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5 Content Marketing Ideas for February 2022

In February 2022, content marketers will find no shortage of article or video ideas, from politics and music to health and helpful information.

Content marketing is the act of creating, publishing, and distributing content such as articles, podcasts, or videos to attract, engage, and retain customers. Content marketing is a keystone for search engine optimization and inbound marketing.

What follows are five content marketing ideas any business could use in February 2022.

1. National Freedom Day, February 1

Photo of Abraham LincolnPhoto of Abraham Lincoln

Abraham Lincoln, the 16th President of the United States, signed a joint resolution of Congress abolishing slavery on February 1, 1865.

National Freedom Day is an American holiday to commemorate President Abraham Lincoln’s signing of a joint resolution abolishing slavery in the United States. That resolution was later ratified and became the 13th Amendment to the U.S. Constitution. President Harry Truman created National Freedom Day to commemorate the signing.

National Freedom Day should promote harmony, goodwill, and equal opportunity for everyone. This makes it a good day to celebrate with content.

Articles, videos, and podcasts made for National Freedom Day could:

  • Focus on history,
  • Kick-off Black History Month,
  • Profile important contributors,
  • List important freedoms,
  • Celebrate new opportunities.

2. Bob Marley’s Birthday, February 6

Photo of Bob Marley singingPhoto of Bob Marley singing

Bob Marley performed live in concert on July 6, 1980. Photo: Eddie Mallin.

Robert (Bob) Nesta Marley was born on February 6, 1945. Marley helped establish reggae as a musical style in the 1960s and 70s. He also served as a key representative of Rastafarianism and a proponent of marijuana legalization.

Businesses related to the music or cannabis industry — and companies looking to celebrate Black History Month — may want to profile Marley.

Articles about Marley could include discussions of his influence on music, religion, culture, and politics.

For inspiration, here are a few Marley-related articles.

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3. American Heart Month

For the U.S. Centers for Disease Control and other health organizations, February is American Heart Month, a time to think about cardiovascular health.

For the ecommerce content marketer, American Heart Month is an opportunity to encourage customers and prospects to be more healthy while also promoting products when appropriate.

Photo of strawberries, blueberries, blackberries in a heart-shaped bowlPhoto of strawberries, blueberries, blackberries in a heart-shaped bowl

February is a time to focus on heart health. Photo by Jamie Street.

For example, last year, the U.S. Surgeon General used American Heart Month to focus on high blood pressure (hypertension). The aim was to:

  • Increase awareness of the risks associated with hypertension,
  • Ensure the places that folks live, learn, and work are equipped to help fight hypertension, and
  • Improve patient care related to hypertension.

Companies could use this theme in articles. Here are some potential titles for several kinds of online businesses.

  • Kitchen supply store: “10 Heart-healthy Recipes to Lower Blood Pressure,”
  • Online shoe store: “5 Ways Walking or Running Improves Heart Health,”
  • Office supply retailer: “How Stand-up Desks Fight Hypertension,”
  • Supplement seller: “14 Supplements to Lower Your Blood Pressure,”
  • Power tool retailer: “5 Subtle Changes to Lower Job Stress and Your Blood Pressure.”

4. February Events Calendar

Photo of a card reading "February" with a pen beside itPhoto of a card reading "February" with a pen beside it

A simple monthly events calendar can be helpful content. Photo: Madeleine Ragsdale.

February may only have 28 days in 2022, but it is packed with holidays and events. Content marketers can publish industry-specific or customer-focused event calendars.

An industry calendar could include important trade shows, conferences, and meetings. For example, a store selling electrical and plumbing supplies to contractors could feature events, such as:

  • The National Electrical Manufacturers Representatives Association. February 3-5, 2022.
  • The National Electrical Contractors Association “How to Work with OSHA” workshop on February 3, 2022.
  • The National Association of Home Builders Show, February 8-10, 2022.
  • The National Association of Electrical Distributors Conference, February 22-24, 2022.

A customer calendar might include several events across multiple topics. For example, an online retailer selling products to new mothers could create an event calendar aimed at that demographic. It could feature:

  • Creative Romance Month,
  • National Women and Girls in Sports Day,
  • International Day of Women and Girls in Science Day,
  • Valentine’s Day,
  • World Day of Social Justice.

Content marketers could briefly describe each event and resource to learn more.

5. Publish a Glossary

Every business and industry has a set of terms that may not always be familiar to customers. For February 2022, publish a glossary defining every word or phrase that could be unfamiliar.

Photo of a pair of leather dress bootsPhoto of a pair of leather dress boots

A glossary of terms is helpful to readers and powerful for search engine optimization. Photo: Zac Wolff.

An online shoe shop might publish a glossary of footwear construction terms, as in:

  • Aglet (aiglet): A slender sheath usually made of plastic or metal wrapped over the end of a shoelace to make it easier to lace and more durable.
  • Bellows tongue: A wide, folding tongue attached to the uppers on three sides to make a boot or shoe water-resistant or waterproof.
  • Welt: Material sewn to the edge of a shoe upper and attached to the sole.
  • Goodyear welt: A welt stitched through the midsole and outsole to better secure the sole to the upper and allow complete sole replacement.

The glossary could also link to specific products, and the descriptions of those products could, in turn, reference the aforementioned terms.

5 Content Marketing Ideas for January 2022

Content connects a business to consumers not just for selling but also for sharing information, humor, and skills. But generating content ideas can be challenging.

Remember that content marketing is the act of creating, publishing, and promoting articles, podcasts, and similar that attract, engage, and retain an audience of customers.

What follows are five content marketing ideas almost any business can use in January 2022.

1. Start a Podcast

Podcasting has moved from a fringe medium to a common way to share ideas.

In the U.S., there are approximately 120 million podcast listeners, according to Statista. If all of those are adults, something like 45% of Americans older than 18 listen to podcasts.

So podcasts are popular. They are also versatile.

A podcast can cover any topic. At the time of writing, Privycast, an entertainment show about toilets and bathrooms, had 42 episodes on Apple Podcasts.

Screenshot of Privycast page on Apple PodcastsScreenshot of Privycast page on Apple Podcasts

Privycast is an entertainment podcast about bathrooms.

If a podcast about the restroom can exist and even attract an audience, so can a podcast about fashion, tools, do-it-yourself products, fitness, and so on. Every business can find an opportunity to start and maintain a podcast. Make it a New Year’s Resolution.

