The world of the internet is there to deliver information. That information can take many different forms but what matters is that users find the right information at the right time. And that’s one of the tricks, give what users want at the right time. What this means is that brands should be aware of certain current events associated with their industry and act upon that by delivering relevant, seasonal content.
Seasonal content is exactly as it sounds, it is content or information made for a specific time frame or period. A good example of this is during the holidays such as Christmas.
Global Seasonal Content
For an e-commerce brand selling items perfect for gifts, Christmas is very important since this would be the time people would like to shop for their loved ones. At the same time, because of Christmas or end-of-year bonuses, they have a little extra cash willing to spend. With that, they should release content perfect for the season. Articles such as “Christmas shopping for your dad” or “How to choose the perfect gaming console” would be perfect for the season.
Valentine’s Day is another great example of global seasonal content. This is the perfect time for online flower shops, chocolate makers, and restaurants to ramp up their seasonal content and target their audience leading up to February 14.
Internal Seasonal Content
There are times that seasonal content is actually dictated by the brand or organization. This is when they have internal milestones or participate in events. During this time, it is best to produce content associated with the milestone or event.
For example, an organization celebrating 10 years in the industry could release seasonal content about their achievements in the past 10 years they are in the industry.
Another good example is when an organization is participating or organizing an event. Articles, videos, and other content centering around the event would be ideal.
Seasonal Content due to Current Events
The first two classifications of seasonal content are easy to plan for because more or less brands know when they are happening. Christmas always lands on December 25; organizations know their own history and anniversaries; and events are usually planned months in advance. But there are times that current events would dictate the seasonal content.
This type is particularly true for news websites that actually bring forth to light current events. They have to be on top of what is happening and create content about what’s happening all over the world. But the same can happen for organizations as well.
If, for example, a new law is about to be passed that would affect an organization’s industry, then it would be a good idea to release content about their point of view on that law and how the organization would react to accommodate the new law.
Others use certain events to further promote why their products are needed. If news comes out that the national railway system stopped for 30 minutes, ride-hailing apps can release content promoting that their services can help people who are affected by this.
Gasoline price is going up worldwide? Perfect opportunity for hybrid car brands to promote why consumers should consider them.
These are just some quick examples but of course, there are way more. The fact of the matter is, in planning and creating content, marketers should be aware of seasonal changes that can be beneficial to their brand. Whether this is a yearly holiday, a one-time event, or an unforeseen event, seasonal content can be a very powerful tool to promote one’s brand and organization.