• reece stewart

Part 1: Planning for the Holidays

The kids are back in school and summer tans are starting to fade. The next thing on everyone’s mind is (let’s all say it together)... planning for Christmas! Okay - so maybe that wasn’t what you were thinking about - but it should be. You need to start planning your holiday campaigns now so you will have enough time to adequately plan and prepare a smooth holiday campaign.

It’s important to note - what’s worked in the past probably will not work this year. Consumer behavior in 2020 is completely different. Below are a few things you should consider when planning your holiday content strategy.

1. Confirm the Holidays on Your Content List

First and foremost, you’ll need to know which holidays you’ll be creating content for before you can start planning. This should be based on your target audience. Below are a few questions you should ask yourself before selecting the holidays.

  • What are their interests?

  • Do those interests relate to any specific holiday?

  • How can you address this holiday?

  • Should you address this holiday?

2. What’s Your Goal?

The purpose of content marketing does not have to be to sell your goods or services. There are several other objectives your content strategy might have:

  • Generate leads

  • Attract subscribers

  • Drive conversions

  • Drive traffic to your site

  • Create trust

  • Create goodwill

  • Introduce a new idea

3. What Type of Content do You Want to Create?

First, where do you want to publish your content? On your website? Social media? Online ads? Maybe your blog? Or do you want to commission or creator guest content?

It’s important to know where you want to publish your content, so you can determine the format of the content you want to create. Certain formats work better on certain platforms. Here a few formats you might consider:

  • Infographic

  • Blog post

  • White paper

  • Ebook

  • Webinar

  • Video

  • Podcast

  • Testimonial

  • Landing Page

4. When Are You Going to Publish Your Content?

How far ahead of the holiday do you want to start publishing your content? Once you determine when you want to start, you’ll need to determine your posting schedule.

Do you want to create a long-term series of content, one large piece of content, or a series leading up to a large piece?

Your answer will be based on how much content you have, how much time you have, the resources you’re willing to devote to the campaign, and your campaign goals. You should also consider any events, even if they are directly related to your business, you might want to relate content to.

It’s not feasible to participate in every opportunity, but having a complete picture of the various moving parts of your campaign will make it easier to make strategic decisions.

With this in mind, there are a few more quick things to remember when planning your holiday campaign strategy.

  1. Know your dates: Make sure you know exactly when every holiday is, especially for the ones that don’t have an annual date

  2. Do your research: Research the holidays to get an in-depth understanding of what they are about, who they are important too, and why, especially religious holidays. The last thing you want to do is offend.

  3. Start planning your holiday strategy early. You’ll need enough time to come up with creative content. The holiday season is hectic enough without trying to develop several content tracks.

If you’re ready to start your holiday strategy, contact us today. We’re happy to help.




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