Tuesday 13 December, 2011 at 11:29 am / 0 comment

Content Strategy for the Holidays

The holidays are here and it’s time to reap the fruits of your hard work.  

by Jessica Lee, Marketing Team, Ephox

There’s one key difference between the holidays and the rest of the year, and it isn’t just the Christmas Carols and general good cheer. Here’s the most important thing you need to know about the holidays: consumer wallets are open, and they’re ready to spend.

In terms of content strategy, this should provide you with clear directives.

Ramp up your conversion strategy

Consumers are ready to spend money and so are businesses. Since it’s the 4^th quarter, a number of businesses have to spend what’s left in their budget, and you need to make sure that largesse is coming your way. Specifically, that means putting aside the relationship building side of your content strategy and focusing on conversions.

The success of a holiday campaign can be measured by how many people buy, sign up or register. It should be the time when all your hard work pays off.

Emphasize convenience

Despite their willingness to spend, consumers also have significantly less time to think about their purchases. Direct your content strategy in a way that makes conversion as easy for the consumer as possible. For instance, you could ramp up your mobile strategy. Make lines of communication open in case of any technical difficulties.

Make a list and check it twice

The holidays may give you a break from the “relationship building” side of content strategy, but that doesn’t mean you can rest easy. Take a hard look at the past year. What’s worked? What hasn’t? Are your analytics giving you the information you need, or do you need another way of getting that information? If you don’t have the brand recognition you need, why not?

Use the holidays as an opportunity to energize your brand by winning new conversions. But while you’re reaping the rewards, don’t forget to look ahead to the new year.