Cover Story: 2 Ways to Increase ROI Around the Holidays With Better, More Targeted Content
Here are two ways to incorporate content marketing into your holiday plans:
1. Identify high-traffic pages with low conversion rates. In the months leading up to the holiday season, spend some time in Google Analytics identifying high-traffic pages with lower-than-average conversion rates. These pages can typically be reworked to include a relevant call to action to drive users to holiday-related products or a new landing page. It's critical to capture the user's original intent so that you're still serving content that aligns with what they were initially searching for.
For example, if high-traffic pages on your site contain "how to" phrases, but the existing content is just text, users may actually be searching for a guide or content that's more educational in nature. Use resources wisely to adjust these pages to better match user intent in order to provide visitors with the answers they're looking for.
2. Align site content with social strategies. Conduct holiday-related keyword research that can drive search engine optimization efforts and timely social media strategies as well. Every piece of content that's published by your brand should have consistent messaging, from your website to all social platforms. In addition, spend time researching competitors on key social platforms to identify opportunities for content that can be built out on your company's website.
Take the time to properly track URLs and other campaign metrics to determine the success of each social initiative. This will give you the flexibility to pivot and focus as needed if one aspect of a campaign is going particularly well. For example, gift guides are popular content around the holidays. They can easily be expanded on your company's website, as well as packaged up and shared on various social media platforms.
Maria Winters DiMarco is a digital marketing consultant at SEER Interactive, a digital marketing firm that specializes in search engine optimization, pay per click and analytics. Maria can be reached at email@example.com.