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What Digital Content Should You Focus On During the 3rd and 4th Quarters?

You started 2022 right, but now you might be wondering how to keep the momentum going to finish strong. Here's how to make your plan!

First of all, most people usually focus heavily on the start of the year and completely forget the latter half, despite the fact the latter half has the bulk of the holiday rush.

But it's not like it's intentional. You focus on the start of the year so you can get the bulk of the leads out of the way that should carry you throughout the year. But what happens when the 1st and 2nd quarters didn’t go as planned?

This is why planning your 3rd and 4th quarters is so important. This is your comeback in case something unexpected happens. The most recent example is an obvious one: the COVID-19 pandemic.

The pandemic was indeed an eye-opener for all of us. By closing the supply chains, disrupting the global economy, and putting everyone in survival mode created a huge hole in marketing. Old strategies won’t work and we are now trying to figure out what the market wants.

Vision board of the 3rd and 4th Quarter

The Mind of the Consumer Today

As you might have noticed, a lot of people are now trying to convert back to the old norm and buy things again. The feeling of being kept indoors and out of touch has made connecting even more desirable and needed. People are now spending more and wanting more. This is the perfect moment to get people to notice your content.

Keeping this in mind, let's talk about what kind of content you should focus on to finish out the year strong.

3 Types of Content to Focus On

1. Sales/Promotions

E-commerce exploded during the pandemic and it's still holding up strong. More and more companies that weren't online before are definitely selling items and services online due to the pandemic and will continue to focus on it over their physical counterparts.

To draw in the online crowd toward the end of the year, you can focus on creating a sale or promotion of liquidator content, like a free eBook or an inexpensive item on your website. We talked more about liquidator content in our previous blog on Compounding Content.

This is a strategy to help attract leads and develop trust right away. By offering them an item with value that is free or inexpensive, you are going to let them know you are authentic and they can get a feel of what you have to offer. Once you get them hooked, you go in with your main product and they are more likely to buy a bigger ticket item.

Since we are also getting into the holidays, it might be best to get a leg up by looking into sales/promotions surrounding:

  • Fast and reliable shipping

  • Easy returns

  • Unique gift ideas

All of those things are hot commodity during the holiday season, so by focusing on them early and having a plan in place, you'll be ready to take advantage of the holiday buying rush!

2. Informative/Educational Content

Most people have a natural desire to always be learning. And with the pandemic, there was a significant jump in traffic to online learning sites because people wanted to learn about different subjects or learn new skills to transition to a new career.

By providing various blog posts and educational materials, you will be able to help your target audience learn new information, as well as show them how your brand is different from others. You aren’t just providing a service. You are giving them knowledge that they can use to better themselves.

So thinking about an 4th quarter strategy, new year resolutions are coming back in style. Depending on your product or service, you can create content that helps someone plan out their resolutions while discussing how you can help.

For example, if you are a CBD company, you can create an all-inclusive how-to guide for better managing anxiety for the new year. You can provide various strategies, including the use of certain CBD products.

3. Personal Content

Have you noticed how brands have ambassadors that promote them? It's because it adds a personal touch to the product and the brand. And adding a personal touch makes a brand more relatable.

A great example of this is Brandon Sanderson and his Kickstarter for his books. During the pandemic, he wrote four books. He didn’t want to traditionally publish them, so he made a Kickstarter campaign. His goal was set to $1 million. The campaign went on to garner $41.7 million with 181,000 backers.

How did he do that? It was because he was known as a famous author as well as having a great social media presence on YouTube. His fans connected with him from his platforms and were more than happy to back it up once he announced it. By having that connection, he was able to set a record.

Now it's understandable that not everyone is in a starting position like Brandon who already had a large base of followers. But the same idea can work for your business.

Make videos of yourself going through the process of your business, don't be afraid to tell your story, and consistently share testimonials from clients.

Anything that can shed light on your brand and your personality will create this idea of you as a brand personality. And as a result, your followers will feel more connected to you and your brand.

Manage Your Brand and Showcase Your Business All Year Round With LeaseMyMarketing

LeaseMyMarketing offers various services to help you create an all-inclusive marketing strategy, such as organic and paid social media services, brand development and awareness, and lead generation.

It doesn't matter what time of year it is, contact us today for a free quote! We're happy to discuss your marketing needs and step in to help you reach your goals.

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