Around the world as late November kicks in and Christmas is on the near horizon businesses focus on making money during the major holidays. Entire industries including retail, automakers, technology and luxury spas realize the winter holiday period is indeed money time.
And so explodes like rockets the annual mad push to make the numbers. But savvy business owners establish a loving relationship with their customers b2b email list download throughout the year. There are three common elements these top content marketers utilize on a consistent basis.
The secret ingredients are uniqueness, effectiveness and coolness. The great news is that you can also apply these elements to your holiday marketing recipe and create a content mix that is abundantly potent.
Whether your goal is to get more people coming through your offline storefront or making clicks on your website, utilizing content marketing is the key to making it happen. According to The Content Marketing Institute; “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
We can see how our three elements add additional functionality to this definition. Content that is unique will be valuable to the audience. Effective content will activate the target audience. And cool content will be so relevant that it will strike at the heart of the community. Great content feels personal and customized to your audience. If you do not have the “right” content, you won’t get the “right” visitors and your traffic won’t convert into paying customers.
When most people think of content they think of text. Articles, blog posts and social media updates. This is only one of several types of holiday content that should be created. Visual content is shared more frequently and includes images, infographics and memes. Audio content like podcasts and interviews are great because consumers can listen while doing other activities. And what about video? It’s the most preferred type of content and you can use it to bring your audience inside your business. And for engagement interactive content like contests, polls, surveys and games that center on your customer can be extremely effective.
Your holiday marketing content should highlight what you’ve learned during the previous engagements with your audience. Through email, social media and mobile you have a good sense of what gets the best response from your target audience. For example, if a particular type of image, blog post or video spiked comments and social sharing during Halloween, now is the time to put it back into rotation. Your clients will feel like they’re seeing an old and trusted friend. And your brand won’t be viewed as a digital peddler who only comes around when he’s trying to sell something.
