{"id":143361,"date":"2021-06-17T12:06:18","date_gmt":"2021-06-17T12:06:18","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=143361"},"modified":"2021-06-17T12:06:18","modified_gmt":"2021-06-17T12:06:18","slug":"heres-how-you-can-master-your-next-seasonal-digital-marketing-campaign","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2021\/06\/17\/heres-how-you-can-master-your-next-seasonal-digital-marketing-campaign\/","title":{"rendered":"Here\u2019s how you can master your next seasonal digital marketing campaign"},"content":{"rendered":"<div class=\"well\">\n<h2>30-second summary:<\/h2>\n<ul>\n<li><span style=\"font-weight: 400;\">To ensure organic visibility for your seasonal pages, start creating, optimizing, and analyzing them now<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Start creating, organizing, and scheduling seasonal content assets now for a head-start when it&#8217;s time to start focusing on driving sales<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Evaluate your past seasonal content performance to be able to recycle, update, and possibly even expand them into standalone projects<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Research your competitive tactics to evaluate how they utilize seasonality in their digital marketing strategy<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Create a detailed editorial calendar to plan out all assignments and deadlines to \u201ccatch\u201d the rising interest in seasonal content and deals<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">Summer is a slow season for many businesses, especially those in a B2B niche. If things are a bit slow for you now, here\u2019s an idea &#8211; Use these quiet months to turn your next big season into a huge boost for your business. <\/span><span style=\"font-weight: 400;\">Here is how you can start preparing for your next big seasonal content marketing campaign now:<\/span><\/p>\n<h2>1. Check your seasonal rankings now<\/h2>\n<p><span style=\"font-weight: 400;\">Do you have a page (or pages) offering seasonal deals, gift ideas, and special offers? The demand for this type of content may be seasonal but its rankings should be permanent. That\u2019s why I always advise against removing these pages or even delinking them throughout the site.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You want those pages to always be accessed by Google for your rankings to be there when the searches start climbing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you cannot find your site ranking for your target seasonal queries, it is time to set them up even if the actual season is still months ahead.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143369\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/seasonal-pages-1024x848.png\" alt=\"Seasonal campaigns\" width=\"640\" height=\"530\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/seasonal-pages-1024x848.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/seasonal-pages-300x248.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/seasonal-pages-768x636.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/seasonal-pages.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: Screenshot created by the author<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Furthermore, Spyfu offers a comprehensive analysis of all SERP movements for you to identify important patterns and spot a competitor that was doing the best job retaining their organic visibility for seasonal search queries:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143370\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/serp-movements-1024x515.jpg\" alt=\"SERP analysis of seasonal marketing campaigns\" width=\"640\" height=\"322\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/serp-movements-1024x515.jpg 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/serp-movements-300x151.jpg 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/serp-movements-768x386.jpg 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/serp-movements-scaled.jpg 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: Screenshot created by the author<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Read more about this feature <\/span><a href=\"https:\/\/help.spyfu.com\/en\/articles\/3040796-how-to-find-a-site-s-ranking-history\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it comes to <\/span><a href=\"https:\/\/searchenginewatch.com\/2014\/01\/27\/understanding-seasonality-in-search\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SEO, seasonality<\/span><\/a><span style=\"font-weight: 400;\"> can be tricky but it definitely needs to be planned ahead as organic SEO takes time to yield results.<\/span><\/p>\n<h2>2. Start creating seasonal assets (content and social)<\/h2>\n<p><span style=\"font-weight: 400;\">Your high season is going to be a busy time for you and your team, so while planning your upcoming campaigns, start creating (and even scheduling) your content assets beforehand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When brainstorming seasons content ideas, I always turn to Text Optimizer that does a great job suggesting related concepts and angles to focus on:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143372\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/textoptimizer-seasonal-1024x850.png\" alt=\"Semantic search for seasonal content ideas\" width=\"640\" height=\"531\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/textoptimizer-seasonal-1024x850.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/textoptimizer-seasonal-300x249.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/textoptimizer-seasonal-768x638.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/textoptimizer-seasonal-1536x1275.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/textoptimizer-seasonal.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Source: Screenshot created by the author<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">The tool relies on <\/span><a href=\"https:\/\/searchenginewatch.com\/2019\/12\/16\/the-beginners-guide-to-semantic-search\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">semantic analysis<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Content marketing involves a lot of channels, so the more you are prepared, the easier (and more productive) your seasonal campaign will turn out to be.