It can be tempting to write evergreen content that will remain relevant whenever it is published. Evergreen articles or blogs are suitable for posting at any point in the day, week or year, regardless of the weather, political climate, breaking news stories or holiday seasons. They can be published at any time, and for this reason timeless content is far easier to schedule. However, relying purely on continuously relevant content may mean your company misses out on valuable traffic and attention based on topical events that are likely already on your customers’ minds.
Why Use Seasonal Content?
Constantly thinking of new and interesting content that’s relevant to your business can be challenging. By adding seasonal topics, your can start to fill your content framework based on a yearly calendar. If other events occur during the year (a new Prime Minister, the death of someone in the public eye, or even severe or unexpected weather) these topics can also be slotted in. Making space for seasonal content should keep articles fresh and meaningful to your audience or customers.
Write Relevant Articles
Seasonal content will highlight to your audience that you are up to date with current affairs, environmental issues, or celebrations around the world. However, the content must be meaningful and offer value to your reader.
For example, as I write this on 5th October, it is National Pumpkin Seed Day (yes, really). If you run a bakery, cafe, farm shop or are in the health food or cosmetics industries, you could use content relating to this day of celebration to attract customers. However, if you sell insurance you may have a much harder time making pumpkin seeds relevant to your brand. Customers can see through attempts at exploiting a topic purely for an organisation’s gain, so gratuitous shots are best avoided.
Make It Useful
Your clients will be more likely to engage with your content if they know it will benefit them. Depending on your industry, the following offerings may be well received:
- How to host Christmas on a budget
- Expert tips for choosing a private pension in a recession
- Smart ways to heat your home for less
- DIY Halloween costume tips
- How to encourage your child to read in the holidays.
Create Connections
Adding seasonal content is a great way to encourage links to your site. If you run a nursery, you could write a post giving parents tips on keeping children warmer for longer when outside in winter. Reach out to parenting, early years or education bloggers, who may be willing to share your advice. Even if your article says nothing about the nursery, the links you create may mean you’ll benefit from additional traffic and potential new customers.
Don’t Forget Social Media
Social media relies even more heavily on being topical. To engage and encourage new clients, your content needs to be interesting, useful and timely. Once you get into the habit of creating seasonal content, it will start to become second nature.
Maintain Your Evergreens
There won’t always be an event or holiday that is relevant to your business, and your audience should find your evergreen articles interesting and informative, too. Intersperse evergreen and seasonal content to keep your readers engaged and prove yourself as a thought leader in your industry.
If your business is not already utilising seasonal content, get in touch today to learn how I can help you to create content and feature articles your clients will value.
