Do you have a well-organised content marketing calendar that includes unique ideas for holidays and special events? If not, it’s time to put on your creative hat. Not only are there ‘National Days’ which can work to your advantage, but there are also well-known celebrations that can fuel your marketing campaigns – we’re looking at your Easter, Father’s Day, Halloween, Christmas, Chinese New Year and many, many more.
So if you’re looking for more content ideas for 2024, here’s how to embrace holiday marketing.
The Benefits of a Holiday Content Marketing Strategy Explained
Consumers spend more during specific holidays than at any other time of the year. So it’s important to promote your products and services accordingly and to liven up your marketing efforts with a seasonal approach.
Brits are expected to spend a whopping £2.1 billion over the Easter weekend, for example, on chocolate, gifts, decoration and entertainment. Therefore, capitalising on this event is very much advised. The majority of consumers also spend between £10 and £30 on Father’s Day. So again, if your business is relevant in any way to this occasion, it’s worth running a campaign.
Having a holiday marketing calendar will make it easier to:
- Roll out time-sensitive offers that appeal to people in the active buying stage. Limited offers and promotions will also create a sense of FOMO, prompting action.
- Launch new and exciting products and ranges. While makeup brands might launch specific sets for Halloween, retail companies can promote their Christmas attire.
- Build a following. The more active and engaging your digital content is during the holidays, the more you’ll draw in your demographic. Know who you’re speaking to and the channels they use. Then create content that appeals to their wants, likes and needs.
- Unleash your creativity. If you’re stuck in your ways, a holiday calendar will allow you to try out different content types to see what works. Think about product teaser videos or even quirky demonstrations. A Halloween makeup tutorial on TikTok, for instance, is fun, creative and will reel in followers.
- Get interactive. Take a look at the Cadbury Worldwide Hide initiative for incentive. This has been promoted early and draws attention to the Cadbury brand in a unique way. Easter and chocolate go hand-in-hand so it makes sense for Cadbury to make the most of this time of year – and you can too. If your budget is small, keep things simple. Run a photo competition of homemade treats or get people to send in pictures of them with their eggs, offering rewards as an incentive.
- Go Behind-the-Scenes. People love authenticity, so show them who you are as a brand by videoing your own office Easter egg hunt or Christmas fancy dress competition. You could also choose a National Day that suits your brand and use this to produce creative content. Bakeries and supermarkets, for example, could celebrate International Picnic Day on 18 June by hosting a giant picnic featuring all their own products. This can be promoted across multiple social channels with in-app links to delicious treats.
Pitfalls to Avoid
Creating a holiday calendar will help you to stay relevant. It also appeals to those looking to spend at certain times of the year. There are certain pitfalls to avoid, however. For example, don’t jump on days that have nothing to do with your brand. International Sushi Day is amazing for food companies and restaurants selling Japanese cuisine but is completely irrelevant to brands selling shoes, for example.
Similarly, approach Pride Month with caution unless you’re an inclusive brand or support an LGBTQ+ organisation. Brands get slated every year for jumping on this event for self-promotion only. Don’t let it be you.
Think about your audience too. If your main audience is Christian then celebrating holidays such as Easter and Christmas is very much appropriate. If you’re growing an Islamic following or operating in countries that follow Islam then acknowledging Ramadan could also be important. You might need to split campaigns and tailor marketing messages to different audiences.
Holidays and special events can spice up your marketing efforts. So start putting your calendar together for the rest of the year. Contact us for help and advice with your content strategy.
