How to increase conversions with seasonal content marketing

We typically see an uplift in online dating traffic over Bank Holiday weekends. With May Bank Holiday just around the corner, now is the time to prepare great blog content that will engage your audience and generate conversions.

What makes a great blog I hear you ask? Read on to find out…

Compelling content: A good starting point is to consider the most popular queries that members have about dating, or your brand specifically. Think about issues that are relevant to your target audience. When you have a few ideas and some original content in the bank, it’s time to start blogging. Be sure to monitor the size of your pages as online consumers tend to skim-read text; aim for between 150 to 400 words.

Attention grabbing headlines: Your headline is the first thing people will see; it’s likely to accompany your links across social media sites too. Therefore, it’s important to create a keyword rich, attention grabbing, headline that clearly indicates what the article is about.

Well written & formatted text: It goes without saying that the body of your article should be well written and formatted to be visually captivating. This allows readers to easily extract key information and, more importantly, stay engaged with your content. Sub-headings and bullet points are a good way to break up blocks of text to make your content easier to digest.

Links: Increase the ‘stickiness factor’ of your blog by including in-text links. Seamlessly hyperlink words or phrases throughout your content, linking to interesting places in your blog/site. For example; a blog post on ‘First date ideas for the Bank Holiday’ could link to a blog post on ‘What to wear on a first date’. By employing this technique, the passive reader isn’t interrupted but the curious reader can explore, making the site sticky and boosting SEO.

Important: Make your anchor text (the visible, clickable text) count by avoiding phrases such as ‘click here’ or ‘read more’. Instead, offer the reader a more relevant description of where they are heading. Search engines track clicks from your pages to see if they take the user to a relevant page. For this reason, the better your anchor text, the better your site will rank.

Images/Videos: It’s really important that your blog is visually stimulating. Whether it’s sourcing relevant stock imagery, posting a ‘featured member of the month’ or creating infographics, relevant imagery and videos can make your blog more fun and memorable.

Call-to-action: Every blog that you post should be signed off with a call-to-action, in order to boost traffic to your site and increase conversions. Whilst your content should be anything but ‘hard selling’, finishing off with a call-to-action can tie the article, your business and its value to the member together. For example, you could end a blog post on ‘First Date Ideas for the Bank Holiday’ with ‘why not log into your account now to find yourself a date’. These links should point directly to the sign-up form or login area.

If you’re looking for some more ideas for great Bank Holiday blog content, get in touch with your Partner Manager today to discuss using seasonal content marketing to increase your conversions.

Amy Loudon, Content & Copywriting Coordinator @

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