Whatever your agency’s model, taking advantage of commemorative dates and seasonality to guide editorial planning can save time and result in more readable content; See the step by step
A few decades ago, the changes brought about by new technologies, especially the internet, have imposed a completely different reality on the world of marketing and the scenario could not be more Darwinian: adaptation is a matter of survival.
One of the evidences of the transformation in the market is the increasing number of traditional agencies that have plunged, expanding and innovating in their service offer.
The expansion of RD’s for marketing agencies and consultancies is a very illustrative reflection of this new context. In the first half of 2016 alone, the program grew 40% and reached 700 branches. Today, we already have more than 1500 partners.
A study prepared by Resultados Digitais in partnership with Rock Content, points out that the second most offered service by agencies.
Despite being so fundamental in this scenario, on a daily basis, in contact with agencies of different sizes, we realize that planning and content production are.
Regardless of that your agency adopts to position itself in the Digital Marketing market, I bring in this post some content planning tips so that you can take advantage of the commemorative dates and seasonality to attract, relate and sell more .
Content is king
Those who are aware of the importance of content in an already know: delivering relevant information to the right person at the right time is what drives your marketing funnel.
But for this to happen, in addition to ensuring a clear study of personas, a good understanding of the buying journey and best SEO practices, editorial planning is essential.
As a journalist, I see content planning for Inbound as a predictable and scalable story plan. And, as a journalist, I bet on opportunism to create stories that have appeal and relevance, as I believe in the influence that context can have on the reader.
Therefore, with the collaboration of Skymarketing , I bring in this post some tips for you to use the commemorative dates and seasonality to produce Digital Marketing content.
Step by step for planning
1. Map commemorative dates
Raise dates that are celebrated universally or regionally and that make sense to your customers. This mapping must take into account the personas drawn.
In January, for example, we have:
7 – Reader’s Day: for publishers, newspapers, opticians, ophthalmology clinics;
19 – Hairdresser’s Day: for beauty salons, beauty products ecommerce, makeup artists, who offer courses in the area;
20 – Day of the Pharmacist: for pharmacies, regional councils, laboratories;
24 – Retirement Day: for businesses that have the 3rd age as the target audience, accountants etc.
In February, we have:
5 – Dermatologist Day: for suppliers, in general, sector entities;
28 – Carnival: travel agencies, hotels, costume and paraphernalia stores, party houses, liquor stores, among others.
In May, we have Mother’s Day; in June, Valentine’s Day; in August, Father’s Day; in October, the children’s; November is the month of Black Friday and so on.
If you scrutinize month by month, you will certainly find several dates that can yield good hooks for dialoguing with your persona, nurturing your relationship, generating a buzz on the network or even generating new business.
Partner Agency Tip: has a calendar of commemorative dates! Go to Attract -> Post on Social Media.
2. Perform benchmarking
Searching for inspiration in the market and even from the competition can help a lot in. Analyzing an editorial agenda and content that has already been consumed by the market is a way of knowing where to start, how to identify content that has good repercussion and avoid approaches that may not have the desired effect.
3. Make a historical rescue
If your client has been in the market for at least a year and has already carried out any type of marketing action, the recovery of this content can bring valuable references.
Whether in the more traditional content formats, the commemorative dates may have already been the focus of a previous marketing plan, thus speeding up the development of your own content plan. In addition, the study of materials developed in the client’s life trajectory can also help your agency to innovate, avoiding the production of repeated content.
4. Define content format and purpose
After mapping the commemorative dates that make sense to your client, to continue planning, you can define the purpose of the content and the format in which it will be worked. See some examples designed for the 26th of April, Cocoa Day.
a) Business: aesthetic clinic
Contents: 20% discount coupon for hair removal with chocolate wax
Purpose: is a funnel-bottom content, focused on Lead generation and sales conversion
Format: LP, simple graphic piece to be promoted on social media
b) Business: chocolate e-commerce
Content: post about the benefits of cocoa + CTA to learn about the brand’s line of pure cocoa chocolates
Purpose: top-funnel content for attraction, but with a trigger to increase sales
Format: post in topics, rich in images, promoted on the blog, social networks, link in a press release prepared by the press office about the gourmet chocolate market
c) Business: a bakery that sells cooking courses online
Content: LP with 3 irresistible chocolate recipes
Purpose: funnel middle content, for a relationship with the base
Format: eBook-style content, link to the video and disseminated to the Leads base via campaign
5. Develop an action plan
After being opportunistic, when mapping and planning content, using the commemorative dates as a hook, it is necessary to define an action plan to reconcile it with your Digital Marketing strategy.
