Should you be creating content around low or zero-volume keywords?
By Louise LinehanOct 26 2021
It’s been a spooky couple of years, but content and social engagement shows we’re still just as excited as ever to celebrate.
How can you make sure you’re creating the most engaging Halloween marketing ideas every year?
We looked at the trend of Halloween content published and shared to social media over the last five years...
And here's a few things we noticed:
So, now we've established there's big interest, how can you make sure you’re creating the best, most engaging content for Halloween every year?
Both search and social are goldmines when it comes to finding out what people think and want.
So, what better way to assess the Halloween situation and build out ideas for your content strategy, than to look at search volume data?
You can do this pretty easily with the BuzzSumo Keyword Tool, which instantly gives you "Seed" keywords alongside their volume and "Cost Per Click" value, and a bunch of other ideas to get your brains whirring.
Punch in your competitor’s website URL to steal their Halloween keyword ideas, and leave them in the graveyard SERPs ☠️
We entered the phrase "Halloween costume ideas" into the BuzzSumo Content Analyzer, set the date to the "Past 6 months" and found that:
Can you use influencers to boost your content engagement? Or explore subtopics like Cosplay?
If you're looking to re-engage audiences year over year, consider timeless themes like decade-driven costume ideas.
Everyone has become a *little* obsessed with this series, and rightly so. With Moira’s wardrobe rivaling that of the Addams family, what better costume could you don for Halloween this year?
If you're looking to create trending content to inspire audiences for Halloween, look to the most engaging pop culture topics – from the best TV series, through to the top entertainment news of the year.
Tabbing to the "Analysis" view in the Content Analyzer, we can see that "Kim Kardashian Met Gala" has the highest average engagement (ie. shares per article), whereas "Ted Lasso" and "Cruella" drive highest average links...
You can then compare how these topics trend over time...
Then you can decide whether to lead your Halloween marketing ideas with:
Having this data to hand can help you justify your Halloween content marketing ideas!
In that same report, you can also get an idea of how to create and distribute your content.
When it comes to "Halloween costume ideas", Facebook and Pinterest are the best channels to share for top engagement, while comprehensive listicles are the most engaging.
Social engagement data like this is great for giving you more granular content ideas and insights into what people want when it comes to Halloween.
Jump into the Content Analyzer and assess engagement around trending shows or characters, to inform your Halloween plan.
This is the kind of formula that you can repeat year-on-year to build engaging Halloween marketing and brand awareness.
We all know when Halloween falls, but social trend data can sometimes offer up surprises, where expectations don’t always match reality…
As we saw earlier – engagement for Halloween can pick up as far back as July!
Social isn't just a doorway to your brand – it's a window to your customers' mind.
It not only shows you what topics your audience care about.
It shows you when to publish your content to meet that demand.
This kind of insight is especially useful to know for those of you that are looking to create evergreen Halloween content.
When it comes to search, it’s been proven that content published in-advance of peak demand has a much greater chance of ranking.
After all, authority has been built, a few links earnt and maybe you’ve even had time to do your own internal linking to make this content your "Pillar" page for all things Halloween.
As well as helping you to plan your content strategy, knowing YoY trends is also super important for creating strategies across the business.
Using social YoY trend insight, you can:
And so on…
You can find this "Engagement & content over time" trends in the "Analysis" tab of the Content Analyzer in BuzzSumo.
There are many ways you could go about creating unique Halloween marketing ideas – upcycle competitor strategies, analyze the most engaging social headlines, look for the most searched keywords or examine social content at scale to define "Success" formats.
But "Hearing it from the horse’s mouth" is still arguably one of the best ways to validate your content efforts.
With BuzzSumo you can do just that, by scouring forums and comment sections on blogs across the web, to reveal what people really want.
Using BuzzSumo’s Question Analyzer, you can see exactly what people are asking in relation to Halloween that year.
Set the date range, and ask yourself “Are there any questions repeated YoY that I can answer?”
In this part of the platform, it’s better to start with a broad topic. This will give you more in the way of content ideas. This time we’re simply searching "Halloween".
Topic ideas here are ranked by "Co-location" – meaning how often they appear in the same article with the main topic – which can give you some pretty interesting, niche content ideas.
This tool really comes into its own when cross-referenced with the Keyword Tool we saw earlier.
If you pick a "Smaller" keyword that has been written about less on social, but find that it has high search volume and CPC value via the Keyword Tool, then you've spotted an invaluable new content opportunity!
In the Topic Explorer, you can also see related keywords and content ideas.
In fact, if you click on the "Insights and Content Ideas" report (see above) you can quickly tab through "Insights", "Content", "Questions" and "Keywords" all in one place. So good, it’s scary!
Remember when everyone used to dress up as Harry Potter or one of the blue Na’Vi from Avatar?
Some Halloween costumes, themes and activities are popular every October, but many are time-limited or culturally specific.
Knowing what kinds of new content trends every year in your market is key to informing your Halloween strategy.
Is there a particular product that’s caught people’s eye this year?
Are they more intrigued by decorations than Halloween makeup?
Just what piques your audience’s interest?
The BuzzSumo Trending Tool lets you highlight the content in any country that’s gaining the most traction on social, based on a "Trending score" i.e. the speed of content engagement.
You can build a custom feed based around Halloween and check in regularly to discover the latest stories catching attention.
Looking at this insight when prepping your content every year can give you pointers on the types of stories to cover, or themes to focus on.
In the example above, that seems to be dogs in costumes (fun fact: according to our new content engagement research, dog related content is more likely than any other content type to encourage likes, comments and shares), celebrity inspired costumes, Halloween inspired TV shows and coverage of experiential Halloween events.
So, there you have it. Six easy ways to create fresh and unique Halloween marketing ideas.
Building out a repeat seasonal strategy like this can help you to piggyback on significant demand, and can be a huge brand awareness opportunity.
Use BuzzSumo to reveal the Halloween content your audience wants, and enjoy an influx of traffic and engagement year after year.
Ready to create some frightfully clickable content? Start your free 30 day BuzzSumo trial today to stay on top of all the seasonal trends.
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