A Beginner’s Guide to Seasonal Content

Looking for a beginner’s guide to seasonal content? Whether you are new to creating content for your business or you’ve been creating evergreen content and are ready to take your content marketing to the next level – you are in the right place. Keep on reading to find out what seasonal content is, why it is important and how to create it for your own business.

 

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A BEGINNER’S GUIDE TO SEASONAL CONTENT

 

What is seasonal content?

Seasonal content is content that focuses on a specific time of the year. It will usually be based on a specific season of the year, a national holiday, major event etc.

 

What isn’t seasonal content?

Whilst seasonal content can be useful in future years it isn’t useful throughout the whole year, like evergreen content. Find out more about evergreen content here.

 

Seasonal content also differs from timely content. Timely content is content that is specific to the time it was created and will quickly become dated and not useful. In contrast, whilst seasonal content can be timely when published it will become timely again at the same time of year in the future.

 

Why is seasonal content important?

Seasonal content, especially long-form seasonal content (blog posts, podcast episodes, YouTube videos etc) are great pieces of content to market your business for a number of reasons.

 

1. Seasonal, long-form, content has a good life-span

If you optimise your seasonal content for search engines then your content has the ability to generate traffic for years to come. Seasonal content has a much longer life span than timely long-form content or other types of marketing such as social media marketing and sending newsletters to your mailing list.

 

2. Seasonal content is savable and sharable

People get organised for holidays and seasons so having content that is specific for a season can mean your content is saved in a way that evergreen content isn’t. For example, someone could be a Pinterest board filled with ways making their home “perfect” at Christmas. If you have content created around Christmas decoration ideas, Christmas recipes or Christmas games then that could be saved to the board.

 

In addition, seasonal content is also sharable because the sender has a better chance of ensuring what is being shared is applicable. For example, sending a single Mum friend a link to a New Tax Year financial checklist for single Mums in April feels ok because it is ‘that time of year’.

 

3. Enables a business to appear ‘relevant’ and that it operates in the same world as the consumer

Timely content is the most time-consuming content to create. It is created for a specific moment of time and becomes useless soon after. This often leads businesses to shift to evergreen content, but that can make businesses look as if they are in their own bubble. Seasonal content allows a business to look timely and in tune with what is happening in the world (from a seasonal perspective), but has the value of being able to be used year after year.

 

GET A PERSONALISED CONTENT STRATEGY CREATED FOR YOUR BUSINESS A good content strategy needs to combine a number of different elements. I specialise in creating one-person marketing strategies that can be delivered by the business owner or a VA. I’m a Chartered Marketer,  have over a decade of marketing experience and I’m a solopreneur that does all of my marketing myself. That means you’ll get a content strategy that is created combining best-practice, and tried-and-tested marketing techniques, but with a real understanding of what is possible for one person. If you are ready to take the marketing of your business to the next level and get a personalised and integrated content strategy created get in touch. Fill in my contact form here or book a call here.

 

Examples of seasonal content

Here are some examples of seasonal content you can create:

 

Seasons

Does the change of seasons change anything for your ideal client. For B2C businesses some examples would be: a stylist could create content around dressing for Spring, Summer, Autumn and Winter. A nutritionist could create content about eating in alignment with the seasons.

 

For B2B businesses you can think about how the seasons line up with business quarters and the impact that has on the type of business you work with.

 

Holidays

Around the world, there are lots of holidays that are celebrate either based on where the individual lives or the religion they follow. Some examples include Chinese New Year, Christmas, and Easter. Again think about which holidays your clients will celebrate and whether creating content around any holidays is suitable.

 

Events 

There are lots of events that happen on an annual basis as so can form part of your seasonal content strategy. Sport events are great examples of this. Think Wimbledon and Royal Ascot.

How to start creating seasonal content for your business

 

Step 1: Identify the moments that your business will focus on

Create or buy a content calendar that has all of the key dates on it. This will be a combination of national holidays for the companies you operate in, significant religious holidays, popular events etc. Then decide what as a business you’ll create content around. Nowadays there are awareness days calendars that could keep you creating something new every day, but that isn’t your aim. Your aim is to create content around the seasons, days and events that are closely aligned with your business and ideal client.

 

Step 2: Decide what formats you’ll create content for

Now you know what the focus of your content is time to work out what you’ll need to make. If you already have a blog, podcast or YouTube channel then that’s a great place to start. If you don’t already create long-form content for your business this blog post will help you understand the pros and cons of each format so you can decide what is best for your business.

 

For seasonal content, you’ll likely want to create long-form content and short-form content to share on your social media channels as well.

 

Step 3: Keyword research

For the seasonal, long-form, content you’ll want to ensure you optimise it for search so it can appear in search results year after year. You’ll need to think carefully about your ideal client as seasonal content doesn’t always work internationally. For example, a stylist creating content for different seasons will need to make a choice if they decide to go after ‘Fall’ for the US market or ‘Autumn’ for the UK market.

 

Step 4: Create a content calendar

Creating a content calendar that has all of your seasonal content plotted in will then enable you to be able to add in your evergreen content and create your overall content calendar for the foreseeable months or year.

If you don’t already have a content calendar then you learn about how to create your own by downloading the 2023 content marketing plan workbook.

Step 5: Create

All of the research, decisions and preparation has been done. Now it is time to start having fun and creating. Grab your computer, microphone or camera and start creating.

 

 

That’s it! You’ve got to the end of my beginner’s guide to seasonal content.

 

I really hope you have found this helpful. When used well seasonal content works beautifully with evergreen content to create a great mix of content. Hopefully you can now see the power of seasonal content and have some ideas about how you can start to create seasonal content for your business.

 

Let me know in the comments what seasonal content you are going to create next.

 

GET A PERSONALISED CONTENT STRATEGY CREATED IN JUST ONE DAY If you are posting the wrong content you are wasting your time, which is why I offer Content Strategy Days to allow businesses to quickly get a personalised content strategy that they can start implementing in weeks, rather than months. In just one day I’ll help you to create a content strategy, that includes evergreen content, for your business over a specific number of months, or create a launch content strategy for an upcoming launch. To find out more about my Strategy Days click here.  To discuss your specific needs and book a Content Strategy Day fill in my contact form here  or book a call here. Know that just having a plan isn’t enough? If you want ongoing training, support and accountability then I have ongoing mentoring programmes. For more information check out my services here.