How can you adjust your Content Marketing Attribution Models for seasonality?

Seasonality is important to monitor but be careful with attribution. In many ways, attribution is dead. People look for multiple touchpoints before making a buying decision. They might find you on YouTube, search for you on Google, read your website but pay through local.

Seasonality impacts Content Marketing as consumer behavior shifts with holidays, weather, and cultural events. To adjust attribution models, analyze seasonal trends in historical data. Allocate resources strategically, focusing on content relevant to each season. For instance, prioritize outdoor-related content in summer. Adapting attribution models ensures optimization for changing audience needs year-round.

Gerade im (Content) Marketing ist es total wichtig, dass du dir am Anfang des Jahres die bestehenden Feiertage/Highlights (SuperBowl, Ostern, Weltfrauentag, Fu?ball-EM/WM, Weihnachten,….) des Jahres markierst und im entsprechenden Monat muss das Team und du wissen welches Ereignis ansteht. So kannst du rechtzeitig Content und Kampagnen für dich erstellen und umsetzten. Sonst kommt immer leider ?Ohhh stimmt. Wir sollten zu dem Ereignis was machen“ und wenn dieser Satz kommt, hast du schon 20% der M?glichkeiten verspielt. Warum? Weil du/dein Team unter Druck jetzt kreativ sein musst, anstatt zielgerichteter, kreativer und durchdachter Content!

This question assumes choosing a certain model provides you enough data to make smart choices for return on ad spend or organic content changes. In my experience, the primary concern is conversion but every business may vary. It is smart to holistically consider the entire sales funnel or pipeline you are using. For example, I have seen people assume their Google ads are terrible because their ROAS is off so they stop the ads. They then find their Facebook ads tank because they didn't realize the two channels were working together for their potential customer. Be careful!

- Adjusting your Content Marketing Attribution Models for seasonality involves recognizing shifts in consumer behavior during different times of the year. - During peak seasons, like holidays or special events, consider assigning more weight to touchpoints closer to conversion. - Choose the right attribution model by aligning it with your marketing goals and the complexity of your customer journey. - For instance, linear models provide equal credit to all touchpoints, while time decay models give more weight to recent interactions. - Evaluate your data and test various models to find the one that best reflects your audience's behavior and optimizes your marketing efforts.

- Monitor seasonal trends in consumer behavior and content performance. - Adjust attribution weights to reflect shifts during seasons. - Allocate more weight to conversion-touchpoints in peak seasons. - Fine-tune models based on data insights. - Continuously optimize for evolving seasonal patterns and content effectiveness.

-Research seasonal trends and consumer behavior. -Tailor content to match each season's spirit. -Plan content calendars in advance. -Use seasonal keywords and hashtags. -Consider seasonal promotions. -Analyze metrics to fine-tune strategies.

The most common pitfall I see is making adjustment to your strategy in a vacuum and finding it destroys the remainder of your marketing funnel. Taking a holistic approach will dramatically improve your results. In today's world, use best practices and measure the return on an overall basis for all channels and only make small changes and measure the results.