A Content Marketing Story: Dominating Your Marketing for the Holidays

Molly Bruno

Written by Molly Bruno on Wed, Nov 05, 2014

content_marketing-1Do you associate the holidays with massive marketing efforts from large retailers? Of course you do. From the Macy’s Thanksgiving Day Parade to Black Friday and beyond, once we enter November, all bets are off. Large retailers covet the holiday season as a surefire period of consumer spending. Though the holidays and retail stores are notoriously entwined, small businesses can also get in on the holiday action this year.

By implementing a strong content marketing strategy, you can capture the attention of your audience during one of the busiest times of the year. Remember these tips for dominating your marketing this holiday season.

Be mobile friendly 

With 87% of the world’s population using a mobile device and the preference for smartphones and tablets growing, it is essential for your content to be mobile, especially during the holidays. According to a study by Outbrain last year, a large portion of holiday content was consumed on smartphones in 2013. The study showed that clicks to holiday content from smartphones surpassed that of desktop computers at times. Specifically, Americans consumed more holiday content from their smartphones than from their computers on the last three weekends of November as well as on Christmas day, according to the study.


Send the right message

The core of content marketing is creating valuable content that speaks to and attracts your audience. As you continue content marketing efforts with blog posts, social media outreach and downloads, such as ebooks or guides, make sure you are sending the right message to your audience this season.

According the same study, Americans (on average) seemed more concerned with saving time than saving money. The study pulled out which keywords resonated more than others. 

Effective keywords

  • “quick” 
  • “easy” 
  • “simple”

Less effective keywords:

  • “budget” 
  • “afford” 
  • “money"

By implementing keyword research and letting insights like the above steer your messaging, your content has a better shot at reaching your audience.

Be a go-to resource

Whether you own a restaurant, a software company, or a lawn care business, your content can bolster your expertise and present your business as a go-to resource during the holidays. How? Construct helpful, engaging content for your audience during the holidays. Offering a sale or coupons for a limited time can attract an audience searching for holiday discounts. Creating useful guides, seasonal tips, or insider information can attract an audience looking to save time.

Don’t let the holidays come and go this year. Now is the time to consider what your audience really wants from you, and how to give that gift through creative content. With a mobile-friendly site, holiday-themed offers, and helpful tips and guides, you can be on your way to boost your holiday sales like the big retailers this year.

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