February may be the shortest month of the year, but it is filled with events and holidays that are opportunities for engaging content to connect with your members.
Content marketing is the act of creating, publishing, and distributing content — articles, podcasts, videos — for the purpose of attracting, engaging, and retaining customers. In February, content marketers have at least four opportunities: Valentine’s Day, Presidents’ Day, Super Bowl 51, and the Oscars.
Superbowl Sunday: February 5
On Sunday, February 5, 2017, the Patriots will play the Falcons in Super Bowl 51. An estimated 100 million+ people will watch the game live. Millions will hold a Super Bowl party, and you probably are hosting something at your club as well.
Anytime that you have an event capture a nation’s imagination in the way that this one does, it creates opportunities for content marketing. For example, marketers could publish Super Bowl-related how-to articles, interests reads or videos, like these.
- “In Golf Terms, the value of your Super Bowl Ticket can go a long way“
- “Top 10: NFL's Best Top 10 Golfers“
Valentine’s Day: February 14
Beyond roses and boxes of assorted chocolates, Valentine’s Day can be a significant opportunity for online retailers. American couples spend about $200 each exchanging gifts — males will spend about twice as much as females — making the holiday an important one for retailers.
Content marketing published around this lovers’ holiday might have one of two aims. First, online stores could simply seek relationships with customers. Second, content may be used to win Valentine’s Day sales.
Companies featuring products that do not make for great Valentine’s Day presents — think fishing lures or building supplies — may opt for the first approach.
One option could be to feature love stories about important customers. These stories could take a couple of forms. Marketers might publish the customer’s own love stories. describing how the featured customers met and what makes their relationship special. You could hold an online contest asking customers to submit their love stories. Pick a few compelling stories, and contact the customers for an interview.
For the second option, content marketers have several options.
- 7 great Valentine’s gifts for golfers.
- Feature your in-house florist's story as it relates to specific Valentine’s gifts.
- Make suggestions for a Valentine’s date night cocktail or champagnes.
President's Day: February 20
The holiday is also an opportunity for content marketing. In fact, nearly any historic holiday can be an opportunity for content marketers to simply describe the holiday’s origin. An article or video about Presidents’ Day could tell a story about the leaders it is meant to honor or explain why the holiday is celebrated in February.
An historic approach is the tip of the proverbial iceberg for content marketing. Consider these examples of what your club's marketing department might publish.
This sort of approach to content marketing is really a form of journalism. In years past, retailers purchased advertisements in newspapers and magazines because they wanted those ads to appear next to stories — content that people wanted to read. Now, rather than buying an ad, retailers are creating the content.
The Academy Awards: February 26
The Oscars or Academy Awards honor achievements in the American film industry. The ceremony has been held annually since 1929. It lets viewers learn more about the celebrities behind the year’s most popular movies.
- “And the Oscar Goes To: The Academy Awards for Golf Movies“