As 2016 comes to a close, most of us are reflecting on tactics that may or may not have worked for our content marketing strategies throughout the year. We will debrief, refer back to notes, have meetings and do research, but in the end, it's all about making sure you know exactly who your target audience is and how to speak to them.
When the 2017 holiday season rolls around, if you are not speaking to your target audience correctly, they will likely miss your message completely in the choas that is the holiday content marketing swirl; and that is the worse place you could be as a marketer.
So, right before Thanksgiving, Storylift created an attitudinal research survey that was aimed at determining how women feel about holiday shopping, Black Friday and Cyber Monday. (No, we aren't prejudice against guys, we just wanted to focus our attention on one demographic.)
180 women responded and this is what we found.
So, how do you decipher this information for a killer 2017 holiday content marketing strategy?
Let's break it down.
1. People plan to give, so make it easy - With so many people to buy for, gift guides are incredibly helpful pieces of information for holiday shoppers. If you know a specific market - i.e. gadget or pet lovers, photographers, tweens, etc. - create a gift guide that reflects what someone in that world would love. Want to take it a step further, test the products and give reviews. People love to hear how things perform so they don't have to be the guinea pig. Then, the next time that holiday shopper is in need of your product/service, he/she will think of the value your brand gave to them.
2. Encourage chartiable giving - Even though 70% of women said they don't plan to give gifts to co-workers, that group is 100 times more likely to follow the non-profit, Stop Cancer. Start Praying. on Facebook. So, what might seem like a stingy bunch, might turn out to be the group you need to focus on next season. When it comes to content creation, consider creating a list of reasons why giving to a charity is better than giving a gift to a co-worker. Keep it light and funny, and this group might just get a big enough kick out of it to support your cause.
3. Choose your social platform - If you plan to run a Cyber Monday deal in 2017, Instagram is where you'll need to be to reach this group. Set up your content marketing plan to include Instagram posts and ads, all of which will eventually lead to a big Cyber Monday deal. Do all the research you can on this platform and find out how all the features can work to make your brand one to follow.
So there you have it! If you have content that you'd like to distribute to this group and holiday shoppers like them, give us a call. We can help you get your message out to the right people - making your marketing dollars go further.