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Furthermore, there are a few <a href=\"https:\/\/searchenginewatch.com\/2021\/03\/26\/cross-channel-marketing-why-you-shouldnt-put-all-your-eggs-in-the-google-basket\/\" target=\"_blank\" rel=\"noopener\">cross-channel content marketing<\/a> tools that can help create and organize your seasonal content. For example, Boosted by Lightricks allows you to easily create festive videos in multiple formats:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143374\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted-473x1024.png\" alt=\"Formats for cross channel marketing\" width=\"473\" height=\"1024\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted-473x1024.png 473w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted-139x300.png 139w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted-768x1663.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted-709x1536.png 709w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted-946x2048.png 946w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted.png 336w\" sizes=\"auto, (max-width: 473px) 100vw, 473px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: Screenshot created by the author<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">This way you can create content assets that will fit all of your channels. There\u2019s also a handy Brand Kit feature allowing you to maintain a consistent visual identity throughout all your assets:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143375\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted-brand-kit-473x1024.jpeg\" alt=\"Creating a brand kit for seasonal campaigns\" width=\"473\" height=\"1024\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted-brand-kit-473x1024.jpeg 473w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted-brand-kit-139x300.jpeg 139w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted-brand-kit-768x1663.jpeg 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted-brand-kit-709x1536.jpeg 709w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted-brand-kit-946x2048.jpeg 946w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/boosted-brand-kit-scaled.jpeg 336w\" sizes=\"auto, (max-width: 473px) 100vw, 473px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: Screenshot created by the author<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">The app is available on <\/span><span style=\"font-weight: 400;\">iPhone<\/span><span style=\"font-weight: 400;\"> and <\/span><span style=\"font-weight: 400;\">Android<\/span><span style=\"font-weight: 400;\"> for free. You can choose to upgrade for $4.99 per month. I for one have been using the free tier (and the above screenshots are taken when using the free version of the app).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The platform also <\/span><a href=\"https:\/\/boosted.lightricks.com\/how-to-increase-engagement-on-your-holiday-content\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">offers a list of seasonal content ideas<\/span><\/a><span style=\"font-weight: 400;\"> and hashtags to make your campaign even more effective.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are a few more video creation apps out there but I don\u2019t think any of them let you access so many great features for free.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another great content creation tool that gives you lots of free features for free is, of course, Canva. I\u2019ve been using Canva for free for as long as I can remember without ever having to upgrade.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143376\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/canva-1024x639.png\" alt=\"Christmas campaigns\" width=\"640\" height=\"399\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/canva-1024x639.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/canva-300x187.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/canva-768x479.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/canva-1536x959.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/canva-2048x1278.png 2048w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/canva.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: Screenshot created by the author<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s the guide on planning a <\/span><a href=\"https:\/\/www.canva.com\/learn\/how-to-plan-an-epic-christmas-marketing-campaign\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Christmas marketing campaign<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2>3. Evaluate your past seasonal campaign performance<\/h2>\n<p><span style=\"font-weight: 400;\">If you were publicizing any seasonal content over the years, find all of it to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Explore an opportunity for an update (\u201cCan I reuse this asset this year?\u201d as well as \u201cHow can I make it better?\u201d)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Evaluate how effective it was in attracting traffic as well as turning those clicks into conversions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Google Analytics offers an easy way to identify landing pages that did the best job attracting traffic during any period:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Go to the Acquisition report and select one channel (for example, \u201csocial\u201d or \u201corganic search\u201d)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Select the date range of your seasonal campaign from the last year<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">(Optionally) Check the box \u201cCompare\u201d and select \u201cPrevious year\u201d from the drop-down<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click \u201cLanding page\u201d tab in the chart below:<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143364\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-analytics-seasonal-1024x890.png\" alt=\"Analyzing past seasonal campaigns' performance in Google Analytics\" width=\"640\" height=\"556\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-analytics-seasonal-1024x890.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-analytics-seasonal-300x261.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-analytics-seasonal-768x667.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-analytics-seasonal-1536x1334.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-analytics-seasonal.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: Screenshot created by the author<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">This gives you an at-a-glance report of the highest traffic page from your previous campaigns. You can further narrow it down by using word filters (for example, type \u201cblog\u201d there to see your best performing seasonal content).