Why Your Holiday Content Should Be Aligned with Your Brand’s Story
The holiday season is almost here, which means businesses should already have their content development and engagement strategy well in the works. The end of the year marks high sales for companies across a variety of industries; and while content isn’t mean to be salesy by any means, great, relevant content has the potential to make an emotional connection that can likely lead to a later sale.
What’s most important about your content efforts, both during the holiday season and throughout the entire year? Brands should focus on building content around their unique brand story – rather than simply explaining which products are going to be the biggest sellers, content should be designed with your brand’s personality, value proposition (beyond any one product), and target audiences in mind. If you can authentically weave in a holiday spin, even better! Take a look at some of these other techniques for ensuring quality content marketing efforts throughout the holidays.
It may seem obvious, but it’s important to tell a story that your customers will relate to. Particularly when you’re trying to complement the efforts that drive sales, you’ll want to ensure that content is aligned with the products or services your business is best known for. For example, if you sell pet supplies, you likely wouldn’t want to write or talk about how the holidays are the perfect time for parties – it doesn’t make sense to your shoppers, and you run the risk of losing your integrity.
If you sell home décor, focus on how to decorate your home for the holidays to create a warm and welcoming space for guests. Don’t talk about which Christmas movies you can watch, on the giant new TV that someone might gift to a family member. Be an expert in the areas you actually know, (and sell) and shoppers will trust your guidance. Consider creating a Christmas gift guide so that your customers can find what they need for every member of the family; whether you’re selling toys, sports equipment, or home décor, remember to use language that your target audience is familiar with.
Write about what you know, and what your company is about. If your company has been around for decades, remind your shoppers! It can be as easy as saying something along the lines of, “Celebrate our 50th Christmas with us!” Your loyal customer base will feel more inclined to shop for gifts if the content stays unique to the brand. With today’s ever-growing online presence, the story you tell and the loyalty you receive from shoppers is more important than ever.
Who is Your Audience?
Your company should already have a brand voice, and have awareness of who your audience is. If your reach is for middle-class women raising a family, don’t write holiday content that a teenage boy will relate to. As with the copy on your website, your new holiday content should cater specifically to your audience. Make your customers’ holiday shopping experience quick and painless, and they’ll feel more valued and – again – be more inclined to stay a loyal customer throughout the years.
Spreading Local Cheer
Does your company participate in local communities? Talk about it! Shoppers love knowing that they’re buying from a passionate brand, especially during the holidays. If you are giving back to charities or any organizations, it doesn’t hurt to add it to your holiday pages, as well as your social media accounts.