How to Make Your Content Sparkle This Autumn

Autumn is the perfect season for a content refresh. As the leaves change colour and the days become shorter and darker, people’s interests and priorities shift to online habits so that they don’t have to leave their comfortable, cosy homes to get what they’re looking for. For businesses, this creates a great opportunity to give existing content a seasonal twist and create something that feels timely, relevant and engaging at the same time. But how can you make impressive content for the autumn season? Let’s take a closer look. 

Give your content an autumnal refresh

You don’t always need to start from scratch when it comes to creating autumn content. Some of your existing content could simply need a seasonal update or refresh. Take a look through your older blogs, guides and landing pages and then work to identify pieces that could be refreshed with an autumnal angle. 

For instance, a summer gardening article could become a guide to preparing your garden for autumn, while a general home improvement article could be updated with tips for getting your home ready for the colder weather. Updating existing content can also help to ensure that the information, statistics, links and examples remain both useful and accurate. 

Embrace seasonal search trends

Autumn brings a whole host of new questions and search queries. Think about what your audience is likely to be searching for as the season changes. Depending on your industry, you could include things like:

• How to prepare your home for winter
• Autumn fashion trends
• Energy-saving tips for colder weather
• Halloween ideas
• Bonfire Night safety
• Christmas preparation
• Autumn recipes
• Seasonal travel ideas
• End of year business planning

You should think about the problems, questions and interests your customers have right here and now. As opposed to simply creating content because it just so happens to mention the word “autumn”. 

Add some seasonal personality

Autumn is the season for inspiration. Rich colours, changing weather, cosy evenings and multi-toned leaves can all influence the tone of your content. That doesn’t mean that every sentence or paragraph has to mention autumn or Halloween, or Bonfire Night, for example, but you should be looking to add some subtle references to your headlines, introductions, imagery and examples. A little bit of personality can make a world of difference, without being too gimmicky. For instance, instead of the headline “How to improve your website content”, change it to “How to give your website content an autumn refresh”. The general subject remains useful all year round, but the seasonal wording gives it a fresh feel. 

Make your headlines stand out from the rest of the year

Headlines are usually the first thing someone will see when they click on your content. They’re also the first thing an internet user will see in the search engine results pages (SERPs), before the article is even clicked on. So, if it’s not compelling or engaging enough, it will be less likely that someone clicks on it. The fix? Make your headline stand out from the rest of the year, giving it an autumn theme where appropriate. Autumn provides plenty of opportunities for creative headlines, so you should consider words and phrases such as:

• Refresh
• Revive
• Transform
• Warm up
• Cosy
• Fresh
• Seasonal
• Autumnal 
• Harvest
• Prepare
• Evergreen
• Sparkle
• Autumn-ready

Also, take the opportunity to use autumn-related questions to tap into common concerns, such as “Is your website ready for the autumn rush?” or “5 ways to give your content an autumn refresh”, for instance. Just make sure that your headline accurately reflects what the article is actually delivering. Clever wording is useful, but clarity should always be the priority. 

Consider visual content

Content isn’t just about words. It also involves visual aids. Visuals are beneficial for a number of reasons, but the two most important ones are that they generate some interest and engagement, and they can aid your content overall. 

Infographics, for example, are particularly useful to go alongside main articles as they can be shared online and can be used as a reference should information be needed more quickly. But just because it’s autumn doesn’t mean that visual content should be left to gather dust. 

Autumn provides an abundance of visual inspiration, from warm interiors and seasonal landscapes to Halloween decorations and cosy lifestyle imagery. Refreshing your images this Autumn can make older content feel completely new. As a result, you could: 

• Replace outdated stock photography
• Add seasonal graphics
• Create autumn-themed social media images and infographics
• Use infographics to make information easier to consume
• Add relevant videos
• Refresh featured images on older blog posts

Inject some seasonality into old content

Just because you have old content that you’ve not touched for a while doesn’t mean that you should continue to let it fall by the wayside. Instead of leaving it to rot on your blog page, do something with it this autumn. Look through your analytics and identify articles that have performed well in the past. Revisit them and ask yourself whether they would benefit from:

• Updated statistics
• New facts
• Fresh examples
• New internal links
• Stronger introductions
• New headings
• More compelling titles
• Improved reliability 
• Additional sections
• Up-to-date images 

Not only is this a great way of improving your performance in the rankings, but it will also save you time in the long run as you won’t have to create brand new seasonal content from scratch. 

Create content that revolves around seasonal events

Seasonal events are synonymous with autumn in particular. The season is packed with opportunities for timely, fun content that can be easily consumed. Halloween, Bonfire Night, Black Friday and the run-up to Christmas can all be taken advantage of throughout the Autumn season, depending on the business you run and the audience you have. The key is to find a natural connection between the seasonal event you want to focus on and the expertise you have. Don’t force a Halloween reference into an article if it doesn’t fit, because your audience will notice.

Don’t forget about its usefulness & value

Seasonal content is fun, primarily, as it’s something different in the year for your audience to consume. However, you shouldn’t compromise on its usefulness and value. Content can be fun and useful simultaneously, combining a timely hook with genuinely helpful information. This makes it more likely to attract clicks, hold readers’ attention and encourage people to share it online with friends, colleagues and even family members. 

Kumo is pleased to provide a wide range of digital marketing services, including content creation, SEO, PPC, website design and more. You can rest assured that our team of dedicated experts can set you apart from your competitors with excellent content creation and copywriting services. If you’d like further information about how we can help you today, get in touch with a member of our friendly, specialist team – we’re always happy to hear from you.