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The Only Question for Content Planning: Is It Christmas?

Content planning

I’m trying to be clever of course, but what we’re talking about here is seasonality.

When you work in a small business, time is the material you have least of (you probably have a stack of carpet samples as tall as the water cooler but you can’t make blog posts out of those, comfy and stain-proof as they’d be).

So, hearing smart-Alec comments like “Oh, you don’t content plan?” probably makes your blood boil. Content planning is a lovely idea: a colour-coded calendar with blog titles, useful links and keywords all ready to go. But life isn’t like that. Most people (me) can barely keep a calendar of their dental appointments, let alone blog content.

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But if there’s just one thing that’s important to consider before you chuck ‘content planning’ out of the window alongside ‘team bonding’, it’s seasonality.

What is seasonality?

As I said above, it’s Christmas. Or Easter, or Remembrance Day. Any time of year that has a particular feeling to it, that puts your target audience in a particular mood.

This method means the only content calendar you need is, well, a calendar.

Seasonality to keep in mind when you’re writing:

January: New Year blues, feeling fat, resolutions, Burns Night
February: Valentine’s Day, St David’s Day
March: Spring is coming, Pancake Day, St Patrick’s Day, Mother’s Day
April: Easter, lambs frolicking
May: Bank holiday, summer is coming
June: Exams, Ramadan
July: Summer, holidays
August: Temperature, Bank holiday
September: Back to school, getting organised
October: University, Halloween, half term, clocks change
November: Bonfire Night, Remembrance Day
December: World Aids Day, Hanukkah, Christmas

Thinking about seasonality not only acts as a trigger for what you can write about; it also makes you human. Beginning a blog post with “My youngest son has his first day at school today, so I thought I’d write about my first day at this company…” starts a story about how your company has evolved. And people love stories.

Seasonality shouldn’t be about ‘It’s Christmas, buy stuff’ (especially if you sell bidets or coffins) – it should be your chance to put out content that shows the heart of your business, and your human connection to your audience.

Just remember: not everything is always about you. Shocker.

Seasonality keeps your content relevant and human, but it’s also a calendar for sensitivity. Remembrance Day? Probably not a good idea to go for an upbeat or product-focused blog.

 

Your calendar is a great source of blog inspiration. What’s coming up for your customers or colleagues? Click To Tweet

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