2. Public Domain Day: January 1

In the United States, January 1 marks when creative works such as music, films, and books can enter the public domain. This means that the works’ U.S. copyright protections have expired.

Drawing of Winnie the Pooh by a fire from artist E. H. ShepardDrawing of Winnie the Pooh by a fire from artist E. H. Shepard

First published in 1926, the book “Winnie the Pooh” will enter the public domain in the United States in 2022. This illustration by artist E. H. Shepard comes from the 1926 version.

Creative works enter the public domain in America after one of three timeframes:

  • 70 years after the death of the author,
  • 120 or 95 years after creation or publication of a work with multiple authors,
  • 95 years after publication for works created from 1923 to 1977.

All of these groups were given an extension in U.S. copyright protection in 1998 with the Copyright Term Extension Act (CTEA). The bill was nicknamed the “Mickey Mouse Protection Act” since the famous character was first seen in 1928 and, therefore, Mickey’s copyright was extended by 20 years with this legislation.

Another interesting fact about the CTEA is that Representative Sonny Bono sponsored the bill. Bono was an entertainer before he was a politician and is the first member of the U.S. Congress with a number one pop single.

Public Domain Day gives businesses a few opportunities for content creation. The most obvious is with booksellers, music-related companies, and art merchants, but many companies will find ways to connect with great works of the past.

For example, a seller of used books could publish a series of reviews. Each would feature a book entering the public domain in 2022. The series might start with Ernest Hemingway’s “The Sun Also Rises.” Next up could be A. A. Milne’s “Winnie the Pooh.”

3. Walk Your Dog Month

Photo of a female walking a dog by a parkPhoto of a female walking a dog by a park

Get out and walk your dog in January as part of Walk Your Dog Month. Photo: The Creative Exchange.

January is National Walk Your Dog Month in a few Northern Hemisphere nations. This event encourages folks to get outside despite the weather.

Content marketers at pet supply or pet food companies could have the best results with this topic, but Walk Your Dog Month might also appeal to outdoor lifestyle brands.

The idea could also be well suited for a listicle. Here are some example titles.

  • “21 Reasons to Celebrate Walk Your Dog Month,”
  • “15 Ingenious Ways to Walk Your Dog,”
  • “9 Health Benefits Associated with Dog Walking,”
  • “10 Mood-boosting Benefits of Walking Your Dog,”
  • “8 Ways Dogs Are Good for Your Health.”

4. King Tut Discovered: January 3

On January 3, 1924, archeologist and Egyptologist Howard Carter and his team found a large stone containing a solid gold coffin and the mummified Pharaoh Tutankhamen.

Photo of gold statue of King TutPhoto of gold statue of King Tut

Tutankhamun’s golden mask is one of the most recognizable Egyptian artifacts. Photo: Roland Unger.

Cater had been working in Egypt since at least 1907 and had discovered Tutankhamen’s tomb in November 1922. But it took two more years to find the remains of King Tut himself.

King Tut was not a well-known pharaoh in Carter’s era. But because of the wealth of the tomb and several Western museum tours, Tutankhamen is now, perhaps, among the most recognizable Egyptian pharaohs.

The anniversary of King Tut’s discovery (recovery) is a content opportunity for many businesses, including any apparel, furniture, or home decor retailer with Egyptian or Eastern-themed products.

5. Tweetstorm a Listicle

The term “tweetstorm” can have a negative connotation, but in this context, it describes a long-form Twitter post extended as a thread.

Start with a catchy post. Then fill out the topic by replying to your own post.

The tweetstorm format is a good way to promote a listicle. Imagine you have a 10-item list. Write a “title tweet” that pitches the concept. Then reply five times where each is one of the items from the listicle. Then post a link to the full article.

Here is an example from the “Phil from 4 Day Week” Twitter feed.

The title tweet reads, “I started publishing SEO blog posts at the start of the year. Now ~200 people visit my site organically each day.”

Phil follows this up with eight replies to make the thread. The first five are listicle points:

  1. Identify topics to write about,
  2. Write an outline,
  3. Outsource the writing,
  4. Refactor,
  5. Wait patiently.

Phil also links to an article on his site.

One of the replies in the tweetstorm thread should link to the listicle you want to promote.

For your January 2022 content marketing, find several of your company’s top listicles and promote them with a tweetstorm thread.

5 Content Marketing Ideas for December 2021

Content marketing is a constant flow of planning and producing. And topics, even for search engine optimization, may be hard to find.

The content should be useful, informative, or entertaining, and it should help a business attract, engage, and retain an audience of customers and prospects.

So for December 2021 content marketing, consider industry forecasts, holiday how-to articles, New Year’s resolutions, and a couple of uncommon holidays.

1. Industry Forecasts

December is the beginning of the end, the last month of the year. It’s a natural time to prognosticate about trends and changes for 2022.

For your content marketing, consider creating articles, videos, or podcast episodes that predict changes to the industry your business serves.

For example, a B2B merchant selling restaurant supplies might want to forecast demand for vegetarian or vegan menu items. This forecast could answer several questions that are helpful to restaurant owners and managers.

Should restaurateurs add new vegetarian and vegan items? Is there evidence the trend is waning? Are there more vegetarians and vegan customers? How does the vegetarian and vegan trend compare to interest in the keto diet?

Google Trends, which shows the popularity of search terms, can provide insight. The screen capture below compares search volume for “vegan” and “keto.”

Screenshot of Google Trends showing search popularity of "vegan" and "keto."Screenshot of Google Trends showing search popularity of "vegan" and "keto."

Google Trends shows the popularity of search terms. In this example, the number of searches for “vegan” has been relatively constant, while “keto” searches have declined.

Similarly, an online retailer selling athletic equipment to high school students and their parents might consider a forecast that compares the cost of a college education and the number of available scholarships by sport.

The idea is to create valuable content that will help customers understand how trends in 2022 could impact them.

2. Holiday How-to

How-to articles and videos are content marketing at its best. There is no form of content more valuable to consumers.

For December 2021, create videos or articles to demonstrate how to complete a task — the more specific the task, the better.

Here are several examples on YouTube and popular websites:

Try to identify how-to topics that are closely associated with the products or services your business sells.

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 3. Resolutions

On New Year’s Eve, many folks are going to share a list of resolutions. These are promises to themselves aimed at improving their lives in one way or another.

