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Services Work About Insight

Mulberry’s twelve (content) lessons of Christmas

Michael White
Blog

One: It’s a huge celebration that lights up the darkness of winter…

It’s great to celebrate your new products, branding, services and strategy with the world but – as with all celebrations - if you overdo the self-indulgent bonhomie there is a negative hangover from exposing your potential customers to too much of a good thing. 

Two: It’s a time when we all pay for novelty – shot glass roulette casino-style drinking game anyone? The (ahem) true spirit of Christmas for some…

There is nothing wrong with breaking your content conventions once in a while but make sure when you do it is well-planned, in context and doesn’t leave you with 364 Boxing Days to regret your enthusiasm. 

Three: Christmas is a time for recognising the blessings you have…

Recognise the core benefits your organisation delivers but aim to seek out new angles for your regular, routine copy. To those ends we’ve been brainstorming a Christmas Brand Book and just sent Santa’s Present Content Strategy off to the cloud above the North Pole. Remember, a sweeping content change is not just for Christmas.  

Four: Where’s Christmas without a very bad pun in the crackers?

Reminds us of the stress of maintaining a strict regulatory balancing act, while researching the awkward legalese for one client’s Elves and Safety Policy. The tiding of goodwill for our clients here is that we use Christmas as a repository for all of these bad puns so that our work is left unaffected throughout the rest of the year.

Five: The true message is the Christmas story…

Religious references anywhere in B2B content tend to be inappropriate per se. And non PC. So we stick to being evangelistic about our client’s messaging. However, the power of a good story goes on and on.

Six: It’s actually Xmas to many…

A backlink to number five. Nothing is really this black and white. It also shows the awkwardness of arbitrary editing; as the neutral expression of Xmas is neither one thing nor the other, yet still manages to offend. Be sure that your message is considered, unequivocal and responsive in the right way.

Seven: Christmas comes but once a year…

Proves the undoubted strength, staying power and value of a top brand – although Christmas is undoubtedly the guvnor. Despite this status it still has to deliver what the customer wants so there is always work to do in building on existing strengths.  And although Christmas comes but once a year, please remember that’s not applicable to our fees.

Eight: Yuletide and Figgy pudding?!!

Time to consider whether your language and tone is right for your brand. And if it’s any consolation for all the rigorous hard work involved in the process, at least it gives us the opportunity to dust off the word ‘arcane’. Which as an annual treat is surely up there with drinking a pre-lunch glass of Advocaat?

Nine: All the traditional elements of Christmas…

These teach us the merits of a proper integrated strategy; as here we are finishing off all outstanding (in both senses of the word) content work for our clients, while still finding time to overindulge. Multilayered narratives combine with multitasking. Cheers!

Ten: Christmas is a time for sharing goodwill to everyone and celebrating that fuzzy warm feeling inside (casino-style drinking games not withstanding)…  

The fundamental requirement of the best content marketing is connecting emotionally with real people regardless of context or sector.

Eleven: Switching on the Christmas lights; decorating the tree, putting on the Christmas jumper…

Reminds us all that content should go beyond the surface and mere linguistic decoration to address the real pain points. Appearance and convention are important; mind you, have you ever tried getting !?!*!? glitter off of your perfectly appropriate dark office suit?! Well into the New Year in 2017 and I was still picking it off…

Twelve: For the old social media channels – Christmas cards for people you only write to annually, letters to Santa and thank you for the present messages…

Please read: themed editorial, case studies, by-line articles, email marketing and a plethora of new social media channels. The ability to advocate a strong consistent case to all audience levels across all mediums is a necessity.  

Although all of these are valuable lessons, the most important content wish is conveyed below:

Merry Christmas and a healthy, happy and prosperous New Year to all our clients, their staff and families, from everyone at Mulberry!