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To analyze conversions, you can use <\/span><a href=\"https:\/\/cxl.com\/blog\/funnels-google-analytics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google Analytics goals and funnels<\/span><\/a><span style=\"font-weight: 400;\">. Another tool I am using to closely monitor incoming traffic and its conversions is Finteza. Because it makes it incredibly easy to narrow the data down to identify which traffic source is sending traffic and how well it converts as compared to other pages.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143363\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/finteza-seasonal-funnel-1024x553.png\" alt=\"Finteza data\" width=\"640\" height=\"346\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/finteza-seasonal-funnel-1024x553.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/finteza-seasonal-funnel-300x162.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/finteza-seasonal-funnel-768x415.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/finteza-seasonal-funnel-1536x829.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/finteza-seasonal-funnel.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: Screenshot created by the author<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Read more about Finteza\u2019s conversion funnels <\/span><a href=\"https:\/\/www.finteza.com\/en\/marketing-resources\/14-conversion-goals-in-finteza\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">. Finteza costs $25 a month and there\u2019s a 30-day trial available for you to play with the tool before committing.<\/span><\/p>\n<h2>4. Consider starting a tradition<\/h2>\n<p><span style=\"font-weight: 400;\">If any of those previous content assets turned particularly successful, consider expanding that idea into a new project! We all remember the overwhelming success of \u201c<\/span><a href=\"http:\/\/www.seosmarty.com\/elf-yourself\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Elf Yourself<\/span><\/a><span style=\"font-weight: 400;\">\u201d, <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/asksanta.com\/\" target=\"_blank\" rel=\"noopener\">Ask Santa<\/a>,<\/span><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.noradsanta.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">NORAD<\/span><\/a><span style=\"font-weight: 400;\"> mini-projects that were able to engage (and convert) thousands of people year over year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0A separate (<\/span><a href=\"https:\/\/seranking.com\/blog\/single-page\/\"><span style=\"font-weight: 400;\">single-page<\/span><\/a><span style=\"font-weight: 400;\">) site will be easier to brand and promote without causing any strong associations with your main business. If you need some inspiration, check out Namify:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143368\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/namify-seasonal-1024x706.png\" alt=\"Start a tradition for your next seasonal campaign\" width=\"640\" height=\"441\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/namify-seasonal-1024x706.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/namify-seasonal-300x207.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/namify-seasonal-768x530.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/namify-seasonal-1536x1060.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/namify-seasonal.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: Namify<\/span><\/em><\/p>\n<h2>5. Look what your competitors did (or didn\u2019t)<\/h2>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/searchenginewatch.com\/2018\/07\/02\/how-to-monitor-your-competitors-content-marketing-efforts\/\" target=\"_blank\" rel=\"noopener\">Competitive analysis<\/a> is important because it motivates a business owner to do more and do it better. Therefore I always include competitive analysis in any of my marketing planning.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are plenty of ways to research your competitors and what they are doing. My first step is always checking Ahrefs and what other search queries they are ranking for:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143373\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/ahrefs-1024x1024.png\" alt=\"competitor analysis\" width=\"640\" height=\"640\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/ahrefs-1024x1024.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/ahrefs-300x300.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/ahrefs-768x769.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/ahrefs.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: Screenshot created by the author<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Ahrefs is the only platform in the industry that also offers an estimate of traffic each search query sends. Here\u2019s <\/span><a href=\"https:\/\/help.ahrefs.com\/en\/articles\/1863206-what-is-organic-traffic-in-ahrefs-and-how-do-we-calculate-it\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">how they calculate it<\/span><\/a><span style=\"font-weight: 400;\">. Ahrefs lowest tier is $99 per month but it is definitely a must-have tool if you are doing SEO.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similar Web is another nice tool for competitive research. I like looking at their \u201cReferral Traffic\u201d report to identify which sites are sending traffic to my competitors:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143371\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/similar-web-1024x670.png\" alt=\"Similar Web\" width=\"640\" height=\"419\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/similar-web-1024x670.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/similar-web-300x196.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/similar-web-768x503.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/similar-web-1536x1005.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/similar-web.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/www.similarweb.com\/website\/blackfriday.com\/#referrals\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Similar Web<\/span><\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">This basic report is available for free.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is also a good idea to set up <\/span><a href=\"https:\/\/www.digitaleagles.com.au\/eagles-blog\/how-to-use-google-alerts-for-your-link-building-strategy\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google Alerts<\/span><\/a><span style=\"font-weight: 400;\"> to be modified when your competitors are doing something new.