Often website owners create content on a whim, without much thought to editorial calendars or current events. While this may work for small mom-and-pop sites or personal blogs, it is rarely beneficial for business websites or larger sites that desire a constant influx of readers. Rather, these types of sites should use seasonal content as part of their overall editorial schedule in an effort to keep current readers coming back, and bring new readers in by delivering content they want to see, just when they want to see it. Of course, the term “seasonal,” while often referring to the four cardinal seasons of the year, are not strictly so.
What Makes Content Seasonal?
Simply put, seasonal content is that which puts current information in front of your audience at a time that it will have the most impact. An article on summer wear or swimsuits, for example, will likely be largely ignored during the bleak winter months. Likewise, content featuring events that happened a month ago is of little to no interest to most, except for a handful that may find it useful for educational or research purposes. Instead, that article on swimsuits should be features during the height of summer, when everyone is preparing for family outings to the beach or swimming pool. Posts focused on current events should be made available to your audience as soon as they happen. Otherwise, you lose the edge you may otherwise have had.
Why Seasonal Content is Useful
Content is king, as they say. All content, regardless, is useful to some degree. However, the more useful something is, the better it is able to draw a crowd. So, for instance, that aforementioned swimsuit article, if published in the middle of December, may draw a handful of curious readers or some of your more devoted audience, but it will likely not benefit you at all in terms of new readership. However, that same article, when published at the right time, can result in a larger influx of new readers, many of whom may continue to come back for more.
Mixing it Up
Although seasonal content is great for putting relevant, timely information in front of your fan base, evergreen content should not be overlooked. The smart website owner mixes it up a little bit and does both. Evergreen content, which we’ll discuss in another article, differs from seasonal content in that timing doesn’t really matter as much. No matter what month or year, the information is still relevant.
When you’re filling out your editorial calendar (you do have one, right?) make sure and balance it out with both types of content. If you need fresh new content for your website, be sure and contact me. I’d love to help.