March is prime time for information about nutrition, success, humor, and being outside. So why not create seasonal content that will help your business build customer relationships and make sales?
Content marketing is the act of creating, publishing, and distributing articles, podcasts, or videos with the aim of attracting, engaging, and retaining customers. It works on the principle of reciprocity — exchanging things for mutual benefit.
In the case of content marketing, your business is providing useful, informative, or entertaining content in exchange for future consideration when your audience goes shopping. When potential customers use your content, such as reading your articles or watching your video, they may feel a need to repay and make a purchase from your store.
Content marketing also provides a valuable asset in the formed of owned media that you can use to grow your business.
What follows are five content marketing ideas for March 2018.
1. National Nutrition Month
In March 1973, a presidential proclamation created the first U.S. “National Nutrition Week” to help promote better eating habits. The leading American organization for dietitians at the time, the American Dietetic Association, offered strong support for the event and by 1980, the weeklong informational campaign had become National Nutrition Month.
National Nutrition Month may be an opportunity for marketers to publish content around healthy eating. This can be industry specific.
In 2018, the Academy of Nutrition and Dietetics is among the leaders in sharing information about the event with diet tips, games for kids, and other resources.
Content marketers can promote healthy eating for the industry segment they serve. Here are some example article titles that online retailers might choose.
- Camping gear: “10 Best Meals for Backpacking in the Mountains”
- Men’s products: “The Ripped Grill Master: 10 Grill Recipes to Help You Shed Pounds”
- Children’s products: “7 Reasons National Nutrition Month Matters to Your Kids”
- Tools: “Break the Fast-food Habit: Eat Better on the Job”
Think about why or how nutrition could be important to your store’s customers and then help them.
2. Success Stories
March is optimism month. It is a time to put troubles behind you, and move forward toward a successful year.
For your business’s content marketing, consider publishing articles or producing videos that tell success stories from your industry and consumer segment.
For example, if your online store sells fishing gear, you could publish a series of profiles of famous fishermen or more personal stories about how a father and son or mother and son connected on a fishing trip.
Success stories are really human-interest stories that should inspire your content audience. Photo: Carl Heyerdahl.
The goal here is human interest, something that will inspire your potential customers. And don’t forget about the optimism. Make these uplifting tales.
3. Tell a Joke
Did you know Chuck Norris has a bear rug in his living room? The bear isn’t dead. It is just afraid to move.
As corny as that joke is, it may be perfect for March, which is International Mirth Month and Humorists Are Artists Month.
Everyone enjoys a good laugh. Consider introducing humor into your content marketing. Photo: Priscilla Du Preez.
Humor is a successful form of content. It is entertaining, likely to get shared, and can help your business start a reciprocal relationship with consumers.
4. Tackle Spring Tasks
How-to articles and videos are some of the best forms of content for engaging potential customers. When your business helps someone learn a skill or accomplish a task, you’re not just helping her check off an item on a to-do list. You are helping her succeed. Your audience will not forget you when it is time to make a purchase.
What’s more, spring is a good time for learning. A retailer that sells beekeeping supplies published a video about what beginning beekeepers should be doing in March and April. The video was a recording of a live beekeeping class, and since its release in 2015 has had more than 20,000 views on YouTube.
To date, the video has generated several customer emails each week during the spring and has led directly to sales.
For your business, think about the sorts of tasks your customers might be trying to tackle this spring. Then create content that will help them.
5. Outdoor Outings
Encourage your audience to get outside in March.
For many consumers, March is spring break month. It is a time for weekend getaways or weekend projects in the yard.
So give your audience content that inspires them to go outside and get moving. Create articles, videos, or podcasts that describe outdoor activities your potential customers are likely to enjoy.
For example, an online retailer specializing in kitchen supplies, such as small appliances, utensils, and cookware, might publish a roundup of weekend culinary or wine tasting trips in March.
This post could mention, for example, “Wine-walk-by-the-Sea” in Carmel-by-the-Sea, Calif., suggesting a hotel or two in the area, and a spot for dinner out after visiting the region’s’ wineries.