Nov 16, 2016 / by Susan Guillory

It’s the time of year when businesses frantically try to make up for lackluster sales from the rest of the year in a few short weeks. Holiday promotions abound. And while it’s easy to mark your products down 40% in an effort to attract Black Friday traffic, it’s more difficult to remember to include your content marketing efforts in your holiday marketing strategy.

Here’s how you can tie the two together for a powerful punch.

1. Plan Ahead

If you wait until the last minute to decide which products you’re going to mark down for the holiday shopping season, it will be challenging to also brainstorm topics you want to cover on your blog and social media.

As with anything, planning in advance makes your work easier. If you take time now to make a calendar of your promotions, you can get a high-level view of where your content needs to focus each week. Here’s an example:

Black Friday

  • Promotion: All products 50% off
  • Content: 50 Gift Ideas Under $25

December 4-10

  • Promotion: Free gift with purchase
  • Content: Make Sure You’re on Your Own Holiday Gift List

December 11-17

  • Promotion: Buy today and save 20% on next trip
  • Content: X Ways to Avoid the Last-Minute Shopping Crunch

2. Align Each Promotion’s Content Across All Channels

Not only should you be announcing on your social media channels, email, and blogs that you’re having a given promotion, but you also should align content on each channel to support it.

opentable case study

Here’s an example of content you could do across channels beyond a Black Friday Sale announcement.

Black Friday Sale

  • Social media: Photos of staff stocking new products or of lines out the door
  • Blog: Tips for surviving Black Friday shopping
  • Email: Countdown until the sale begins

3. Get Your Website in the Spirit of Things

Even your blog’s images or header can have the holiday spirit. Customize your photos to include a sprig of holly in the corner, or a Santa hat on an employee’s head to shake it up from your usual stock photos or company logo.

4. Once It’s Over, Take it Down

Just like seeing Christmas lights on houses in February makes us a little sick, ensure that once a promotion is over, it’s no longer being actively promoted on your blog or social media. And if you use holiday-themed images on your site or blog, make sure to change those out once the holidays are over.

Making sure that your holiday marketing efforts spread beyond actual promotions and sales to your content marketing is the best way to provide consistent messaging this time of year and drive sales.

Multimedia is a must for content marketing success, especially when it comes to seasonal content. Read Cision and PR Newswire’s latest case study OpenTable Sparks Engagement with Road Trip-Themed Multimedia Campaign for tips on planning creative and compelling visual content.

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About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.