With the Super Bowl around the corner, businesses can leverage the popularity of the event to boost content marketing.

Super Bowl Sunday is an unofficial holiday in the United States, and it’s not just fans of the New England Patriots and New York Giants planning their weekends around the NFL’s last game of the 2011-12 season. A week ahead of the game, the Super Bowl is a trending topic on Twitter and one of the most frequently searched terms on Google.

For businesses of all kinds, using the Super Bowl, like other trending topics, to create timely articles will likely help drive traffic. Relating the big game (or other popular topics) back to a business makes content interesting and especially attractive to searchers.

However, the content must be relevant to the business’ actual industry in order to attract relevant users and to see SEO rewards. Given the scope of the Super Bowl, there is a way for most businesses to make the connection. Electronics retailers can use the game to create articles discussing the benefits of newer televisions and other technology, while even a car insurance company could point out that it’s probably best for those planning to celebrate with beer or festive drinks to use public transportation or a taxi given the vigilance of police officers on the road.

For any business, quality content writers can find a way to leverage the Super Bowl into some more attention for website.

Brafton recently highlighted Martin Luther King Jr. Day as an event that could help businessses attract traffic with timely content related to the celebration of the deceased civil rights activist.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.