You blog regularly. You publish on a set schedule designed to reach your target audience. And now that schedule is telling you to post on Christmas. What do you do?
Let’s face it, very few people will be scrolling through their RSS or social media feeds on Christmas or New Year’s morning, looking for a thought-provoking article on business or the law. So how do you deal with the scheduling conflict. There are a few options.
Post with Christmas Cheer!
If you are a stickler for schedules, you could decide to post anyway. People often may not find your blog until the next day, but you can show your dedication to consistency. If you are going to post on December 25 (or January 1 or any other holiday, for that matter), be sure to acknowledge what you are doing. Don’t just put up a generic “top tips” post because, let’s face it, you’re phoning it in while your kids open up their stockings to Rudolph the Red Nosed Reindeer. Instead, craft a blog that is in the holiday spirit. There are very few topics that can’t be connected to Christmas or New Year’s Resolutions or at least year end. Let your readers know that you are paying attention rather than just posting for the sake of posting.
Your readers may be busy on Christmas morning, but they probably will have some down time on Christmas Eve or the day after the holiday. Adjusting your schedule so your post goes out just before or just after a holiday can be a good idea, particularly if you are targeting consumers. You may still want to use a holiday theme, but people probably won’t fault you for a fall-back post either. Instead they will be thanking you for giving them something to read to avoid unwanted in-laws.
Skip the Post
Every business (except possibly emergency rooms) has some holidays when they are closed. Despite the importance of new and fresh content, your readers won’t lynch you because your office, and your blog, are closed for the holidays. The more often you blog, the less likely skipping Christmas will negatively affect your SEO. So relax and enjoy the egg nog, knowing you’ll jump right back into blogging in the new year.
Which holiday strategy is best for you depends largely on how often you post and who your target market is. Ask yourself whether your readers will be at their desks or whether they may want a distraction. Then decide whether to target, dodge, or skip this holiday season.
Lisa Schmidt is a ghostblogger and blogging coach for Legal Linguist. She helps small businesses and law firms create professional web content and improve their online marketing return on investment. If you need help giving your website a boost in the New Year, contact Legal Linguist today.