A solid content marketing strategy will incorporate both seasonal and evergreen content. However, keeping seasonal content fresh month after month and year after year can become a real challenge.
A great way to refresh seasonal content is by harnessing the power of current events. When done properly, incorporating trends and hot topics into your content marketing plan can reclaim audience attention, making your brand seem more relevant.
Here are three tips to help you use current events to improve your content marketing strategy:
- Use upcoming holidays and special events
This is the easiest way to leverage the power of current events. Post a gift guide at the holidays, a round-up of great horror films ahead of Halloween, or a list of memorable Grammy moments through the years just before the awards show. Plan ahead and choose only those holidays or events that fit your brand or – better yet – put your own unique spin on an upcoming occasion to make it work for your brand.
- Be a thought leader
Trending topics present an opportunity to add your expert voice to the mix. Establishing your brand as a thought leader takes some finesse, especially when delving into political issues or social causes, but if done well, it can significantly boost your brand’s authenticity, relevance and influence.
- Use reactive marketing
Reactive marketing, sometimes called “newsjacking,” is by far the most difficult way to incorporate current events into content strategy. The practice involves linking an event, a hot topic or breaking news to your brand. When you do newsjacking poorly, it can come off as tasteless, crass or just plain offensive. When done successfully, it can be a great tool for elevating your brand and making it more memorable for consumers.
To use reactive marketing effectively, try to follow these simple rules:
- Pick the right story. Look for news that connects naturally to your brand, and avoid heavy topics like war, natural disasters or other tragic events.
- Don’t wait. Reactive marketing only works if it’s immediate, so be as timely as possible with your tweets or posts.
- Don’t overdo it. Newsjacking shouldn’t be your only source of seasonal content marketing. If you overdo it, you risk giving the impression of unoriginality.
- Proceed with caution. As mentioned above, reactive marketing – especially on the wrong topic – can quickly slide into content that is offensive or inappropriate. Think carefully before you post.
The occasional use of current events to spice up your content marketing can be an effective way to refresh your brand and boost your efforts. Consider adding this useful tool to your marketing strategy kit for noticeable results.