December is an excellent time to start thinking about New Year’s resolutions. Photo: Tim Mossholder.

Various sites and sources estimate that between 40 and 50% of American adults set resolutions, so the audience is substantial.

For December content marketing, create resolution lists and resources to help readers plan their own goals.

Top resolutions are likely to include:

  • Eat better,
  • Lose weight,
  • Exercise more,
  • Develop personal relationships,
  • Save more money,
  • Earn more money,
  • Spend less money,
  • Advance career,
  • Education,
  • Drink less alcohol,
  • Quit smoking,
  • Reduce stress,
  • Travel.

Choose topics related to what your company sells. For example, an online stationery and office supply shop could focus on financial resolutions, publishing a series of articles describing financial journaling techniques.

Similarly, a luggage retailer or men’s apparel business could release articles or videos about travel planning. They might cover how to travel safely despite Covid or describe potential destinations.

4. Roof Over Your Head Day

December 3, 2021, is Roof Over Your Head Day in the United States. It reminds us that many people struggle with housing and to be thankful for what we have.

Since the onset of the Covid pandemic, house prices have risen worldwide. According to an October 2021 report in ApartmentGuide.com, rental prices in Ohio, for example, have risen as much as 41% year over year. But the tide is turning in some places, and November rental prices are down by a percentage point or so.

While it could make sense for some businesses to create content about the housing market, others might focus on the “being grateful for what one has” part of the Roof Over Your Head Day.

A screenshot of a map from ApartmentGuide.com showing U.S. rental prices by state.A screenshot of a map from ApartmentGuide.com showing U.S. rental prices by state.

We should all be grateful for the roof over our heads. Source: ApartmentGuide.com.

5. Pretend to be a Time Traveler

This idea may be the most creative and the most fun in this post.

December 8, 2021, is “Pretend to be a Time Traveler” Day. It is an opportunity for content marketers to entertain readers and viewers. Here are two possibilities.

First, create an article or video describing how to celebrate Pretend to be a Time Traveler Day. This article might include recommended time travel movies or books. Or it could describe how to make an ancient recipe for folks who wished to pretend to travel back in time.

Second, Pretend to be a Time Traveler Day could spark content discussing time travel. An example is the Unveiled YouTube channel, which has an eight-minute video describing four time-travel stories.

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How Content Drives Low-cost Ad Conversions

Content marketing is often associated with search engine optimization since the two disciplines can work hand in glove. But there can be a strong affinity between content marketing and advertising, too.

Content marketing is the act of creating, publishing, and distributing content to attract, engage, and retain an audience of customers and prospects.

Many businesses employ content marketing to drive organic search traffic and engage visitors. Advertising can accelerate content promotion while driving new and incremental sales.

Content Cycle

A cycle is one way to think about the content marketing process.

There is a planning stage. Topics are selected, and SEO entities and keywords are identified. Outcomes are chosen here, too.

Next, the content is composed or created. This may be as singular as writing a blog post or as multifaceted as publishing an online course.

Then the content is promoted. The results are measured. The campaign’s performance is used to start a new planning process.

Content Promotion

Many content marketers use organic social media, SEO, and email marketing to spark interest in new content. But advertising should be added to this promotional mix, too.

As an example, an ecommerce-related SaaS company recently published a profile of one of its customers. The profile featured a video, a podcast, and an article of nearly 3,000 words.

Promotion in an email newsletter generated a few hundred page visits on publication day. The combined traffic from organic social media and organic search totaled 31 page visits in the first 48 hours.

In those same two days, a Facebook ad campaign promoting the profile drove 1,543 page visits at 15 cents per visit.

Screenshot of a Facebook ad performance page showing the results of the campaignScreenshot of a Facebook ad performance page showing the results of the campaign

A Facebook ad campaign drove 1,543 visits to an article at 15 cents per visit.

Here is another example. A midsize brand wanted an outsized impact on YouTube. The company planned a series of videos featuring b-level celebrities.

The problem was that b-level celebrities did not want to be associated with a video on a new channel that might only get a handful of views.

So the company launched a Google Ads campaign aimed at video views. The targeted video received 273,760 views in 12 days at an average cost of 4 cents per view. (Many video view campaigns are even less expensive.) The celebrity was pleased, and the company confirmed it could attract future guests.

Screenshot from Google Ads showing the performance of a campaignScreenshot from Google Ads showing the performance of a campaign

A Google Ads campaign that targeted YouTube users costs about 4 cents per view.

Here is a third example. A service company published a how-to article featuring its own offerings as part of the solution. The detailed article was several thousand words and included a companion video and three conversion opportunities.

A Google Ads search campaign targeting this how-to article in October 2021 produced 224 conversions from 45,255 impressions.

Screenshot from Google Ads showing campaign performanceScreenshot from Google Ads showing campaign performance

Some forms of content marketing work well for immediate conversions. This single how-to article combined with a paid search campaign generated 224 sale conversions in one month.

In all of these examples, advertising amplified the content to achieve the desired outcome.

Customer Funnels and Conversions

Content benefits from accelerated promotion, and advertising can generate conversions or leads because of the content.

This is important because the content marketing and advertising teams at most companies have different key performance indicators.

KPIs for a content marketer might be site traffic, video views, or newsletter registrations. Ad teams want conversions, clicks, impressions, and low cost per action or acquired customer.

An advertising manager will be reluctant to spend her budget on video views if it doesn’t meet her KPI goals. There are at least two ways in which content marketing can help.

First, content can drive conversions. The how-to article above helped potential customers and drove sales with a 7.32% conversion rate for an average cost of $33.32 per conversion. This was well below the profit generated, meaning the ad team was happy to send traffic to the article.

Second, content can help create “warm” or “hot” audiences for the ad team. The marketing manager can retarget potential customers who read a profile or watched a video. This process effectively moves the customer toward a conversion.

Working Together

In short, advertising can boost content marketing while defining customer funnels by retargeting folks who have engaged with the content.

5 Content Marketing Ideas for November 2021

Comparisons, top 10 lists, customer stories, an old mystery, and Thanksgiving leftovers are all topics that could influence your company’s content marketing in November 2021.

Content marketing is the act of creating, publishing, and promoting content with the express purpose of attracting, engaging, and retaining customers.

What follows are five content marketing ideas your business could try in November 2021.

