’Tis the season to be jolly and to ramp up your marketing efforts. Consumers spend more around the holidays than at any other time of the year. In 2013, Americans spent $602 billion — a figure that’s expected to increase by eight percent this year.
The season’s underway, and not surprisingly, content is a crucial component of marketers’ game plans. Here are five tips for getting the most from your holiday content marketing efforts
1. Increase your focus on social media
Your content is for naught if nobody sees it. Marketers are using social channels to increase sales, expand brand awareness and promote their content marketing efforts during the holiday season. Although the bulk of budgets are being spent on Facebook, Instagram is the platform to watch. It just hit 300 million active users, making it larger than Twitter. We predict more brands will be expanding their Instagram presence in 2015.
Keep in mind, you’re competing with more content than ever before, and because of algorithm changes, it’s more difficult to ensure your organic content shows up in Facebook’s feed. Consider investing in paid opportunities to ensure your content reaches its desired audience.
2. Get into the spirit
It’s a great time of year to offer discounts and promotions, but it’s also the season for showing off your company culture and brand voice. Try using seasonal hooks in your content to create pieces your audience will really want to read and share. Let your audience get a glimpse of your company holiday party, and don’t be afraid to add festive design touches to your websites, social channels and blogs.
3. Optimize for mobile
Twenty-seven percent of annual online sales are rung up during November and December, according to Adobe’s 2014 Holiday Shopping Prediction. Consumers aren’t just spending more online, they are also conducting more research and transacting more purchases on their mobile devices. Ensure your site is optimized for mobile — 30 percent of people will leave the page if it’s not.
4. Turn to email marketing
The most-used marketing channel to drive holiday purchases this season is email marketing, says Experian Marketing. Almost 90 percent of marketers plan to leverage it. Your message will be even more powerful if it’s aligned with high quality, useful content. Make sure you share more than just coupon codes this holiday season.
5. Give back
Your business probably gives back all year ’round, but there’s no better time than the holidays to let your audience know which causes you’re passionate about. Right now, Mediaplanet offices around the world are working on cause-related campaigns, including World Hunger, Breast Cancer Awareness and Climate Change, just to name a few.
For more information about cause-related content marketing, reach out to the Mediaplanet office nearest you.