Join Matt Bailey for an in-depth discussion in this video Addressing annual content, part of Building an Integrated Online Marketing Plan (2013).
- We looked at developing search engine optimization keyword research in order to understand what people are searching for and when they're searching for it. However, one thing that is important to remember is that there's always annual content. Every business has annual events, and even beyond that, there are annual events that are significant in your region or in your country or in your culture that you can use and plan around. One of these is Valentine's Day.
You see, you can look at what annual events you can use to drive visits. And this is where you look at the keyword trends that will enable you to understand that, hey, we know that every Feb. 14, even just prior, this chart tells us that even in January, people are starting to search for Valentine's Day. How can we use that to leverage content on our website and be found for Valentine's Day or holiday or events? By planning against content that you know is going to be in demand every year, you can start to develop regular conduits of visitors to your site by understanding the annual events and leveraging that knowledge into getting high amounts of searchers to your website for content that you have developed that associates these events to your content.
Maybe Valentine's Day isn't a great one for you, but if we would take it back to the travel examples that we've used before, using Valentine's Day. So for those that are maybe planning to propose, you can work that into planning a honeymoon on the beach, or in some type of vacation. Or a great way to say Happy Valentine's Day would be planning a vacation with your significant other. That's how you can use some of these annual events to leverage content on your site.
And if it's an event that you know is going to happen because it's on the calendar every year, the same date every year, that means you can pre-plan your content and you can pre-write the content so that it's ready to go live that week or that day. There are hundreds of annual events that you can plan around and create content. The trick is associating that content to your business. And when you can do that, you can pre-approve, pre-write, develop that content and just flip the switch and make it go live when it's time.
This can be "evergreen" content. And that is content that comes around every year, that is always going to be in demand and then you just continue to develop and grow. But like I said, the key is tying it so that it's relevant to your content. Also, plan how to manage these things. Because you don't wanna just continue to write new articles about the same event. You wanna link these all together. You want to create content that is specific to that event if you continue to grow that type of content.
So plan how to manage these reoccurring events, and also how to manage the content itself, whether you break it into a new category or you use it to integrate and engage your readers on that annual basis.
- Assessing your resources and budget
- Developing your brand's narrative
- Avoiding mixing mediums
- Marketing via search, email, and blog posts
- Reaching fans on social media
- Integrating video
- Researching the market
- Publishing content
- Reviewing your success