1. ‘Versus’ Articles

In content marketing lingo, a “versus” page or article compares two or more options to help a reader make an informed buying decision.

A versus page might pit your product against a competitor’s, or it could compare two techniques, options, or ideas.

Picture of a pair of brown men's shoes from the Joseph Cheaney & Sons website.Picture of a pair of brown men's shoes from the Joseph Cheaney & Sons website.

Comparison articles such as this one contrasting Oxfords and Brogues are helpful to readers investigating a product. Image: Joseph Cheaney & Sons.

These pages can be both interesting to read and good for organic search rankings.

Here are a few example titles.

  • A power tool retailer: “Wood Studs vs. Metal: Which Is Better for Residential Construction?”
  • A supplement brand: “Soy Protein vs. Whey: Which Is Better for Women?”
  • A shoe store: “Oxfords vs. Brogues, a Guide”

That last one, “Oxfords vs. Brogues, a Guide,” is an article published on the Joseph Cheaney & Sons website.

For your November 2021 content marketing, create versus pages that represent topics for last-minute holiday shoppers.

2. Top 10

Similar in concept to a versus piece is a listing of the best products or services, such as the top 10.

These articles compare or list similar products or methods, and often identify the best overall, the best value, or best for some purpose.

A 2016 article from men’s fashion retailer Mr Porter, for example, listed “Ten Of The World’s Most Masculine Dogs.”

Image from the Mr Porter article showing a male and a dogImage from the Mr Porter article showing a male and a dog

Mr Porter has its top 10 list of dogs.

A direct-to-consumer kitchen supply brand could borrow an idea from Esquire magazine and publish “22 of the Best Gins to Drink in 2021.”

This article listed the top gins, described the research, and offered category winners. Ableforth’s Bathtub Gin, according to the Esquire editors, was best for a dry martini, while Monkey 47 Schwarzwald Dry Gin was the best gift.

The top 10 articles you publish in November could seek to address common holiday searches.

3. Customer Stories

There is never a bad time to feature customers in content. This is especially true for aspirational brands with consumers who purchase, in part, to be included in a group or associated with an idea, such as shoppers who choose products or brands for environmental, social, or corporate governance issues.

Customer stories can take multiple forms, including profile articles, podcast interviews, or short video documentaries.

The content of these stories should focus on the customer’s experience and its relationship to the products your business sells.

Photo of firefighters in a forest settingPhoto of firefighters in a forest setting

Customer stories help prospects connect to a brand.

A hiking boot brand could feature a customer who is a wildland firefighter. The western United States, for example, has been experiencing difficult fire seasons, putting stress on firefighters who often work consecutive 16-hour days.

This story could describe the customer’s experiences on the job and then associate his experiences with the hiking boots he wears.

4. D.B. Cooper Day: November 24

On November 24, 1971, an average-looking fellow calling himself Dan Cooper paid cash for a ticket on Northwest Orient Airlines flight 305 from Portland International Airport to Seattle.

Shortly after the plane took off at 2:50 p.m. Pacific Standard Time, Cooper ordered a bourbon and soda and passed a handwritten note to Florence Schaffner, a flight attendant seated nearby. The note said Cooper had a bomb.

Photo of two drawings of what D.B. Cooper may have looked likePhoto of two drawings of what D.B. Cooper may have looked like

These FBI drawings of D.B. Cooper have not necessarily helped solve the mystery.

Although he was calm, polite, and even considerate, Cooper clearly stated his intention. He would blow up everyone on board and destroy the plane unless he received $200,000 in cash, four parachutes, and a ride south toward Mexico City.

Without alerting the other passengers, the demands were passed to the pilots in the cockpit, then to the tower, and eventually to authorities and Northwest Orient’s president, Donald Nyrop. Nyrop approved the payment, and authorities gathered the four parachutes from a local skydiving school.

After circling the Seattle airport for a few hours and experiencing refueling trouble and complex flight instructions, the Boeing 727-100 headed south with a small crew, the booty, and Cooper.

At about 8:15 p.m., Cooper lept from the plane with a parachute and the cash, never to be seen again. The hijacking is the only officially unsolved case of air piracy in history, despite relatively recent claims that Cooper has been identified.

The mystery has had a considerable following over the past 49 years and has been the subject of numerous books, movies, and documentaries. The fictional Marvel character Loki recently claimed he was D.B. Cooper during an episode of the Disney+ series that bears the character’s name!

The D.B. Cooper mystery is intriguing. Recounting it could make sense for a D2C brand selling travel or skydiving gear.

5. National Leftovers Day: November 26

Photo of cooked TurkeyPhoto of cooked Turkey

Turkey left over from Thanksgiving can be used in many recipes.

In the United States, National Leftovers Day immediately follows Thanksgiving and focuses our attention on the turkey and trimmings remaining after the feast.

From the content marketing perspective, National Leftovers Day begs for recipes.

5 Content Marketing Ideas for October 2021

In October 2021, your content marketing could feature product-focused tutorials, storytelling, and annual observances, such as a little holiday called Halloween.

Content is an integral part of ecommerce marketing, impacting search engine optimization, social media, site traffic, sales funnels, and more. Unfortunately, coming up with ideas can be hard.

What follows are five content marketing ideas your business can try in October 2021.

1. Product-focused Tutorials

Tutorials are among the most potent forms of content marketing. They address customer needs and interests, offering a solution.

Tutorials that focus on the products your business sells should demonstrate how to use them and, thereby, prove their value.

For example, consider Superdrug Stores, one of the U.K.’s most prominent health and beauty retailers.

The chain recently published a short tutorial titled “How to: Glitter Festival Makeup.” The post included a 2-minute video hosted on YouTube and an instructional booklet-style list of glittering steps. The tutorial included four links to products.

Screenshot from the Superdrug makeup tutorialScreenshot from the Superdrug makeup tutorial

Superdrug’s brief glitter makeup tutorial is an example of the how-to concept.

The Superdrug post is not high literature. But it’s likely useful for someone looking for glitter makeup and could send traffic and sales Superdrug’s way.

Take this idea and make it your own. Think about how you could create tutorials for your products and then use the tutorials in articles and videos, perhaps for TikTok.

2. Tell Stories

Beyond product-focused tutorials, consider publishing stories about customers or a lifestyle or worldview your company shares with them.

Here are two examples from Patagonia.

First, Patagonia has started a film series titled “Run to.” The series features “runners finding activism through sport.”

