In June 2019, content marketers should have no shortage of potential topics to attract, engage, and retain customers.
In much of North America, the weather will be grand, and almost any article or video that promotes outside activities can be a winner. That is why my first two suggestions on this month’s list of content marketing ideas have to do with the outdoors.
Remember that content marketing is a long-term strategy. Done well, it should increase search traffic. It will develop an audience much as a publication does. And its audience should become somewhat loyal to the company and its products.
As an example, I’m aware of an electric bike company that is now enjoying a 50-percent increase in site traffic from its content marketing efforts, which it started just five months ago. This includes a 48-percent increase in Google Search traffic.
1. Celebrate Great Outdoors Month
President Clinton created Great Outdoors Week in 1998 to encourage Americans to enjoy the nation’s public lands, trails, and outdoor activities. Each of the next three administrations has embraced and expanded the event, growing it into Great Outdoors Month.
For many online businesses, there will be a natural connection and, therefore, an opportunity to create and promote outdoor-related content. But any ecommerce company should be able to find topics.
As if often the case with content marketing, there are a few angles a business could use for Great Outdoors Month, including describing outdoor activities, creating how-to articles, or covering related history.
Let’s consider a few examples.
The U.S. Forest Service holds Great Outdoors Month events at many of its local branches. Some of these events are focused on kids. So an online retailer selling children’s clothing and shoes could publish a list of kid-focused Great Outdoors Month activities by state. The business might even create an interactive “Get Kids Outdoors” map that showed one or two events in each of the 50 states.
Next, think about a business that actually sells outdoor gear. This online seller could produce how-to articles related to outdoor activities and the items it sells. Here are some possible titles.
- “How to Plan an Urban Adventure with Google Maps”
- “How to Tie a Bowline Knot in 7 Easy Steps”
- “How to Read a USGS Map”
Finally, online sellers whose products are not directly related to the outdoors can find topics to cover. As an example, an ecommerce business selling power tools might create content about the U.S. Civilian Conservation Corps, which was part of a public work relief program from 1933 to 1942. The Corps built many of the trails in the United States, and you can bet that tools and construction skills came into play.
2. National Ocean Month
June 2019 is National Ocean Month in the United States, and Saturday, June 8, 2019, is World Oceans Day. Both are meant to remind us how much we depend on oceans and how important it is to conserve them.
From the content marketer’s perspective, National Ocean Month is an opportunity to tell tales of the sea. This could be focused on conservation, the environment, or recycling — but it could also cover anything ocean-related.
As an example, think about a brand such as Filson, Duke Cannon, or Best Made. Any of these retailers could publish a reading list of the 10 best ocean adventure books.
3. Global Running Day
June 5, 2019, is Global Running Day. It is a chance to promote running as a sport and encourage everyone to become more active.
Running Day could work as a content topic for any business focused on fitness or health or has customers that are merely interested in health. The key is finding a way to connect that event to your company’s brand and products.
For example, a men’s clothing brand might write about running in the context of weight loss. And a business selling products to Baby Boomers could write about running as a way to combat type-2 diabetes.
4. Be a Pro
For nearly every activity, sport, or vocation — from playing chess to mountain climbing and auto racing — there are differences between amateurs and professionals.
Compare the work of an amateur web developer and a seasoned professional. Or think about the differences between a person who builds a doghouse for the backyard on a Saturday and a professional contractor.
Often, engaged amateurs want professional-level results. This creates an opportunity for content marketers.
In June, consider publishing a “like a pro” or “be a pro” article that will attract search traffic and engage your company’s current customers.
Here are some possible examples.
- “Use Trello Like a Pro: 10 Steps for Better Project Management”
- “Kayak Fish Like a Pro: Lessons from the Snake River”
- “Become a Professional Photographer in Six Weeks”
5. Personalize a New Product Introduction
Some online retailers have a recipe for new product introductions. They may invest in pay-per-click advertising. They might use a social media post or two. And they will almost certainly feature the product in email marketing.
You could also add a face on a new product announcement. For example, if your online store is adding a new line of swimsuits in June, you could interview the buyer in a short video. She could talk about how she started her buying career. She might spend a moment or two talking about what buyers do. Then she should explain why she thinks your customers would love the new swimsuits.