How Content Marketers Should Celebrate Valentine’s Day (Psst, Fallacy is Afoot)

Jen Saunders

Valentine’s Day is upon us. This is the time where we run out to buy sentiments of love written by some 40 year-old virgin at Hallmark to pass off as our own to the one we love. It is when we get kissy-face, do the wine and roses thing, and celebrate cupids and candies in a commercialized festival of mushiness.

Though the precise origin of the holiday is widely debated, one of the most widely accepted starting points comes from ancient Rome. But instead of buying a woman a puppy and hitting on her, men sacrificed dogs and hit women. That’s right love birds; Valentine’s Day was a far cry from how we know it today, From February 13 to the 15th Romans indulged in the feast of Lupercalia where dog and goat sacrifices were made to expel evil spirits and increase health and fertility. Then women were lined up and beaten with the freshly slain animal hides. Then the Romans got drunk, naked, and put the women’s names in a jar where each man would draw one and, well, spend the remainder of the festival with her as he chose.

So how did it go from being a violent patriarchal stronghold on women’s rights to a day of teddy bear hearts and chocolates that most women look forward to? Chaucer romanticized the day in his works resulting in handmade paper cards expressing tokens of love in the Middle Ages. Then Shakespeare romanticized it in his works perpetuating its commercialization in Britain and the rest of Europe.

In a nutshell, Valentine’s Day started out as a sordid display of human depravity, was transformed with content that spoke to the people of its time, and transformed into a time honored tradition for showering your loved ones with tokens of love as opposed to slaps and forced relations.

digital marketing agencies

Let Your Content Speak to Today’s Buyers, not the Romans

The last thing you want to do as a digital marketer is to continue operations in an antiquated framework. If you are open to revamping your overall strategy, and you are single, consider doing this on Valentine’s Day; show yourself and your clients a little love by presenting a strategy outline that sheds the old routine for new modes of expression. Here’s how:

Stop writing content designed to rank high search volume keywords. Instead determine who your buyer audience is. Segment them according to a buyer persona–fictional representations of your real customers. Then create content that identifies their unique pains and use creative and educational content to show them how your products and services offer the best solutions. You aren’t writing to the tune of the archaic strategy to entice Google bots aka Caligula; create content in line with semantic search considerations that speak to your buyer’s true intentions. 

content marketing agency

Silly Romans, Pillars are for Modern Content Marketers

When most think of pillars we tend to envision the Doric, Ionic and Corinthian supports that held up structures in ancient Rome–the very ones that stood anew when Valentine’s Day was ripe with woman-smacking and butchery. But today while couples from all over the world toast each other’s affections, show some love to your marketing strategy with some content grounded to a pillar page.

Here enters the content cluster; a set number of blogs that each focuses on a keyword grouping within a unique topic and context. Then each blog links to a primary web page, or pillar page. The benefits from dumping your tired old blog strategy for this one include:

  • Satisfying customers with topic specific content that touches on individual pains
  • Structured content – SEO value
  • Semantic value – great for SEO
  • Buyer stage focus opportunities – ideal for inbound campaigns
  • Organic SEO value through pillar page empowerment

content strategists

Show Your Content Some Love Today

Today’s top digital marketing agencies use content clusters to both rank content and convert readers into buyers. This method shows Google love by offering structured content in a tidy, neat package while wooing buyers with text that speaks to their hearts. Experiment with this system, track rankings and conversions, and by next quarter the fruits of your Valentine’s Day strategy will show their value.

Did this Article Inspire Any Ideas?

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Jen Saunders is the Director of SEO for WEBITMD bringing more than 15 years of search marketing experience. She spent 13 years in Europe earning her PhD while looking at lots of old neat stuff. Jen enjoys simple things, like trees, sunrises, and the delicate lull of a 16th century harpsichord. Jen enjoys meditating and studies Buddhism. She is a certified master scuba diver, dolls make her nervous, and she enjoys craft beer. Jen has two cats, Chairman Thaddeus Whiskers and Lord Joffrey Gaius Pitty-Paws. They are her heirs.