In this article, E-commerce Copywriter, Charlotte Ferris welcomes the new season and shares her top tips for creating seasonal brand content that sells.
Autumn has arrived and along with pumpkin spiced lattes, a return to knitwear and the leaves changing colour, the new season also brings a new opportunity to create seasonal brand content for your small and mighty business.
In this blog, I’ll be revealing 5 tips to help you create content that is intentional and planned to sell. The great thing about these tips is you can apply them to each and every season too – so get set to create engaging content all year long!
Just in case you’re not familiar with the term, seasonal brand content refers to content that is relevant to a certain time of year, holiday, occasion or event and is produced with a purpose to engage your brand audience right then and there.
If you’re unsure where to begin or in need of a dose of inspiration, here at my top 5 tips to make creating your own seasonal brand content a breeze no matter if it’s autumn, winter, spring or summer.
Like most things, planning ahead will make the whole process more efficient and effective. After all, if you’re creating content last minute, you may have already missed the window of opportunity to truly engage your audience. I always recommend to my clients to try and work on creating their content at least one month ahead of the intended publishing date as this way you’ll always be able to benefit commercially from what’s happening, along with having a regular content schedule.
When you begin to plan out your content, create an editorial calendar and plan per season. As a product-based business, there will be key holidays, occasions and events you can add right away like Christmas and then those times of year that are more relevant to your product offering; for example wedding season, fashion week, graduation and so on.
There’s now also a day for pretty much everything and so browsing somewhere like National Day Calendar can be a valuable resource to give you lots of ideas that work directly with what you sell. If you sell artisan coffee, then National Cappuccino Day on November 8th presents a natural opportunity for you to create content.
The likelihood of being a small business owner is that you’re spinning a whole dinner set of plates and adding content creation to that list can feel a little daunting. My advice is to think quality over quantity and create a realistic content plan you can manage and set time aside for. If this means just one blog post per month, that’s fine, just make it the very best it can be, ensuring it adds value for your audience, has clear messaging and a call to action. As you become more consistent and get into a regular routine, you can then always add more into your plan when it feels right and your schedule allows you to do so.
As mentioned in my blog on the art of brand storytelling, stories are something we are surrounded by and so it’s no wonder businesses all over the world use storytelling as part of their content strategy. Take retail giant John Lewis as an example, each year their highly anticipated Christmas advert graces our TV screens, with a story designed to evoke emotion. No matter if you’re writing a newsletter, designing an infographic, filming a video, or something else, think once upon a time and lead your content with a story.
For seasonal content, choose ideas that will naturally sell the products you offer. If you sell candles, creating a blog post on ‘how to scent your home this autumn’ has an intentional link to the products you offer and so you can effortlessly mention your products within. The chances are, if somebody is reading this blog post they’re already on the hunt for autumn candles and so by crafting a story that naturally places your products in the eyes of your audience, they are already engaged and close to converting to a customer.
To connect with Charlotte, find her on Instagram @medialuxe_ or in the Small and Mighty Co. Facebook Community. If you’d like to work with Charlotte on planning your brand content, visit her website to discover more.
With an affinity for discovering new brands and a natural love of writing, Charlotte from Medialuxe provides a mix of copywriting, communications and consultancy services for luxe-led brands, covering beauty, fashion, interiors, lifestyle, travel and wellbeing.
Charlotte launched Medialuxe in 2017 and has been helping brands say all the right words in all the right places ever since, making it her mission to curate and share the stories that really captivate customers, right through from concept to creation.