With the changing of seasons upon us, I thought it would be a good time to discuss the topic of seasonal content. While it is highly recommended that you create a solid foundation of “evergreen content” on your website, it is also incredibly important to create content more focused on specific times of the year, current events and topics related to your business that have large short-term impact as opposed to a slow gain over time. This is where seasonal content comes into play.
What is Seasonal Content?
Seasonal content is content that is not relevant year-round. While that may sound like a negative, it’s actually a great tool for selling products and services that your customers are looking for and are currently in demand. To give an example, an article on “How to Plant Flowers” is evergreen, as it is relevant year-round, while a “Best Summer Flowers” article is applicable mainly during the summer season. While you will not get as much traffic the rest of the year, you are targeting a hot topic that could drive tons of traffic to your blog during the summer months. When creating content related to these trending topics, you have a great opportunity to generate buzz around your brand. A currently relevant topic is much more likely to get shared and discussed on social media.
“Seasonal topics allow for fresh content creation with limited competition but a long enough lifespan to make a rate of return on the content creation cost. “
Author and Keynote Speaker @LukaszZelezny / zelezny.uk
How to Incorporate
You do not need to be a rocket scientist to develop a seasonal content strategy for your business. Brainstorm or talk with clients and come up with a list of what current topics or trends are important to them. From there, you have your list of points that you will want to cover in your content strategy. What topics have you seen online or in your network that seem popular at this moment? Think about that and then provide content relevant to that need. Your audience will find this useful and it will draw them to your products and services.
What Can I Create?
There are a lot of great seasonal content ideas which you can create to start generating some traffic. Here are a few simple examples to get the ball rolling. To help, I will list an example of each relating to a plant nursery.
- Guides/How-Tos (Ex: “How to plant a summer flower garden”)
- Top Related Topics List (Ex: “Top 10 summer flowers for your garden”)
- Specials – Write a weekly article on what special offers you have on goods and services
- Infographics – A visual representation of trends and popular items can be a great draw for many people. These are extremely sharable across your social media platforms.
How to Find Seasonal Trends
Two quick and easy ways to find popular trends in your industry are Google AdWords and Google Trends. Both allow you to see what your potential customers are searching for and make it sortable by time period. So, load them up, select a date range within the last few weeks or month, and you are bound to find some current topics that you can target.
What is Your Competition Up To?
Another great way to find current trends in your industry is to research your competition and industry leaders. There are not many better ways to research what topics are relevant to your customers than to see what other people are doing to get sales. Try looking at the website and marketing efforts of your top five competitors and see if there are any trends. Then create content that is related to the topic, but unique enough to your business and customers that it gives you a competitive edge on your competition.