In other words, after knowing what to do and why, it is necessary to define how and when to do it, because execution planning is as important as the definition of the agenda and the editorial planning.
If you want to enjoy Mother’s Day (05/14/2017), for example, anticipation is essential. Remember that the date can be an opportunity for many types of business, whether for sale or just for relationships, but it is also a very popular date, so your content should really stand out.
For this, in addition to being a good idea, it is necessary to have good execution planning and a qualified team to “make it happen”.
But, Larissa, did you forget about seasonality? No, although the logic of opportunism, in this case, is very similar to using actual commemorative dates (those that are officially on the calendar) for content production, I thought it best to address this issue separately.
First of all, I want to exemplify here what I mean by seasonality so that we are aligned. Here I deal with seasonal dates such as those events or periods that are repeated annually, which may or may not have a specific date. Example: Black Fridays, changes in seasons, holidays, dry/rain periods, among others.
Period: change of seasons/exchange of hair in animals
Businesses that can benefit: veterinary clinics, home department store (vacuum cleaner, sofa sales), pet eCommerce
Period: back to school
Business: educational institutions, shoe and backpack e-commerce, time management and personal organization app, custom furniture trade (creating a home study unit)
As a matter of fact, the planning and production of content in Inbound Marketing can even act as the good old journalism guideline and appropriate social, political and economic contexts to make an agenda more attractive.
In this case, attention to editorial planning should not only be on the calendar, but also on the media and even on the bar table, where a hot agenda or the subject “that doesn’t leave the mouth” of the people can be hidden (from your target audience).
Situation: Discovery of a Computer Virus
Businesses That Can Benefit: Information Security Consulting or Technology
Situation: increasing longevity of the Brazilian population
Businesses that can benefit: geriatric-focused health clinics, shoe e-commerce for older women, pharmacies, gyms, coaching
In addition to the examples mentioned above, I also bring actions that illustrate how some brands are being opportunistic with the time of year and commemorative dates to produce content. Check out!
1) It’s hot!
A virtual pet products store launched the campaign “Summer and Fun – Enjoy the best of the season with your pet”, offering products with up to 60% off. The screenshot below is of the campaign sent by email, targeted to Leads that have cats:
A large supermarket chain already ran an email campaign with the subject “How about preparing a different meal?” In this message, he brought products on offer that are not so common in the public’s daily life, but which are more consumed in the summer and at the end of the year, such as shrimp, and also presented a recipe for using the product:
2) With an attentive ear!
As I said before, being in tune with what is going on in your city, in your country and even in the world can enrich the production of content for your customers.
A company from Santa Catarina, which develops technology for education with strong adherence in the inclusive education segment, took advantage of a change in legislation to produce content for and, consequently, attract more visitors, also reinforcing its position of authority before this audience.
As it could not be missing, I also bring some specific examples of commemorative dates. On Children’s Day, for example, lingerie e-commerce made a campaign focused on the little ones. It may sound weird, but it turned out great. The result you can.
The Jardim da Resurreição Cemetery, known for having a good-humored content strategy for Facebook, registered the Day of the Dead with a delicate message that had almost 100 shares:
A restaurant located in the center of Florianópolis and which works with the concept of healthy eating took advantage of Dentist’s Day to honor professionals and improve the relationship with the category. Check out the repercussions.
It may sound cliché, but the content is at the heart. Therefore, breaking the brain to prepare a well-founded and structured planning and valuing the production of relevant and quality texts should be seen by agencies as a true investment, within the macro strategy of inbound projects.
Regardless of the model adopted by your agency, taking advantage of commemorative dates and seasonality to guide editorial planning can not only save time, but above all, result in content with more reading appeal. After all, why not go beyond personas, SEO and the buying journey?
Do you know of any interesting initiatives in this context? Do you have any doubt? Share with us in the comments! I will be happy to collaborate