Content Marketing Blog mint

Content Marketing Blog

Season’s Tweakings

Giving Your Content Strategy Some TLC 

On the first day of Christmas, my true love gave to me: a content marketing strategy?

OK, maybe that’s not how the phrase goes, but it’s the thought that counts😊. The holidays aren’t just fluff and fun; they’re also the most profitable time of the year1 . However, during the holiday season, your marketing strategy might be the last thing on your mind. As the festivities roll in, it’s important to consider how your marketing efforts can reach full potential and cement a loyal audience.

According to marketing strategist Jessica Foster, every holiday is an opportunity to stand out from your competitors and attract holiday traffic. While it might seem early to talk about Christmas or Hanukkah, planning ahead can save a whole lot of hassle. As she tactfully notes, without proper planning, your existing marketing is “as effective as a lump of coal.”2 Thankfully, it’s easy to adapt your strategy with tweaks to your content and search optimization.

 New Season, New Content

If you’re a new marketer, it’s time to create some holiday specific content. Where would you even begin? You might feel overwhelmed by the sheer magnitude of scale and topics to cover. A good place to start is by identifying the keywords that are making a splash on search engines. If you’re looking for a low-down on keywords, check out this article on our blog about the importance of keyword targeting.

Google Trends is a great tool to help you identify what words are more, or less, effective than others. For example, the tool can help you differentiate the current peak in searches for ‘Holiday Savings’ versus ‘December Savings.’ From lists to anecdotes, your holiday content does not have to be repetitive and boring. It can be a great opportunity to connect with audiences in festive spirits.

Re-wrapping Your Content

For established marketers, updating your existing holiday content is a cost-effective and efficient way to make an impact this holiday season. Leveraging old assets allows you to focus your energy on bringing in quality organic search traffic to your site. Now, before you decide to bring back that old blog post from 2012, it’s important to analyse current relevant search results.3 According to content marketing specialist Andrew Dennis, consider these variables before you put your content under the knife:

  1. Page 1: What does Page 1 of your search feature? If there are big brands plastered over it, it can be difficult for your content to break through the noise and rank high.
  2. Finesse the Format: Common trends in ranking pages will help you identify what’s successful and what’s not. For example, if video repeatedly appears in the top search result sites, it’s worth updating your old content with an mp4.
  3. Intent in Action: Find patterns and gauge insight into what searchers are really looking for. As Dennis says, “Analyze the results to better understand what searchers want.”

The holiday season is the most wonderful time of the year. Why should it be only mediocre for your bottom line? With strategic content planning, make the season feel less like a weight and more like a gift, perfectly wrapped and ready to be given at the right time.

Are you interested in creating a strategy for the holidays and beyond? Do you have difficulty thinking of ideas and consistent content? We are a content agency in Mississauga, Canada with the expertise to craft the plan and the content you need to connect with your audience anytime of the year.

Use our online form to get in touch. You can also follow us on Facebook, LinkedIn, and Twitter to stay up-to-date with content marketing trends.

Share


Recent Posts

Sheetal Pinto - 8/4/2022 06:00

And Why It's Important!

Featured snippets on Google are valuable digital real estate for your content marketing assets. These snippets are quick answers to search questions. Although snippets are designed to provide answers for the user without having to clickthrough to the page, Hubspot found that content with a snippet had a higher click-through rate of 2x or more, making this search feature important to your SEO strategy. If you can get your copywriting featured as a snippet, it builds your authority and visibility.

Sheetal Pinto - 7/21/2022 06:00

But Your Audience is Looking for Value!

Events can be a great way to promote your brand but getting people’s attention in the current landscape can be difficult. Start with an extensive content marketing plan that entices your audience to attend your event because they see VALUE in it. Here are useful content tips for event marketing.

Sheetal Pinto - 7/7/2022 06:00

Move Over 'Engine'; It's Time for 'Experience'

Work smarter, not harder can be applied to many different situations. Content marketing relies on artificial intelligence, but even so, your content can work smarter for your employees and customers. The key is using best practices and the right technology for SEO and copywriting.

Sheetal Pinto - 6/16/2022 06:00

Use the Right Content Nails!

‘Cinderella' is the classic rags to riches story. Her sisters wanted to marry the prince, but just dressing up as princesses wasn't enough. Nothing the sisters did could make the prince choose them. The glass slipper had to fit. The real match happened when the slipper fit perfectly. Content marketing is much like that fairytale perfect fit. Personalized content can be that perfect fit. Here's how to use the data you have about your customers to make the content fit.

Sheetal Pinto - 6/2/2022 06:00

Don't Rely on Endless Spreadsheets for Keyword Optimization

Phil Frost, Founder and COO of Main Street ROI, says, “Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users.” Google indexes information to provide relevant search results, not to make marketing easier. When you keep that in your mind as part of your content marketing strategy, you can use keywords to support your SEO strategy to provide engaging content that delivers value to your audience.

Sheetal Pinto - 5/19/2022 06:00

What You Need to Know

If there’s one thing you can count on, it’s that Google is going to update its search algorithm. Some experts estimate that Google makes 500 to 600 updates annually, or once or twice each day. Most of these changes don’t have a significant impact on your SEO strategy, but every now and then, one comes along that can have serious repercussions. Learn more about two new features of Google search that help users verify and evaluate search results.

Sheetal Pinto - 5/5/2022 06:00

Google, one of the largest companies in the world, relies on artificial intelligence for hundreds of it projects. It can seem a little hypocritical for Google to tell businesses that they can’t use AI-generated content on their website. Back in 2010, Google’s John Mueller said that using automated translation tools to create content for your website “could be viewed as being against our Webmaster guidelines.” Here we are, over 10 years later, and Mueller just tweeted that “content generators have been around since the start of the web…Most sites…don’t need help creating low-quality content.” There’s a big discussion in the SEO industry about AI-generated content.

Sheetal Pinto - 4/21/2022 06:00

One of the toughest things about creating content is coming up with ideas. You can research keywords all day long, but if you can’t come up with topics around those keywords, your content may fall flat. If your in-house copywriter is struggling to keep up with a content calendar, you might be thinking about working with a content agency. Use these questions to prepare for a meeting with the project manager or as starting points to create your own content. 

Sheetal Pinto - 4/7/2022 05:54

There just isn't a 'softer' way to say this; it's bad. Duplicate content, as defined by Google, “refers to substantive blocks of content within or across domains that either completely match other content in the same language or are appreciably similar.” Google highly recommends avoiding duplicate content. The key reason is that the ranking of the page on search engine results may suffer. This means, your audiences will not find your content, and when they do, they are unlikely to consider it useful. Understanding how Google handles duplicate content can help you elevate user experience and create a better content marketing plan.

Sheetal Pinto - 3/24/2022 06:00

Modern customer expectations have dramatically changed over the past few years. Although the pandemic certainly influenced customer behaviour in many ways, customers were already trending towards transparency and social responsibility from the companies they patronized. Creating content that shares your values and mission can bring your audience together to support your brand. Here are some ways to create connections to your audience through content marketing.