Planning and preparation are key to any marketer’s strategy and the more that you can align your content and site to the trending online searches occurring at the time, the more you’re likely to benefit from increased visits, engagement and ultimately conversions. That’s why it’s essential to consider ahead of time the big, popular events that are going to grab the attention of your audience over the coming months and to then start creating and publishing content well ahead of these dates.
If you can establish your site’s SEO and ranking early on for a popular event then you’re primed to take advantage when users start to search for that specific content. Of course what dates and events you decide to focus on will be dictated by the sector or niche that your site resides in. It wouldn’t make much sense for a home insurance publisher to create content around Star Wars Day (May the Fourth!) but there are a lot of bigger, more generic dates that will have appeal for a broader range of people including the likes of Black Friday, Cyber Monday, Singles Day or Christmas.
This kind of strategy might mean that you feel slightly out of sync with everyday life, writing Christmas content in the middle of summer, but doing the hard work now for a lot of these dates, months in advance, will pay dividends when the big date finally comes around and you start to see a spike in your traffic and hopefully your sales.
