This December, should your content go all-in on the normal holly-jolly? Or should you just skip the festive look and feel?
Bear in mind, more than half your customers are despondent. Should your company pretend otherwise?
I have six suggestions:
Dial back the ho-ho-ho. Would you wear a sequin cocktail dress to your brother's funeral? Leave the snowmen and candy canes in storage this year; they'll be an eye-sore to many. Stick instead with your year-round branding.
Step up your social outreach. B2B social media users spend more time sharing in December, so beef up your posting, social advertising and social selling. But avoid syrupy stuff. Provide value.
Make it personal. Personalized messages will help you stand out from the automatons deaf to the nation's mood.
Re-gift your best content. Republish the year's best content. Package a blog-post series as an e-book; an article as a year-end checklist; customer research as a white paper. 'Tis the giving season.
Align with sales. Alignment with sales is critical every December; maybe more so, this year. Create content sales can use to close deals—data sheets, testimonials and case studies.
Ask for wisdom. Don't just eschew frivolity; promote serenity. In 1963, when LBJ lit the National Christmas Tree a month after JFK's murder, he urged Americans to turn from "things false and small" to "things true and profound." He went on to say:
We have our faults and we have our failings, as any mortal society must. But when sorrow befell us, we learned anew how great is the trust and how close is the kinship that mankind feels for us, and most of all, that we feel for each other. We must remember, and we must never forget, that the hopes and the fears of all the years rest with us, as with no other people in all history. We shall keep that trust working, as always we have worked, for peace on earth and good will among men.
NOTE: Opinions at my own.