Screenshot showing a male running in mountainous setting, titled Run to Salvar Una Cuenca.Screenshot showing a male running in mountainous setting, titled Run to Salvar Una Cuenca.

Patagonia tells stories about its customers and topics they are likely to care about, such as this “Run to” film series.

“Running is a powerful tool for activism. The act of traversing the planet’s most beautiful landscapes connects us to the places we run, reminds us of the importance of access, and impels us to stand up and fight when these places and communities are threatened,” the company wrote.

The first video in the series is “Run to Salvar Una Cuenca.” In its description, Patagonia notes, “Felipe Cancino runs 120 km through Chile’s Maipo River Valley to highlight the impacts that the Alto Maipo hydropower project is having on the local ecosystem and communities — and the water supply for Santiago’s 7.1 million residents.”

The 16-minute film is hosted on YouTube and in its first two weeks had more than 380,000 views.

Second, Patagonia publishes posts that mention individual customers. One recent example is “The Place to Go Downhill.” It tells the story of how a U.S. military veteran, Earl Cox, found relief from the symptoms of posttraumatic stress through mountain biking.

“Caught between the insidious symptoms of PTSD and heavy medications that dulled his senses, Earl stumbled upon mountain biking on a whim — and, in doing so, found a way to help heal a troubled mind and build a life beyond the war zones he left half a world away,” the article reads.

You don’t need Patagonia’s budget to tell interesting stories. For your first attempt, it can be enough to interview a customer about her priorities. Look for ways to connect the lifestyle with your brand.

3. International Day for Older Persons

October 1, 2021, is “International Day for Older Persons.” The United Nations created the observance in 1990 as a way to raise awareness.

First, older persons are valuable resources for our communities and our workplaces. Second, there is an increasing number of elderly folks worldwide.

Photo of a smiling older male holding a power toolPhoto of a smiling older male holding a power tool

Older persons are important to communities, especially as the world’s population ages. Photo: David Siglin.

“The composition of the world population has changed dramatically in recent decades. Between 1950 and 2010, life expectancy worldwide rose from 46 to 68 years. Globally, there were 703 million persons aged 65 or over in 2019. The region of Eastern and South-Eastern Asia was home to the largest number of older persons (261 million), followed by Europe and Northern America (over 200 million),” according to the United Nations.

“Over the next three decades, the number of older persons worldwide is projected to more than double, reaching more than 1.5 billion persons in 2050.”

Those older folks should not be marginalized.

“It takes a kind of guts to get this old and to stay healthy. You have to work at it,” said Helen Hamlin, a long-time representative for the International Federation on Ageing at the United Nations. Hamlin made the statement in 2015 when she was 92.

For your October 2021 content marketing, consider integrating the International Day for Older Persons in three possible ways:

  • Produce content about the day and the topic.
  • Feature older pioneers in your industry who are still active.
  • Feature elderly customers who are still active.

4. St. Luke’s Little Summer

“According to legend,” wrote Paul Simons for The Times in London. “St. Luke did not get the sort of attention other saints enjoyed, so he perked up his public image by blessing the country on his saint’s day with warm, fine weather before winter set in.”

Photo of artwork of St. Luke writing with a quill and inkPhoto of artwork of St. Luke writing with a quill and ink

According to The Times, St. Luke the evangelist used fair weather as a public relations ploy.

Thus, St. Luke’s Little Summer, which occurs on October 18 each year in the Northern Hemisphere, is that hint of warm weather. It is a goodbye to the summer so recently passed.

Use the idea — a goodbye or a retrospective — to spark article or video ideas for your company’s content marketing. You don’t need to mention St. Luke. Rather you can apply the concept of a last warm day before a seasonal change.

Here are a few hypothetical examples:

  • Power tool retailer: “5 Lessons of Contractors from 2021’s Drop in Home Inventory,”
  • Gen Z apparel brand: “21 Ways TikTok Influencers Ruled Fashion in 2021,”
  • Kitchen supply store: “How a Second Covid Summer Impacted Grocery Prices and Food Choices.”

You can also talk about St. Luke’s Little Summer. For example, Faith Magazine published a recipe, “St. Luke’s Little Summer Salad.”

5. Anything Halloween

Photo of two pumpkins carved with faces for HalloweenPhoto of two pumpkins carved with faces for Halloween

Without question, Halloween is the most important commercial holiday in October. Photo: Bekir Dönmez.

Halloween is far and away the most important commercial holiday in October. It starts the holiday selling season and is a season on its own.

Just about any Halloween theme would work. I’ve published these ideas since 2014:

  • Halloween do-it-yourself projects,
  • Halloween listicles,
  • Entertaining Halloween articles, videos,
  • ​​​​Educational Halloween articles, videos,
  • Halloween costume ideas.

5 Content Marketing Ideas for September 2021

In September 2021, content marketers can offer courses, suggest gifts, celebrate holidays such as Grandparents’ Day and the Mid-Autumn Festival, or provide how-to help.

Content marketing is the act of creating, publishing, and promoting content to attract, engage, and retain an audience of customers. Content marketing can drive search engine optimization. It can support social media campaigns, and it can facilitate email lifecycle marketing.

What follows are five content marketing ideas that you can use for your business.

1. Offer Lessons

Content marketing can teach a skill related to a product or a customer’s lifestyle.

For example, Fender Musical Instruments Corporation, an iconic brand, sells electric and acoustic guitars through most retail channels, including direct-to-consumer.

Fender also teaches novice guitarists how to play via its aptly named “Fender Play” service. This approach almost certainly improves customer retention as advanced guitarists tend to collect instruments.

Screenshot of Fender Play web pageScreenshot of Fender Play web page

Fender Play provides video-based guitar lessons. More committed guitar players should represent relatively more repeat customers.

For your company’s September 2021 content marketing, identify one or two skills to teach relative to the products you sell and the lifestyle they encourage.

Here are two examples.

A health and beauty retailer that sells skincare products based on India’s Ayurveda alternative-medicine lifestyle could offer instructional, introductory yoga videos since the two are related.

A B2B power tool shop that sells to contractors might offer online classes describing the basics of holding safety meetings to lower the cost of workers’ compensation insurance.

2. Offer Suggestions

Consumers appreciate gift ideas and suggestions in the Christmas season. Image: USA Today.

For many direct-to-consumer brands and retailers, the fourth calendar quarter is a peak sales season.

