When revisiting brand content, marketers should ensure their content is up-to-date, evergreen and relevant to audiences.
Brands must Take care of details like the mention of dates and years on your web pages. Similarly, update title tags and descriptions. While brands can create new content to engage holiday season shoppers, make sure archived or unpublished holiday landing webpages are repurposed too.
This way, marketers can leverage natural backlinks acquired by the old URLs. Test promo codes, discounts and other special offers while also updating Google My Business (GMB) listings with the latest promos and campaigns. Additionally, upload the latest product inventory on the GMB listing.
It is also essential for brands to test their campaign strategies, complete with a list of pages and other elements, using A/B testing. Determine the exact kind of tone and appearance the website needs for its audience. Similarly, continue engaging with customers with newsletters, paid to advertise, and other tools post the holiday season.
[10 minute read]
