It's The Season For Holiday Content: 2020 Edition

In a previous blog, I wrote about all the copywriting and content steps you need to take in preparation for the typical holiday season. Well, guess what? This isn't going to be your typical holiday season. I mean, who would've thought, one year ago, that we'd be wearing masks on a daily basis, in addition to Halloween?

In a typical holiday season, we'd all be looking forward to the holidays, and we'd be busy creating holiday content and copywriting. Unfortunately, this isn't your typical holiday season:

People are under duress as is, businesses are under twice the strain, especially if your an SMB, so it's important to alleviate customer anxiety by being less pushy and forceful, and be more comforting and reassuring.

So how can one create copy and content that's timely, beneficial, yet doesn't skirt the issues of the day but does so in effective, positive manner?

KitKat's topical ad. It's certainly time to take a break from this year.

Take Burger King, for example. The fast-food chain got a very early start on Christmas with an original, clever campaign involving not just Christmas ornaments on its restaurants in July, but also special deals and holiday-themed wrappings. Or IKEA's very early Christmas sale. Getting people into the holiday spirit is important.

Hershey's has gotten into the Halloween spirit with these

With the Covid virus making brick-and-mortar shopping the less desirable option, online presence is more paramount than ever before. According to a survey, nearly 75% of US shoppers who plan to shop this holiday season said they will shop more online this particular year, and 40% will begin their shopping even before Halloween.

With travel still up in the air (...), celebrating holidays with the extended family is still a big question. How can people make it up to your relatives they can't see? What if someone can't visit their parents or have them over for the holidays, as they have done so for the past 10, 20 years? How can you factor that into consideration when creating a blog, article, social media post, banner, etc.

Add an extra value

In normal times (or as normal as good get in today's world), people are looking for the best possible bang for their buck. This year, they're looking to get a little extra mustard, so to speak. And they shouldn't ask. You should offer it to them. If it's a direct delivery to the consumer's home, free shipping, additional discounts, unique coupons (as they did in Italy: Pay now, get an extra something later, when the stores reopen), relaxed cancellation or refund policy, promote wellness, etc.

You can't lose with chocolate, no matter what season it is. And check out Cadbury's creative text.

Make it uplifting

Stay Connected: Gift Ideas For Your Parents Can be a blogpost you can write and then promote and share on your social media channels.

Yes, Trick or Treat is Still On! Can be something geared more towards kids, worried that this year's tradition will be canceled. And how about a virtual Thanksgiving parade of gift ideas/hourly discounts, just in case the real one is canceled (even if it's not, it's something to consider)?

Give something back

Show your support by contributing, or offering to contribute, to a good cause. other people or companies are stepping up to help others at these times. If you're writing a blog, people are always interested in a story about workers on the frontline and how they are being helped by companies or individuals.

Make it merry

This is an opportunity to have fun at some of the things we usually make fun at this time of the year. Thanksgiving dinner. Holiday traveling. Buying gifts for friends. Below is a mockup ad I did, pointing out that while we all couldn't stand all the holiday shopping mania, it's something we all admittedly miss. How about a blog, say, on the topic: 5 ways to replicate the Black Friday shopping experience?

The good ol' days of Black Friday shopping

This year, more than ever, it's important to crank up the humor level, even just a bit. It's not just for mere laughs or cheap jokes, but it's also therapeutic. After all, laughter is the best medicine. Dozes sprinkled in your holiday content can be just what the content doctor ordered. Did a football player drop a pass in a big game? You can make fun on that.

Harness the power of social media

The popularity of social media allows for many ways to creatively handle the situation, such as the TikTok #sasfehands challenge. With family more front-and-center than ever, you can harness the power of social media to share (and encourage users to share) visual stories, such as funny holiday family pictures.

Check out this amazing commercial from Guinness: