The Dangers of Seasonal Content Marketing

by | Oct 8, 2019 | Uncategorized

If you look through our blogs, one of the things you’ll notice are the many posts about targeted content marketing. From tips for how to leverage Halloween in your marketing campaign to advice on how to use nostalgia marketing, using what’s happening in the world today can organically boost your digital presence. However, there can be too much of a good thing, and holiday marketing might be it. 

From the woman who yells about holiday music before Thanksgiving to the guy humming Silver Bells in October, oversaturation in November and December should be real concerns for your content marketing strategy. Unlike the Halloween season, which is often an untapped resource for marketing campaigns , Thanksgiving, Christmas, Hanukkah, and Kwanzaa feel so produced from marketers that it frustrates holiday lovers and haters alike. 

What Not to Do in Marketing This Holiday Season

Your business shouldn’t ignore the holidays, but be wary of too much content that feels salesy. 

Here are some things to avoid when developing a digital marketing strategy.

Promoting your product or service as a gift too early. Your marketing strategy should have you in the mind of your customers come late October and early November, but it doesn’t have to be framed by the season. If you start talking about gifts that soon, people may associate your brand with aggressive marketing tactics. Whether you feel it or not, your brand should be chill enough not to need such desperate campaigning. 

Mentioning the Holidays Too Often. We may not want to admit it, but even the most avid holiday lover gets stressed out by the thing they love. In fact, that stress can even affect your brain. And when it comes to the holidays, there are no end of triggers. Seasonal songs in stores, garish décor inside and out, and even the change of weather are reminders of all the things you have to do to get ready. Create a campaign that answers a problem to the stress of the holidays, but don’t let the season take over your social media campaign or content writing initiatives. 

Ignoring Less Mainstream Holidays. If you don’t know what Kwanzaa is or how long Hanukkah lasts, now’s the time to find out. Google (and its users) sure know about them. While you don’t want to over-promote the season or come off as excessively sales-driven, you also don’t want to ignore the celebrations that are happening that aren’t Thanksgiving or Christmas. It’s good to expand your horizons and learn about others, and, if it benefits your marketing campaign, it’s all the better. 

Keep Your Marketing Strategy Alive Throughout the Holidays 

While we’ve focused on what not to do, there is something you absolutely should be doing – staying active during the holidays. Just because you shouldn’t focus completely on the holidays doesn’t give you license to ignore your marketing strategy; it’s almost as bad as not having one at all. It’s easy to let social media and content writing slide during the business of the season, but that’s prime Google time. Ignoring it means potential customers will be ignoring you. 

One more to-do tip – get help when you need it. You don’t have to do all the heavy-lifting of your marketing campaign alone. The team at Better Content Matters can help. Whether your industry is part of the gift-giving celebration or you want to learn how it can be, talk to us. We write content that converts, so your marketing campaign is more successful – no matter what the season. 

 

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Kimberlee Henry