Consumers’ quests to find the perfect gift (or at least a passable one) will almost certainly include visiting a search engine and asking something like, “gift ideas for a female coworker” or “best gift for an 11-year-old boy.”

September is a good time to produce gift guides, articles, podcasts, or videos suggesting products for the upcoming Christmas season. The content can help with SEO, social media posts, and email marketing campaigns.

Draw inspiration from other sellers or even publishers. For example, here are five gift suggestion articles that show up for the aforementioned search query, “gift ideas for a female coworker.”

3. Grandparents’ Day: Sept. 12

Photo of a grandfather laughing with his grandsonPhoto of a grandfather laughing with his grandson

Grandparents’ Day focuses on the contributions grandparents and seniors make in our lives. Photo: Monkey Business.

September 12, 2021, is Grandparents’ Day in the U.S. It’s meant to recognize the contribution senior citizens and grandparents make to our communities. The holiday has existed since 1978, although the particular date has changed.

Content created to honor Grandparents’ Day can appear in email newsletters, social media posts, and blogs. It could take one of three angles: profiles or interviews, historical articles, or how-to posts.

For example, online jewelry shop Audry Rose could produce a profile of the founder’s grandmother. The company already has a brief mention of “Nana” on its about us page.

“The name, Audry Rose, pays homage to my grandmother, a beautiful woman with impeccable style who was generations before her time. Our company is infused with her spirit.

“Some of my most cherished memories with Nana (as I called her) are sitting on her bed listening to the stories behind the jewelry in her collection,” write Audry Rose founder Jaclyn Elbaum.

Screenshot of the web page on Audry Rose discussing the founder's grandmotherScreenshot of the web page on Audry Rose discussing the founder's grandmother

Audry Rose mentions the founder’s grandmother on its site.

Similarly, many marketers could interview or profile grandparents who impacted a business or industry.

Consider, also, publishing articles about the holiday’s history or how to observe. Here are a few examples.

4. Mid-Autumn Festival: Sept. 21

Multiple Asian regions celebrate a Mid-Autumn (or Moon) Festival.

Although the holiday has its origins in moon worship and a handful of Chinese myths, it serves as an opportunity for families to gather, be thankful for their blessings, and pray for one another. For these reasons, the holiday is sometimes called “Chinese Thanksgiving” in the West.

Photo of mooncakes, which resemble cupcakesPhoto of mooncakes, which resemble cupcakes

Mooncakes are a favorite treat during the Mid-Autumn Festival. Photo: Huong Ho.

Content created for the Mid-Autumn Festival might be similar to Grandparents’ Day. A business could discuss the holiday, provide how-to tips, or produce related profiles or interviews.

Discussing the holiday could take a form similar to ThoughtCo’s article “All About the Chinese Moon Festival,” which provides a brief overview, or China Highlights’ post “Chinese Mid-Autumn Festival.”

The holiday is known for its mooncakes. This allows kitchen supply and grocery shops to publish mooncake recipes. And Asian-owned businesses might profile or interview family members or industry leaders about how they celebrate the festival.

5. Cross-border How-to

The final content marketing idea for September 2021 combines two things about content and business.

First, we know that how-to content makes for some of the best marketing. Second, an increasing number of direct-to-consumer brands and online retailers are selling internationally. So why not create how-to content that attracts, engages, and retains these international shoppers?

For example, September 1, 2021, is the first day of spring in Australia. In contrast, September 22, 2021, is the beginning of autumn in the United States. Seasonal articles are an effective way to engage an audience, but remember that seasons could differ among customers if you sell internationally.

Photo of a boy in a garden pouring water on plantsPhoto of a boy in a garden pouring water on plants

Seasonal articles are engaging to a global audience depending on where the reader lives. Photo: Flip Urban.

Say we have a garden-tool store in Australia, but we also sell into the U.S. September is springtime in Sydney, Melbourne, and Brisbane and suitable for content around getting gardens started. Conversely, a September post describing how to prepare a garden for the coming winter would apply to North American customers.

4 Favorite Blogs from Ecommerce Companies

Publishing a blog on an ecommerce site builds community, creates trust, and gives consumers a reason to return. Sales would likely follow.

But online merchants with long-term, quality blogs are rare. What follows are four of my favorites.

Mr Porter

Mr Porter is an online retailer of men’s fashion items, founded in 2011. The company sells roughly 300 designer brands. A companion site, Net-A-Porter, sells female fashion goods.

In 2014 Mr Porter launched “The Journal,” a weekly web magazine with a six-times-per-year print edition. In March 2020, the web version began posting daily, presumably due to its global popularity — The Journal claims 2.5 million monthly visitors.

Home page of The JournalHome page of The Journal

Mr Porter’s “The Journal” launched in 2014. It now claims 2.5 million monthly visitors worldwide.

The Journal’s posts are short and easy to absorb. The categories — Latest, Fashion, Grooming, Watches, Travel, Lifestyle — cover mostly fashion and accessories with additional topics to keep readers’ interest. All are related to Mr Porter’s products. For example, the products in the post “Every Polo Shirt You’ll Need This Summer” are on Mr Porter’s digital shelves. The items are linked in the body content.

Goop

Actress Gwyneth Paltrow founded Goop in 2008 as a weekly email newsletter providing health and wellness advice. She soon added a website followed by ecommerce. Article content remains Goop’s focus. The company now hosts a wellness summit, a celebrity cruise, a podcast, and a Netflix series.

Goop’s articles are accessible from the home page. Categories are Beauty, Food & Home, Style, Travel, and Wellness. Good PhD, a sixth category, is produced by the company’s science and research team to “compile the most significant studies and information on an array of health topics, conditions, and diseases.”

Home page of Goop.Home page of Goop.

Goop’s articles are accessible from the home page. Categories are Beauty, Food & Home, Style, Travel, Wellness, and Good PhD.

Similar to The Journal from Mr Porter, Goop’s articles link to its products. For example, “6 Reasons to Make the Shift to Mineral Sunscreen” links to six products.

Goop’s newsletter summarizes the best blog posts as well as items for purchase.

Dermstore

Dermstore was founded in 1999 by a California-based dermatologist. It’s now a popular ecommerce site for skin care products, with over 350 brands. “The Dermstore Blog” addresses mostly skin care topics from experts. Categories are Skin Care, Anti-aging, Top Product Picks, Doctors Office, Hair Care Tips, and Dermatologist Reviewed. Dermstore’s content team consists of in-house and freelance writers, often including physicians and licensed aestheticians.

