I recently wrote about the benefits of evergreen content and how to be opportunistic with it, jumping into larger conversations as the happen. That said, for every success there’s a bunch of instances where it blew up in people’s faces. The results – when done poorly – can range from catastrophic to boring and neither of those outcomes is helping your brand.
But for today let’s focus on the boring stuff and how to avoid doing it.
One of the best examples is when brands jump on big calendar dates or holidays. You see it all the time and are probably even doing it yourself. It’s an east source of content and quickly plugs any holes in your monthly content calendars.
Every brand at some point or another has posted the “Merry Christmas from everyone at….” or “We hope your family has a wonderful Thanksgiving from all of us at…” What’s the harm right?
But have you stopped to ask what you’re accomplishing by posting content like that?
I know if seems like nit picking, but has anyone switched insurance companies because one wished them a Happy Easter when the other didn’t? So while it’s easy content to create, gut check it against these three questions before you post.
What does your audience get out of your content? Does it help them?
We all lose sight of this, but everything you do should be about your audience. Why should they care about this content? If it’s Christmas and you’re a bank, then talk about budgeting or the perils of credit card debt or the perks of points cards. Don’t just wish them a Merry Christmas with a picture of a tree. It’s boring and unhelpful and your doing your audience a disservice.
What unique perspective or idea are you bringing to this conversation?
Everyone has a perspective they bring to the conversation – the key is to make it different from everyone else. As mentioned above make sure your holiday content relates back to your brand. This helps it stand out and increases its stickiness. If you’re a retailer around Christmas, then products and sales are the safe way in. But if you’re a shipping and logistics company, focus more on the increase to shipping volumes during the season and how customers can avoid delays. Create context.
How does your message help grow your business or sell your product?
This is the toughest of the three, because without a solid business reason you really need to ask yourself if it’s worth posting at all. While you can argue that it’s just good brand equity to wish your fans a Happy Father’s day – if you sell makeup or perfume – then what’s the point? Be choosy with your content – don’t contribute to the noise if you have nothing to say.
Many will claim there’s no harm in a heartfelt posting wishing people a happy <blank>, and for the most part there isn’t. But ask yourself if it’s time well spent? Imagine what you could be creating with that time – perhaps something that your audience will really find value in. Just imagine.