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How to Write Successful Content for Your Blog Using Seasonality

Content is very important in any marketing strategy. Is content any less important nowadays than it was, say 20 years ago? If anything, it has developed into a more crucial issue with the expansion of what web content constitutes.

What was once an expression associated with email lists and flashy web pages has opened up to a wide range of things like podcasts, videos, social media posts, slideshows, comics, etc. – pretty much anything that comes to mind has its place in content marketing. It is amazing to see what we’ve created.

According to statistics from Orbit Media Studios, updating old blog content can boost results to around 74%. Moreover, according to Kapost, unlike paid searches, content marketing generates three times the leads per dollar. From these statistics, you can see that content is king. Therefore, with this in mind, how do you begin to make yours more successful in attracting more people, particularly in this ultra-competitive world?


Making Your Content Stand out by Following Seasonality

Most of your content ought to endeavor to have long-lasting value for your audience because you’ll obtain more from it in the long term. However, that does not mean that you should not devote more time and energy to extra timely content.

Seasonality can greatly enhance your visibility. Most businesses utilize this approach to drive interests at particular points. From there, they utilize other, long lasting content to keep them hooked. You should look at your overall content marketing strategy as an aquarium – a long-term housing for your fish.


Getting Your Timing Right

This is arguably the trickiest segment of seasonality. With trends that are predictable and occur annually, the main benefit is the capacity to look back at past years and see through tools such as Google Trends when it was that the interest began to peak. For instance, by looking at each year in the last six years, you’ll be able to establish an average to work from.

Strive to launch your campaign right as the trend begins to rise. That will assist you to catch it just as it starts to gather interest, and you can take advantage of that. Moreover, for some seasonal trends, this begins several weeks to several months before the event itself. On the other hand, for the biggest trends, you may want to wait for the final peak or else you might feel the urge to publish months before it. Don’t get disheartened if it doesn’t always work out. Sometimes you'll make the cut and other times you won't. At the very least, it portrays you as someone who stays up to date with what is trending in your industry or online. Even if you’re not the one posting new content about it, ensure that what you end up posting good.

Your attention should be focused on predictable trends and ensuring that they are as evergreen as possible based on the fact that it has an innate time stamp. Remember that you can utilize your content during next year’s season. Furthermore, you can find many useful tips for writing from various online sources.

Too much of everything is poisonous, so they say. At times, a one-time piece - item that you don’t plan to utilize again in the future, can be your most successful one. Therefore, include these too. Sharing resolutions or covering trends at the end of every year is always an interesting idea. Unpredictable trends can be tricky. You ought to always be vigilant and learn to identify when a topic is just starting to trend.


Types of Seasonality Based Content

This kind of content's style could be anything. There are some that are gaining traction and continue to be the go-to content types for most brands, for example, health guides, advent calendars, a sale of watches, gift guides, and infographics.


Utilize Tools to Find Seasonal Trends

Tools can be utilized to create content and also assist in recognizing when seasonal interest rises and falls. This information reveals what users are searching for and when they're conducting the search. Examples of these tools include:

  • Google Trends – As one of the quickest means of finding the time of year interest in a certain subject peaks, Google Trends is a useful tool that can assist in finding seasonal patterns.

  • Google AdWords – To discover the precise queries that your target audience is searching for, this tool will greatly assist you. You can discover search volume for keywords and segment data by month and also location (if your company is concerned with local SEO efforts.


Include Seasonality in Your Editorial Calendar

The advantage of utilizing seasonality when it comes to content marketing is your ability to plan in advance (it can be as far as one year ahead). Furthermore, you can also schedule those content assets for them to go live when you are unavailable, for instance traveling, etc. This way you can ensure the consistency of your content marketing.

In addition, seasonality can be used to help you to get inspired, it invigorates and directs your content marketing, allows you to make the most of popular hashtags and interest peak to boost your content’s exposure, and it also assists you to plan far ahead (thus keeping you organized).


Pay Attention to Your Competition

You will learn a lot when you pay close attention to what your competitors are doing. You need to know the type of content that they are creating when they publish seasonal content or even if there are any seasonal elements not produced that can be leveraged. This is crucial information to have when coming up with seasonal content. Moreover, you‘ll be able to know what to avoid if competitors seem to own a certain seasonal category.


Pay Attention to Headings

After you’ve identified the opportunities and planned ahead with seasonal content, what follows next is the content creation. As it is with any content (seasonal or evergreen), the conventional techniques and methods for writing content for both the search engines and user apply.

Create for the intended user first, responding to possible queries, and then search engines second. Make sure that you pay close attention to the headings. Not everyone wants to go through the whole article. Most people will first look at the headings to find the segments that are most pertinent to them. For instance, if you’re creating content on say, construction during all seasons of the year, ensure that you incorporate keyword-rich headings for each season.

For all the writers, the above are just a few techniques that you can utilize if you want to compose successful content for your blog using seasonality. Your content strategy is your major weapon, therefore, maximize it.

Are there any other tips that you can think of?


Page last edited May 22, 2018 History

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