Businesses are preparing for a busy holiday season, but they need strong content to support their marketing strategies.

This holiday season is expected to be positive for businesses that make a strong impact on customers with well-executed marketing campaigns. According to the National Retail Federation, surveyed consumers plan to spend around $804.42 on average for the holidays this year. This is 5 percent more than last year’s projected spending totals per person of $767.27.

“Retailers have plenty of reasons to be optimistic this holiday season,” said NRF President and CEO Matthew Shay. “Consumers will put retailers to the test when it comes to the product mix and value companies can offer today’s shopper who is focused on much more than just price.”

One of the things they are focused on is the brand as a whole. A lot of customers buy more than the products – they buy into the company’s image and values. Brand content can help shape this by giving businesses a voice to share their values and demonstrate that they know who their customers are and what they care about.

But for the next few months, website content needs to do double duty. On one hand, it needs to tell leads about the company and what sets it apart from competitors. On the other hand, it must also educate them about products and services to drive sales during the busy holiday season. With so much riding on a business’ marketing assets, brands must invest carefully and diligently. By starting early and building momentum, they can ensure their assets get the attention they deserve. 


Here are some tips to get your content in shape:

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.