Home page of The Dermstore BlogHome page of The Dermstore Blog

“The Dermstore Blog” addresses skin care topics from experts. Categories are Skin Care, Anti-aging, Top Product Picks, Doctors Office, Hair Care Tips, and Dermatologist Reviewed.

Posts on The Dermstore Blog include “Buy Now” buttons and other links to the company’s products.

If your company can’t afford expert contributors, invite them to leave their opinion on a topic and then include it in a post as a quote. I once wrote for Dermstore and landed free expert interviews and quotes through the website Help a Reporter.

Motherly

Motherly started in 2015 as a blog focused on motherhood. The company has since added two podcasts, “The Motherly Podcast” and “Becoming Mama: A Pregnancy and Birth Podcast.” Motherly says its combined audience reaches 30 million users. The company raised $5.4 million in Series A funding in 2020 and then launched a store.

Motherly remains content-centric via in-house writers and submissions from mothers and practitioners such as pediatricians, nurses, and midwives. Categories are Pregnancy, Parenting, and Life. Posts include links to (paid) classes and store products, such as cribs, jogging strollers, and car seats.

Home page of MotherlyHome page of Motherly

Motherly started in 2015 as a blog focused on motherhood. In 2020 it launched a store. The site remains content-centric — categories are Pregnancy, Parenting, and Life.

CEO Jill Koziol said that Motherly’s brand is “woman-centered — not baby-centered — and expert-driven.” It then used that brand to sell products.

Building Trust

Trust is essential for building a sustainable brand. Content, done well, is an excellent way to build trust with customers and prospects. Each company above features expert authors on important topics multiple times per week. Consumers will enjoy reading the posts even if they don’t purchase a product.

But there’s nothing wrong with including product mentions, as the companies have demonstrated. The trick is to give away worthwhile information and include product mentions that support the topic.

5 Content Marketing Ideas for August 2021

In August 2021, ecommerce and omnichannel retailers have many topics to choose from for content marketing, including back-to-school shopping guides, informative ebooks, MTV’s 40th birthday, presidential jokes, and items with an international flavor.

Content market is the process of creating content, publishing it, and promoting it to attract, engage, and retain an audience of customers. Content marketing can help with search engine optimization and pay-per-click ads.

Sometimes, however, it can be challenging to know what topics to address. What follows are five content marketing ideas you can use for your business in August 2021.

1. Back-to-school Shopping Guides

In June 2021, the National Retail Federation surveyed back-to-school and off-to-college shoppers about the forthcoming academic year. More than two-thirds (64%) believed that school would be primarily in-person this fall. What’s more, about 26% of surveyed shoppers had already started to look online as they plan purchases.

Screenshot of NRF survey results.Screenshot of NRF survey results.

An NRF survey found that most back-to-school shoppers expect in-person classes this fall.

These results may indicate a robust back-to-school retail season.

While your online shop will almost certainly want to deploy ads and email, don’t leave out content. For August 2021, create back-to-school shopping guides for every age group — elementary school through college, as well as parents.

The guides should be specific to the industry your online store serves. For example, a store that sells household cleaning supplies could publish the “Definitive Guide to Back-to-school Stains and How to Remove Them.”

This guide would feature cleaning supplies and, perhaps, cleaning supply bundles or kits aimed at common back-to-school stains. One section of the guide could address how to remove grass stains from a soccer or football uniform. Another article might focus on removing mud from carpets.

2. The 10-times Ebook

Let August 2021 be the month you do something extraordinary with your content marketing. Create an ebook related to the products your business sells that are 10-times better than anything else available.

And then use that ebook to generate site traffic, leads, and sales. This approach is tried and true. Consider BigCommerce, for example. The company creates excellent ebooks and guides. It uses these for lead capture, but a B2C seller could easily use the concept to build an email list.

Screenshot of a BigCommerce's guide page.Screenshot of a BigCommerce's guide page.

B2B SaaS companies such as BigCommerce have been using ebooks to encourage traffic, capture leads, and make sales for years.

Next, BigCommerce creates lots of blog posts around the topic of the guide. The posts often draw content from the ebook.

Screenshot of BigCommerce's DTC opportunity web pageScreenshot of BigCommerce's DTC opportunity web page

The ebook you create can also be repurposed into several articles, such as this direct-to-consumer example from BigCommerce.

Take this idea and apply it to your products. For example, an online store selling house plants could create a 30-page ebook titled “The Ultimate Guide to Growing Plants in an Apartment.”

3. August 1: MTV Turns 40

Music Television — MTV — was revolutionary when it launched on August 1, 1981. Anyone old enough to remember early MTV probably remembers watching hours of music videos played back-to-back with little interruption. The channel changed how a generation related to music. This explains the first video played on MTV: The Buggles’ “Video Killed The Radio Star.”

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For your company’s August 2021 content marketing, use MTV’s 40th as a springboard to focus on 1980’s nostalgia as it might relate to your store’s products. You could do this in a few ways.

If your business is music-related, treat the anniversary as history or analyze how MTV impacted the industry. If your products are not music-specific, use MTV as a landmark and compare its launch to your company or the popularity of your products.

Here is an example. Say that you have a direct-to-consumer brand selling beard oils and beard grooming supplies. You could publish an article with a headline of “Did MTV Give Rise to the Modern Beardsman?”

Screenshot from MTV of a performer with a beardScreenshot from MTV of a performer with a beard

In the example, a store selling beard grooming products could create a humorous article about how MTV may have encouraged beard growth.

This article could analyze the first 100 music videos played on MTV in 1981, counting the number of men shown in the videos and calculating the percentage with facial hair. This percentage, which is near zero, would be compared to the percentage now appearing on MTV. The article could be funny.

If there is a way to connect MTV’s 40th anniversary to beard grooming products, there is likely also a way to connect your products to the milestone, too.

4. August 11: Presidential Joke Day

If your company’s brand is casual, consider creating content for Presidential Joke Day on August 11, 2021.

Photo of Joe Biden and Barack Obama laughing.Photo of Joe Biden and Barack Obama laughing.

President Ronald Reagan started presidential joke day, but any president can get in on the laughs. Shown here are presidents Joe Biden and Barack Obama.

