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In SEO, it is encouraged to focus on creating evergreen content. Timeless content is beneficial in the long term as far as SEO goes. That said, seasonal content has its advantages too. In fact, evergreen and seasonal content benefits your overall search rankings. What is seasonal content, and how can it elevate your marketing efforts? Continue reading below to find out:
Seasonal content is time-sensitive content. It’s usually based on trending topics or a specific holiday or event that’s relevant at this particular time. Seasonal content covers new trends or developing stories. Examples of seasonal content are:
Holidays: Christmas, Thanksgiving, Hanukkah, Ramadan content
Seasonal events: Summer/Winter, back-to-school, vacation, playoffs, major league sports
Special events: Coachella, movie or TV series premiere, product launch/releases
Current events: Celebrity news, viral stories
Breaking news: Social, economic, or political content
On the other hand, evergreen content is more focused on topics that do not become less relevant as time goes by. The content is primarily long-form, in-depth and does not focus on any time or date. Educational sites typically have evergreen content.
Bloggers aspire to put out evergreen content because the subjects are not time-sensitive. It’s timeless; people will always look for these pieces of content at any time, no matter the season.
From an SEO perspective, timelessness and relevance are two things that will improve a website’s search rankings. Evergreen content provides long-term awareness, which will benefit your website.
That said, it doesn’t create as much buzz as seasonal content. Evergreen content has very little chance of going viral because the topic isn’t focused on a specific relevant event. Seasonal content has a higher chance of going viral on social networks because less competition is involved in creating this type of content.
If your blog site lacks seasonal content, it’s time to start making them boost traffic and create a buzz. Your blog site should have a nice mix of seasonal and evergreen content. Stop short of mainly depending on trendy topics or seasonal subjects because the benefits aren’t as long-lasting as evergreen content.
Do note that because seasonal content relies heavily on trending topics or developing stories, you must keep up with the latest news and trends. That’s because publishers are given the same information, and the race to create a buzz depends primarily on who can engagingly present the news at a faster time.
Seasonal content is best done by planning in advance. To find seasonal topics to blog about, we suggest scoping Google Trends and Twitter for trending topics or buzzworthy news that gets people talking. You can start with major holidays like Christmas or Thanksgiving content, then add minor holidays like Valentine’s Day or Mother’s Day.
How do you create and market seasonal content? Here are some suggestions:
Whatever topics you choose for your seasonal content, be sure it’s still connected with your brand. For example, if you are a pub owner, you can blog about St. Patrick’s Day or Cinco de Mayo in an article and feature your bestselling drinks. The connection should feel natural, not forced because readers can pick up on that.
Add internal and external links to every post to boost your online visibility and improve user experience. For example, if you are selling perfume, you can create an article about “Best Valentine’s Day Gift for Him” and add several of your products to the list. Add the corresponding product link to every gift item. Even if you add things you don’t sell to the post, creating external links will improve your online visibility while making the post more valuable to readers.
Keep your social media followers engaged by posting new content regularly. Seasonal content makes excellent additional material for shoutouts and entire blog posts. Don’t forget to add blog links to your social media shoutouts for maximum exposure!
Infographics make valuable promotional assets, especially on image-centric social media sites like Instagram and Facebook. Using attractive visuals is an excellent strategy for hooking viewers the second they see the infographic. Infographics make excellent learning materials too. This is especially useful if you’re trying to establish yourself as an expert in your niche market.
Capitalising on holidays, trending topics and popular events will drive additional traffic to your blog site and renew interest in your content. Competition is stiff for leads and attention, and seasonal content lets you stay relevant and on-trend. That’s why mixing evergreen content with seasonal content is a must.
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