether supposedly non-seasonal topics do not work better or worse in certain periods.
  • Watch what your competitors are spreading!
  • Make a seasonal content calendar: Arrange everything you have collected in chronological order, prioritize if necessary and create a content plan or an editorial plan with sufficient lead time, deadlines and responsibilities.
  • According to your general content marketing strategy, you have to arrange this plan according to the channels and media that you want to use.
  • Last but not least, consider your market position or your ranking in search engines when timing your content distribution. If you are a smaller player in your market segment, you cannot assert yourself with a topic that is covered by the entire industry at the same time. Here it can be more likely to publish anti-cyclically, to address them locally instead of nationally, etc. This works in a similar way to content creation with long-tail keywords.
  • Don’t throw a topic away because it won’t find a place anytime soon. You would probably miss it in the pickle season.

Conclusion: No content is just seasonal

In theory, you can plan and produce varied seasonal content 365 days a year. – Do not do it! You would most likely take off from your goals at some point and wander towards the newspaper. Seasonal content is a good addition.

In any case, it will often be a balancing act not to sacrifice your company’s offers to a barely appropriate topicality. It is your central marketing idea that has to be the focus of every content! And can serve seasonal content – but just as well as Evergreen content, storytelling, user-generated content and many other forms. The main thing is that your old and new customers are interested!