#70: How to Mesh Evergreen Content with Seasonal Marketing

Nov 17, 2019 | Marketing / Automation

This month’s theme is Seasonal Marketing…

You knew this was coming, planning. I will try to make this part as painless as possible, I promise.

One of the biggest hurdles in doing a new product or project is that you may be thinking, “Man, I don’t want to have to create something new with a holiday theme just so I can do seasonal marketing.”

Totally get that! And trust me, no one is probably lazier than me. I repurpose things all. the. time.

Today’s quick video is going to show you how you can use your evergreen content in your seasonal marketing so that you can save time and whip right through and get your campaign up and going.

Planning is everything – how to mesh evergreen content with seasonal marketing

You knew this was coming, planning. I will try to make this part as painless as possible, I promise.

One of the biggest hurdles in doing a new product or project is that you may be thinking, “Man, I don’t want to have to create something new with a holiday theme just so I can do seasonal marketing.”

Totally get that. And trust me, no one is probably lazier than me. I repurpose things all the time. So today’s quick video is going to show you how you can do this so that you can save time and whip right through and get your campaign up and going.

The first example is taking what you normally do and just adding in an offer that’s focused on the season or the event.

Let’s say you are a social media virtual assistant (VA) and your target market is mommy bloggers. An example of a seasonal offering might be as follows:

Limited Time Holiday Offer
Too busy to write during the holidays? Take December off!
30 Blog Posts in your niche, written, formatted, loaded and scheduled before December 1st!
Sign up today for this limited-time offer. Only five spots!

This offering is seasonally focused, and limited in both time offered and number of spaces so you’re both offering something seasonally focused, and offering something limited. There’s really nothing new here, just that you are honing in on your target market and solving a problem for them. Their kids are home for the holiday break and they would probably want to spend time with them rather than working.

Remember that seasons do not always mean the typical holidays that people celebrate, they can also mean the seasons of your product cycle or a special cause.

And these you can keep evergreen by not mentioning a specific date or year in the URL, but rather a topic and keywords that will be just as good next year. Such as “Tax Day Special Offer” or “Christmas Crafts for Homeschoolers” or “Turkey Day Two for One” or “Labor Day Content Special.” Then each year update the content but keep the URL the same.

If you are a digital marketer who sells information via your website, in other words, you don’t sell toys or physical products, you can still participate in seasonal marketing. One of the best tools we have as marketers is using the Free Report. Holidays and other events that tie into your seasonal marketing plans are great times to release free reports to help and inform your customers and attract new ones. You can offer a free report as an incentive to subscribe to a mailing list.

For holiday marketing, a free report might be as simple as a compilation of your grandmother’s favorite Christmas recipes. You might publish a
decorating guide for those on a budget, or even a helpful report about getting through the holidays with difficult relatives.

Virtually any type of business can lend itself to an evergreen free report about a holiday-themed topic while making little changes:

  • Wedding-planning checklists
  • Spring cleaning with environmentally friendly tools
  • Summer vacation boredom chasing activities for kids
  • Easy and inexpensive Halloween costumes
  • Romantic getaways for Valentine’s Day

All of these subjects (and literally dozens more) naturally tie themselves to specific times of the year and can make your seasonal marketing efforts easier. Chances are you even have pre-existing content that can be reworked and repurposed to fit into different seasons. In fact, some topics – with just a few tweaks – can lend themselves to many different seasons.

For example, the topic of seasonal marketing which, as a digital marketer, I could create a product any time of the year, but a simple tweak and I have a timely seasonal product.

Shameless plug, I just added a product called Marketing & Promotions Planning templates but just by adding in New Year, it’s a great item to promote for the new year. See what I did there?

I’ve given you plenty of ideas and we brainstormed a lot and you have your idea for a seasonal marketing campaign, now what?

The first step in coordinating your content marketing with your seasonal marketing plan is to keep an editorial calendar. This can be as simple as a desk calendar you jot notes in, to an electronic calendar with reminders built-in. Whatever method you choose, it’s important that you maintain it and pay attention to it.

Some of you will print out all 12 months and have a full year of calendar to fill. Some are cyclical and will go maybe out to a quarter. And some of you, like me, will praise themselves for having the next month planned out.

Now, begin filling in your editorial calendar on a monthly level. What topics or special events will you want to address for each month?

For example, if your business is coaching couples to have a better relationship, and you want to have a campaign around Valentine’s Day, February is obviously going to be a big month for you. Make a note on your editorial calendar of the dates you want to begin talking about Valentine’s Day. Remember, you need to plan ahead. Blogging about Valentine’s Day on February 12 isn’t going to do you a lot of good. You need to start early, so mark Valentine’s Day on your calendar in December.

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