How do the holidays affect your content marketing? Maybe the obvious ho-ho-ho themes are not for your business-to-business (B2B) audience.
I was running web marketing for a large B2B company that sold mainly to engineers and technical people. One November, we were in a meeting with the CEO and a couple of business managers. One of the business managers wondered whether we should introduce a new technology campaign until after the holidays, figuring it would miss a lot of audience if we ran it over the holiday break.
The CEO was Jack Gifford, an outspoken exec who an uncanny marketing sense. I had learned to never disregard Jack, even if what he was suggesting sounded crazy. He claimed that engineers would be a better target during the holidays.
Jack explained that engineers don’t stop working on holidays and in fact, at family gatherings, you could bet that they were stealing away to poke around the websites to find things to read and learn.
I ran some stats from prior years and while overall traffic was down on holidays, we had plenty of traffic to technical articles. So we ran the campaign, geared it as an opportunity to learn about a new technology, and promoted in our weekly emails and on the home page.
It worked. Jack’s intuition was spot on.
The lesson for B2B companies is that if you are thinking of a holiday-focused theme, forget Santa, sleigh bells, and snowflakes. Think instead of your customer — maybe bored, maybe holidayed out, with a churning, analytic brain thirsting for a good tech story, or eager to learn a new skill.
Your competitors are probably not thinking the way Jack did, so this is your chance to do some targeted customer education and relationship-building.
Ho ho ho!
Illustration by Matti Mattila, CC BY 2.0