Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer.
This is a question I continue to struggle with myself. Most of the year, I spend a lot of time writing my own marketing content and then pushing that content on social media (when I’m not networking and doing client work).
In years past, I was able to take it easy in November and December (although my clients don’t appear to be letting me get away with that this year, for which I’m very grateful). For most of the year, when things are slow, I focus on my marketing, especially my email marketing. But a lot of my clients tend to take extra time off this time of the year, so I found a lot of my emails were either going unanswered or would sit in their inbox for a few months before they got back to me.
What To Do Instead
So, for me, I’m not sure it’s worth it to keep marketing during the holiday season. I’d rather spend that time assessing the previous year, seeing what worked, what didn’t, and what I want to try in the year to come (and occasionally actually see my family). And now that I’m still busy, it’ll probably be all I can do to keep up with my client work on top of all the holiday obligations. Good thing I made sure not to fall behind on my content marketing this fall.
But we all know Google doesn’t take days off, so should you still be blogging?
I’ve mentioned before the benefits of re-purposing content, including republishing old posts. As long as they’re not too dated, you can just change the publication date and have the old post go up at the new time, fooling Google into thinking you’re still an active blogger and giving anyone who does visit your site something “fresh” to read (few things look worse on a blog than a publication date of several months ago on the most recent post).
As with so many things, it depends on your industry. Obviously, if you work in retail, you’ll be spending more time and money on marketing than any other time of the year. But if you know your industry tends to be quieter for the last month or two of the year, there’s no reason not to take it easy. But consider what I said in the last section, there are other things you can be doing to get ready for the next year:
- Testing 1, 2, 3. A content marketing plan does no good without strategy. In order to come up with an effective strategy, you need to test everything you do to see what works. See where your clients came from over the past year and spend more time on the things that worked. Take a look at where visitors to your site came from, how much time they spent on your site, and if they took whatever action it is you want them to take. If you’re on social media, measure how many posts got comments, likes, retweets, and clicks to your site you got from your posts. Did you get new followers? How many? How many do you want?
- Republishing old posts.
- Social media. We’re all on social media all year long. In fact, the more time we have off, the more time we’re likely to spend on social media, which is why social media marketing in the evenings and weekends tends be so effective. So if your content marketing strategy is heavily focused on social media, you might want to keep it up through the holidays. Your customers will probably see it and it will give them something to think about until they get back to the office and have a chance to reach out to you.
- Networking. I know this isn’t actually content related, but I’ve found networking to be very helpful for building my business. Don’t forget that holiday parties are a great opportunity to network with new and potential clients. If anyone expresses an interest, be sure to get their business card so you can follow up with them in January (maybe send them a link to your most recent blog post, for example).
What do you think? Are you still thinking about marketing this time of year? Or will you be taking it easy for the next couple months?
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