Going with Brand Content that is most likely to bring your audiences to your site and generate demand, requires planning the content experience for your target audience.
Here are Five Content Marketing examples for targeting the Holiday shopper, that can create a unique content experience for your brand.
Start with sharing a series of Holiday hacks as seen in Whole Foods example where the landing page for Holiday Hacks is “Holiday Headquarters” featuring a Holiday Guide, Recipes and User Generated Content. The landing page shares select Thanksgiving recipes and the site gives details on Holiday Gift Cards.
Holiday Gift Guides
Holiday Gift Guides create awareness about brand’s seasonal offers while helping audiences discover gifts and product offers. Brands that want to maximize impact from Content Marketing and create a rewarding Shopper experience can focus on linking product pages with gift guides that are customized for a certain segment. Featuring Gifts that are best suited for a segment can be made available for a price range and occasions.
Walmart’s Holiday Gift guide is promoted on the Gift Registry page with other options that feature Gift cards and Gift baskets. The page design is adaptive allowing shoppers to choose from different price ranges and occasion. The Gift Guides can also be viewed from Tips and Ideas page from the brand’s site. In case you don’t have Gift Registry section feature the Gift guide on your Top selling merchandise page.
The Walmart’s Gift Guide targets Twelve different segments including Preschoolers and DIYers. For ease of navigation the gift guide can be refined for Price, brands and Store Availability. The products featured with a descriptor gives the unique story about why the product works for the segment. Content Marketing Ideas for different segments could center around the value proposition for each segment with content that they are most likely to engage with.
Link Shoppable Product Feed with Gift Guide landing page
Walmart’s Shoppable product feed linked to Gift Guides also highlights if the product is tagged to another category such as “Best Seller” or “Rollback” and shows related searches for each category to help shoppers with gift buying ideas.
Walmart has created Gift Baskets to suit the customer’s choice of products and price range that works for them.
Whole Foods Holiday Planner features menus that are targeted for different occasions, helping customers with planning tips to suit the menus for each occasion.
Offer customers advice to plan the Holiday meals better with baking tips and recipes. This is shared in a user-friendly format where audiences can gather information on the go.
Holiday Gift Cards
Get the news about your Gift cards out early, with options to customize offers and Gift cards for ease of use. If you are planning on offers for Gift cards, encourage audiences to sign up for special offers with the flexibility of adding offers to Wishlist.
Focus on the role that your brand plays in your customer’s life in the context of Holiday shopping. By defining the brand value proposition, content marketers can arrive at the value that audiences are seeking from brand content.
Understand how the content that you are publishing, will be discovered by the audience, design the content experience to make the buyer journey stress free.
Publish content that makes audience to return to your sites to find out more.
Encourage audiences to sign up for your brand’s offers with a sign-up for offer link on all Gift related Content.