Preparing Your Content for the Holidays: A #CMWorld Twitter Chat with Casandra Campbell

It’s the Season of Giving. Everyone seems merrier as they get ready for Thanksgiving, Black Friday, Hanukkah, Christmas; you get the idea.

So how can marketers use the spirit of the season to connect with audiences? How can you gift them the perfect content?

On a recent #CMWorld Twitter chat, Casandra Campbell described how brands can leverage holidays for their content marketing. In her role as Testing and Experimentation Lead at Shopify, Casandra has seen what leading brands are doing and shared with us her top tips and tactics.

Are you wondering what present to give your audience? Below are two questions our community weighed in on. Want to see all of our chat Q&As? Take a look at our Twitter Moment.

What are the key components of a solid holiday marketing strategy? Do we need to rethink how we approach our content marketing for this time of year?

A1. I don’t have any best practices, but we definitely need to rethink marketing this time of year. People have different needs, thoughts, attitudes, and priorities. The weather is different. The music is different. Even the clothing is different (ugh, those sweaters). #CMWorld https://t.co/cFSscdZADT

— David Simanoff (@dsimanoff) November 6, 2018

A1: It’s really important not to lose sight of the long-term since that’s where the big wins are. The holidays are a great opportunity to layer fresh campaigns on top of your existing content strategy. #CMWorld

— Casandra Campbell (@Casandra_Camp) November 6, 2018

A1: A key component to a holiday marketing strategy is starting early. Create content for your audience that can build up anticipation and brand recognition. You’ll be in the back of their heads as an option to buy from when the time comes. #CMWorld

— Blocklight (@blocklightio) November 6, 2018

Not everyone celebrates the same holidays. What steps can marketers take to make sure their brand messaging does not offend their audience?

A6: Proper segmentation of your audiences and providing content relevant to those holidays and celebrations. Don’t mass market. Don’t mass message. Know your audiences and the content that speaks relevantly to those segments. #CMWorld

— Patrick Delehanty (@MDigitalPatrick) November 6, 2018

A6: You can’t go wrong with gratefulness. Just show your customers that you’re grateful for them. #CMWorld

— Sandy Williams (@DrSandyWBiomed) November 6, 2018

A6 This is tough.. Everyone gets offended so easily these days.. I would say focus on a season rather than a holiday. If your strategy is based on winter versus Christmas (for example), you’re not targeting some and leaving others out. #CMWorld https://t.co/5QZLvrKxgU

— Kyle Hetrick 🐧 (@goiuby) November 6, 2018

How are you leveraging holidays to support your content marketing? Let us know in the comments below.

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