As an example, you might produce a video. Ask 10 of your company’s employees to tell a favorite presidential joke and release the combined video on social media or promote it with email.

If you need some inspiration, read Andy Simmons’s article from Reader’s Digest, “17 Sick Presidential Burns to Steal on ‘National Presidential Joke Day,’” or Julia Davis’ Mental Floss article, “9 Presidential Jokes for Presidential Joke Day.”

You will find jokes about presidents and from presidents. Here is a one-liner from President Eisenhower: “An atheist is a guy who watches a Notre Dame-Southern Methodist football game and doesn’t care who wins.”

Finally, as you contemplate National Joke Day, take a moment to remember its origin. During a microphone check before giving a speech on August 11, 1984, President Ronald Reagan said, “My fellow Americans. I’m pleased to tell you today that I’ve signed legislation that will outlaw Russia forever. We begin bombing in five minutes.”

The “joke” was not broadcast live, but a recording was later leaked.

5. International Content

Ecommerce has made retail international. And content knows few borders, too. So a blog post hosted on an ecommerce site in China, Germany, or the United States can reach customers worldwide.

In August 2021, aim at least some of your company’s content at an international audience. This doesn’t necessarily mean that you need to make significant changes; rather, think of ways to include readers or viewers from outside of your region.

For example, look at men’s apparel retailer Mr. Porter. A recent post, “The Best-Dressed Men Of June 2021,” featured males photographed at events around the world.

Image from Mr. Porter showing well-dressed men worldwideImage from Mr. Porter showing well-dressed men worldwide

Mr. Porter’s article has an international feel.

5 Content Marketing Ideas for July 2021

Content marketing is an excellent way to build a so-called first-party audience that will benefit your business regardless of its marketing and advertising. A challenge for many companies, however, is knowing what to write about.

In July 2021, your content marketing could focus on teaching a skill, showing off products via a live stream, celebrating UFOs, enjoying grandmothers, or reviewing an upcoming summer blockbuster.

Regardless, remember that the purpose of content marketing is to attract, engage, and retain customers. What’s more, the traffic you build, in a sense, belongs to your company. You don’t have to worry about what is happening to tracking cookies or how Apple is changing its policies. You’ll have a first-party audience.

1. Teach a Skill

Content marketing may be most effective when teaching your audience a skill related to the products your business sells — the intersection of being useful and demonstrating the utility of your products. The skill being taught does not have to be complex, just helpful.

Here are several examples of teaching a skill. Use them as inspiration for your own teaching content.

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2. Live Stream

Have you ever watched an online shopping network? What about a product live stream?

It turns out that lots of folks have. According to Statista, roughly 16.5 million consumers purchased a product from television shopping service QVC in 2020. We can only imagine how many folks are watching and buying from live streams on ecommerce sites, social media sites, and marketplaces.

For your July 2021 content marketing, consider committing to a weekly live stream. Aim to make the stream engaging and entertaining while also describing your products.

Screenshot of an Amazon Live event.Screenshot of an Amazon Live event.

Amazon Live allows businesses to address a large audience of potential buyers. It is also an example of how to promote your product via live streams.

You might need to support your live streams with advertising. For example, publishing a live stream on Amazon Live typically requires $35,000 in advertising.

3. World UFO Day

On July 2, 1947, military officials recovered the wreckage of a weather balloon near Roswell, New Mexico. But at least some believe the so-called “balloon” was actually an alien spacecraft, an unidentified flying object (UFO) hidden from the public as government scientists analyzed its technology and examined its alien pilots.

The front page of the Roswell Daily Herald a few days after the crash was discovered.The front page of the Roswell Daily Herald a few days after the crash was discovered.

The front page of the Roswell Daily Herald a few days after the crash was discovered.

UFOs continued to make appearances, and many sightings were documented after the Roswell crash. Even former president Jimmy Carter claimed to have seen a UFO in Leary, Georgia, in 1969.

In America, the Roswell UFO incident (and those that followed) sparked an interest in aliens that contributed to television shows and films such as Star Trek, Star Wars, and ET.

Now, science fiction fans and true believers celebrate World UFO Day each July 2. These celebrations vary from simply watching science fiction films and talking about the possibility of alien life to attending elaborate costume parties dressed as imaginary aliens.

Commerce companies ranging from online or omnichannel retailers to B2B companies can create content around UFOs to attract and engage their audiences. Here are a few example ideas.

  • Science, technology, engineering, and math (STEM) toy and project stores — e.g., KiwiCo, Fat Brain Toys, Lego — could publish a kid-friendly list such as “10 Most Astonishing UFO Sightings of All Time” along with several alien-related science toys and games.
  • An electronics shop might release an article or video describing how “alien” technology influences modern gadgets. There are, for example, dozens of examples of science fiction influencing the design of actual products. Just compare the Star Trek communicators from 1969 with early mobile phones.
  • Fashion businesses selling polos, t-shirts, and jeans could publish a tongue-in-cheek article about how high fashion is under the influence of aliens. Using as inspiration HuffPost’s 2018 article, “16 of the Most Outrageous Looks from New York Fashion Week,” the company could even provide photographic evidence.
Photo of a model in apparent alien-type clothingPhoto of a model in apparent alien-type clothing

Just look at this picture and tell someone that aliens are not impacting high fashion here on earth. Image: HuffPost.

4. Review a Movie

Hopefully the pandemic is subsiding in your area. It may be safe and socially acceptable to return to movie theaters.

If you choose to include movie reviews in your content mix, make sure there is a connection to the products you sell. For example, car dealers can review movies about racing or similar. Toy stores can review children’s movies. And stores that sell pop-culture items can review just about any film.

Here are some of the movies coming out in July 2021 that you could review.

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5. Gorgeous Grandma Day

Don’t miss the opportunity to create content for Gorgeous Grandma Day on July 23, 2021. Use the occasion to celebrate how beautiful grandmothers are inside and out.

For your business, there are perhaps a few ways to create content for Gorgeous Grandma Day, including:

  • Have employees publish posts about their grandmothers.
  • Post checklists with items such as helping grandma or taking her picture.
  • Inform your audience about the event, asking, “Did you know about Gorgeous Grandma Day?”
  • Host a contest wherein customers post stories about their grandmothers.
Photo of a grandmother with a little girl.Photo of a grandmother with a little girl.

We all love a gorgeous grandma. Photo: Ekaterina Shakharova.