Small words, big impact: boost conversions with seasonal copywriting

What event is coming up for you? During which season do you offer your customers a particularly suitable product range? Carnival, Christmas, Easter, or Black Friday: What better opportunities are there to draw special attention to your product range?

But the competition is fierce—especially on Google or Amazon, where it's not easy to get your products found optimally. This would require individually designed texts for the season. A team of copywriters who do nothing else all year round but:

For most companies, this is clearly impossible: the costs and benefits are out of proportion. Right?

Our answer: yes!

The solution: Content Automation!

But let's start at the beginning...

Why is seasonal copywriting worthwhile?

We prefer to let the figures speak for themselves:

As an online retailer, you have to compete with countless other shops – but first you have to overcome the first major hurdle: the search engine. After all, how can you become visible to your target group if your content doesn't match the search terms?

What do seasonal texts look like?

Let's take these earrings, for example:

Even though this product is particularly suitable for carnival and Halloween to complement a costume, it can also be worn throughout the year. In our example, we therefore sell the earrings all year round, so they are always in stock. Outside of costume season, the text should be different, as the search terms are also different.

Possible search terms for Halloween or carnival are

During the rest of the year, however, your target group is more likely to search for:

If you adapt not only the title but also the rest of the text to the respective occasion, the relevance of these earrings will increase further for Google. Your products will rise in the rankings and be easier for your target group to find.

In this comparison, we show you what a revised product text might look like (the season-relevant changes are in red). You can simply insert important keywords into the existing text and in appropriate places. In addition, entire sentences can be added to provide your customers with decisive buying arguments: Inspire readers with new ideas for their own costumes.

That covers the SEO side of things. But what about the technical implementation? After all, knowledge about occasion-based copywriting is of no use to you if you can't integrate it into your website.

Do you have entire categories that could be relevant to your target group for a specific occasion? It's also worth adapting these overview texts!

How can you create content within a feasible framework?

The challenges:

This is where ContentNaicer comes in.

Thematic text generation using data

The connection between your seasonal text and products can be found in your product data. Ideally, you will have this data clearly structured in a detailed form. This is because a Text Robot can use it to determine which products are relevant for the respective season and need to be adapted in terms of text. Occasion attributes are particularly well suited for this purpose, as they list all events that match the product.

Behind these attributes, suitable keywords, phrases, and synonyms are placed in the right places once, and then easily and automatically inserted into the text at a specific time.

This could look like this:

As you can see with the poinsettia, it doesn't have to be individual events. You can just as easily have different texts created for the seasons when the search terms of your potential customers change.

The added value of a Text Robot is clearly in the quantity: once you have decided on the occasion-specific text, you don't have to adapt each text individually, display it, and then change it back again. And that's for every occasion!

The robot takes care of this by taking the existing content and filling it in with the additions it has created.

The work involved remains straightforward: search for important keywords for each occasion, find suitable synonyms, formulate individual sentences, and thereby create a high-quality foundation.

The content is created. All that's left is to publish it.

Schedule-driven delivery

When do your customers start looking for a suitable Halloween or carnival costume? The text should be published on your site in good time so that you don't just attract last-minute decision-makers. Depending on the occasion, this can be at least two weeks before the event. Until the day of the event, the original text should reappear. Or another seasonal text, if the next occasion is just around the corner.

A schedule can be stored that tells our software when which occasion text should be created and published. The same applies to the end date: if this is stored, the machine automatically replaces the respective product texts again. Of course, this only applies to products that have the correct attribute under “Occasion.” All others remain unaffected by this change.

Thematic text generation without data? Yes!

Does your data lack trigger elements such as the occasion, or is it insufficiently structured for a Text Robot? The one-time preparation is worthwhile—not only for this case! That's why we are happy to take care of it for you.

But even without data, you don't have to forego seasonal copywriting. Instead, we work at the category level: Which product categories can be attributed to one or more occasions? Costumes trigger Halloween and Carnival. Party dresses become dresses for prom or New Year's Eve. And personalized gifts get a personal touch for Christmas, Valentine's Day, and Mother's or Father's Day.

What does the return rate have to do with seasonal text?

Pictures say more than a thousand words. But in online retail, without product descriptions, these are often not meaningful enough to provide your potential buyers with sufficient information about them. Sometimes, professionally taken photos can even lead to misinterpretation.

What is the quality of the product? How does the material feel on the skin? Is it scratchy? Does the garment run larger or smaller than usual? Is the carpet easy to vacuum? ...

Questions like these make product descriptions necessary. But what about seasonal descriptions? Clothing such as costumes in particular can have a high return rate after Carnival or Halloween. Why is this and how can it be prevented?

We addressed this question in our webinar on seasonal descriptions. Take a look:

Conclusion: Worthwhile for anyone who wants to promote their products seasonally

Have you already thought about which occasions your products might be related to? Makeup and costumes for Halloween or Carnival, chic outfits, balloons or a raclette grill for New Year's Eve, furniture for Black Friday, technology for Cyber Monday, and personalized gifts for Advent...

Seasonal text helps you make your content more relevant for search engines and readers. The more elegant solution is clearly structured data. But even without it, entire product categories can be wonderfully enriched with seasonal keywords and phrases.

And the software's scheduling feature takes care of the last bit of assembly line work for you, so all you have to do is worry about the right search terms and appropriate wording – we're happy to help with that too!