Claire Wilson
Claire Wilson 16 November 2017

3 Tips For Creating Ingenious Content Marketing This Christmas

The holidays are coming (try not to sing that in the coca-cola theme tune) and we’re already braced ready to beam and cringe in equal measure. Nothing makes us queasier than an obvious sales pitch for Christmas, or Halloween, Easter and Valentine’s Day for that matter. But nothing makes us warm and fuzzy inside than a well-timed pun too.

Content marketing should always be cleverer than selling stuff and holiday marketing even more so. When carried out well, it builds a relationship with the customer because it’s meaningful, helpful and based around what the customer wants and needs. We’re not saying that you should turn your back on all the Christmas marketing you have planned, but instead, take heed and take our advice first.

Follow these three tips and you should be on Santa’s nice list (sorry).

1) Make life easier for your customers

Yes, yes, we all have to go out Christmas shopping. But shoving some products under our noses isn’t necessarily going to make us run out and grab them. Unless you sell consumer products, marketing a range for Christmas isn’t going to earn you any points.

You can, however, help your customers out. What might be useful to know? Your opening hours, for example. That’s pretty basic, but at least it tells them something they might not already know. Really, you want to dig a little deeper and do something genuinely helpful. Maybe you offer another service around Christmas to help them get organised, share recipes, do a countdown of what needs to be done every day on the lead up. These are just off the top of our heads, and it’s down to you to find the one that works for your brand.

This rule starts with your customer. Think about them, not about your company. This way, you can create real value. If you simply must do something about your products, look at Boots’ gift guide – it has genuinely helpful ideas for the people most of us need to buy for.

2) Keep it short and simple

Some brands hugely benefit from massive Christmas campaigns, and it’s probably because Christmas is their thing. I didn’t want to mention the big ‘JL’, but there’s a reason why John Lewis milks the season. Look at Starbucks, on the other hand, and the holiday campaign is much simpler. A few extra flavours and a red-coloured cup is all they need to spread the cheer – and that’s really all holiday marketing needs to be. Be festive and draw on what your customers enjoy and your marketing will resonate. It could be as simple as adding a few visuals into your website or communications. Just keep your brand image in mind and make sure you don’t upset it by going too out there.

3) Be a lone wolf

The ingenuity of others should be inspiration, not gospel. Do something different to have the ‘that’s a good idea’ effect. It’s what will get you heard among all the noise of other seasonal marketing. Spotify had a brilliant idea of creating new playlists as part of an RSVP process. If you can attend the party, you add a few songs to the list – helpful, clever and unique.

Pret also stood out by using Christmas to market its charitable endeavours of giving unsold food to hostels and shelters for the homeless, rather than its brie and cranberry baguette. Okay, it’s easier said than done to think of something original, but get the team together for a big brainstorm session early and you may be surprised at what comes up.

And before we forget, it’s worth mentioning that you don’t have to do anything at all for holidays. If you can’t do it well, don’t do it at all. Think long term and perhaps choose just one or two holidays to get involved in based on the ones that suit your brand the most.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
10 Digital Marketing Trends for 2019 you Should Know

10 Digital Marketing Trends for 2019 you Should Know

As digital trends evolve every year, marketers should always be aware of the changes in order to easily adapt with emerging technologies and stay ahead in the market. This will help them gain a competitive edge and...

Georges Fallah
Georges Fallah 27 December 2018
Read more
Top 10 Skills to Become a Rockstar in Digital Marketing

Top 10 Skills to Become a Rockstar in Digital Marketing

Technology is continuously evolving, prompting marketers and entrepreneurs to dive into digital marketing to increase brand awareness, reach their target market, and ultimately drive sales and profit. 

Jessica Andriani
Jessica Andriani 7 September 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more