<\/span><\/p>\n<h2>6. Create your editorial calendar<\/h2>\n<p><span style=\"font-weight: 400;\">Every year people seem to start preparing for big holidays earlier. It is not unusual to spot a Holiday-centric social media ad in October. This can actually cause both excitement and irritation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So the important question remains: When should I start publishing seasonal content?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This may depend from niche to niche, so I always suggest typing your target seasonal search query into <\/span><a href=\"https:\/\/trends.google.com\/trends\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google Trends<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143365\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends-1024x546.png\" alt=\"Google search trends on seasonal keywords\" width=\"640\" height=\"341\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends-1024x546.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends-300x160.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends-768x409.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends-1536x818.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends-2048x1091.png 2048w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: Screenshot created by the author<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">It also helps to compare several of your target search queries. For example, in this niche the demand seems to be pretty consistent over the years:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143366\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends-compare-1024x535.png\" alt=\"Google Trends compare\" width=\"640\" height=\"334\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends-compare-1024x535.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends-compare-300x157.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends-compare-768x401.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends-compare-1536x803.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends-compare-2048x1070.png 2048w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/google-trends-compare.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: Screenshot created by the author<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">When it comes to organizing and scheduling your content assets, there are a few great calendar <\/span><span style=\"font-weight: 400;\">plugins<\/span><span style=\"font-weight: 400;\"> to choose from. I mostly use <\/span><span style=\"font-weight: 400;\">CoSchedule<\/span><span style=\"font-weight: 400;\"> because it allows me to also schedule those updates to your social media channels as well as assign certain content assets to various contributors.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CoSchedule costs $29 per month. It supports scheduling to Twitter, Facebook, Linkedin, and Instagram. I prefer the tool because it combines on-site content planning (assigning content assets to be written) and social media scheduling. This allows me to create a very well-aligned content marketing campaign and makes it easy to organize <\/span><a href=\"https:\/\/www.wpbeginner.com\/plugins\/how-to-improve-your-editorial-workflow-in-multi-author-wordpress-blogs\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">editorial workflow<\/span><\/a><span style=\"font-weight: 400;\"> across many channels.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instagram also offers a helpful guide on planning your seasonal content strategy <\/span><a href=\"https:\/\/business.instagram.com\/blog\/how-to-plan-for-holidays-on-instagram\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143367\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/holiday-content-calendar-1024x586.png\" alt=\"Instagram resource on holiday seasonal marketing\" width=\"640\" height=\"366\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/holiday-content-calendar-1024x586.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/holiday-content-calendar-300x172.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/holiday-content-calendar-768x439.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/holiday-content-calendar.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: Screenshot created by the author<\/span><\/em><\/p>\n<h2>Conclusion<\/h2>\n<p><span style=\"font-weight: 400;\">Seasonal planning is a great way to make the most of those seasonal interest spikes and build more sales. The earlier you start preparing for your big season, the more time you have to handle an increased amount of sales. Good luck!<\/span><\/p>\n<p><em>Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter\u00a0<a href=\"https:\/\/twitter.com\/seosmarty\" target=\"_blank\" rel=\"noopener noreferrer\">@seosmarty<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Seasonal marketing can get really wrong unless you start preparing early! Here\u2019s how to utilize slower months to create an effective seasonal marketing campaign.<\/p>\n","protected":false},"author":1092,"featured_media":143378,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,27893,27694,5],"tags":[28111,1594,1148,75,980,53,369,37,89,1117,28109,28065,974,103,28110,22,32],"content_type":[],"class_list":["post-143361","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-digital-marketing","category-roi-marketing","category-seo","tag-campaign-performance-optimization","tag-campaign-strategy","tag-competitor-analysis","tag-content-2","tag-data-analysis","tag-digital-marketing","tag-evergreen-content","tag-google","tag-google-analytics","tag-holiday-advertising","tag-holiday-marketing","tag-influencer-commentary","tag-search-intent","tag-search-rankings","tag-seasonal-campaigns","tag-seo","tag-serps"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/06\/Heres-how-you-can-master-your-next-seasonal-digital-marketing-campaign.png","category":"Content","timeago":"5y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/143361","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=143361"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/143361\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/143378"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=143361"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=143361"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=143361"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=143361"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}