The contents should not be left for the last moment and
should be adjusted to the different needs of the holiday calendar.
The Christmas campaign is a key moment for many affiliate
marketers. Consumers buy almost without reservations, invest a lot of money and
lower their barriers to spending. For companies, it is necessary to put all the
meat on the grill and be as efficient as possible when it comes to conquering
the consumer. And, in that search to convince the buyer that they are the most
appropriate, the contents are crucial. The strategy of the Christmas campaign
must have a good strategy also in content marketing.
The recommendations come from the US, through an infographic
prepared by Skimlinks, although the truth is that their advice, making a
translation-adaptation of keywords and eliminating certain practices (such as
Thanksgiving) can serve to understand how to articulate the Christmas campaign
strategy.
Initially, the key element to keep in mind is that Christmas
is not just a couple of days, but a campaign. It is a keyword to understand
what should be done and how to focus on the content marketing strategy.
Marketers should not focus solely on a moment or a unique
piece of Christmas. The content should not concentrate on the final stretch nor
should it give a single role to an element. It must be articulated throughout
the key month of the campaign (December) and be responding to the needs that
mark the progress of the calendar but also the profiles of consumers that
consume during these dates.
The results begin to be reaped from the first moment. As you
remember in the analysis, some of the companies that start their content
strategy soon achieve returns in traffic since the first days of November. For
others, even if they do not achieve the return in traffic, they do gain it in
SEO positioning.
The key moments, the adjusted content
To this we must add that the content strategy must be
adjusted to the calendar of key days of the campaign. And, although on this
side of the Atlantic there is no Thanksgiving, we do already celebrate the
other dates indicated on the calendar of the American Christmas season. The
content strategy should be similar, therefore.
So, you have to start targeting content and keywords to
Black Friday. In English, the keyword that works best is "deals",
something similar to what happens in Spanish with "offers".
Successful content trends in 2018 also show that consumers want both content
focused on specific vendors and specific verticals.
Once Black Friday is over, you should not think that it is
only time to talk about Christmas and everything related to it. Actually, Black
Friday is a multi-day campaign.
Cyber Monday, already imported into Europe, is another
peak of sales, in which certain types of specific content also work. It is not,
despite its beginnings, a day of only technological sales (fashion and
accessories were topics that triumphed in linked content in 2018). In addition,
the content strategy must play with an element, that of urgency. From the
headline, it should be noted that time flies, to boost immediate sales.
Between Friday and Monday, a weekend of sales and purchases
has settled in the US. It is "silent", as explained in the analysis,
but efficient. Many clicks are recorded and much continues to be sold due to
the Black Friday hangover effect.
Exhausted that moment of sales, the time has come to move on
to the 'hard' contents of Christmas. The keywords linked to gifts and
decoration are the ones that offer the best results.
Mobile Optimized
The contents must also take into account not only which
words and topics will succeed the most, but also how consumers are accessing
the information. The king is already the mobile.
Although a very important part of the purchases is still
closed at the desk, the mobile phone is already the research and web browsing
path. The information will be searched from the mobile.