• Sonja Stein

    Good points. I like the idea about posting 2 weeks before the event, hopefully before your competitors. Speaking of seasonal content… do you have any advice for companies that have seasonal lows? For example, an outdoor furniture company who loses a lot of traffic at the end of the summer. Is there a way to tailor your content strategy for this?

  • http://twitter.com/khansahab Sana Khan

    These are great points. From personal experience I believe that catching on to event and seasonal trends early is a smart move. Then again, one needs to know where the spikes are and not do things too early or too late. It’s all in the timing.

  • http://www.brickmarketing.com/ Nick Stamoulis

    “You want to hit just before the peak of any given seasonal spike so
    you’re among the leaders, not following the pack. But don’t jump in too
    early or you won’t catch the wave of interest.”

    Great point. You might not always nail the timing the first time around, so it might be worth creating several pieces of content for each season in case you jump the gun. Obviously if you’re too late you’ll be playing catchup, so I’d rather err on the side of early.

  • http://www.altaresources.com/ Cory Grassell

    I love the idea of piggybacking of what’s hot. So when writing a white paper, for example, it’d be a great idea to leverage a recent trend or example that made headlines. It provides relevance and also humanizes the content.

  • Megan Colby

    I have my google reader set up for certain industry keywords. That way I know when an article or news story is published about my industry and I can jump on sharing with followers.

    As far as seasonal content, getting ahead of the game is key. I try to be about 3 months ahead of schedule on the marketing calendar so I’m not scrambling at the last second.

  • http://twitter.com/chriswinfield Chris Winfield

    “I have my google reader set up for certain industry keywords.”

    This is a great thing to do Megan! You can also setup Tweetdeck columns to monitor exact phrases for Twitter. And use tools like Topsy to get a good overview on a daily basis as well.

    Thanks for the addition!

  • http://twitter.com/chriswinfield Chris Winfield

    “it’d be a great idea to leverage a recent trend or example that made headlines”

    Exactly. As long as it’s not forced or a huge stretch, it can be really effective and help provide context and latch on to a hot trend.

    Thanks Cory!

  • http://twitter.com/chriswinfield Chris Winfield

    Fantastic point Nick. Ideally it would be built into your editorial calendar at the beginning of the year.

    Thanks for commenting!

  • http://twitter.com/chriswinfield Chris Winfield

    “It’s all in the timing.”

    Exactly! If a company is writing and promoting content about Christmas at the end of June, there probably isn’t going to be a lot of interest :)

  • http://twitter.com/chriswinfield Chris Winfield

    Hi Sonja — apologies on the delay in responding!

    With regards to your questions, I would answer them with some questions for you (don’t you just hate when people do that? :) ).

    What does that outdoor furniture company currently do with their marketing strategy at the end of the summer? How does their business sustain itself throughout the year (until it starts to get warm again)?

    The reason I am asking those questions is that it will give good insight into what they can do to supplement that with their content marketing efforts.