Mabo’s Marketing Scoop: The Gift of Great Content Strategy This Season

Creating a content strategy can be a love-hate task for marketers. You know it needs doing, you know it’ll pay off, but it’s not always your favourite job on the list.

That said, this festive season, content really is make or break. With Christmas sparkle and New Year budgets just around the corner, now’s the time to strengthen your approach and make sure what you’re putting out is both strategic and seasonal.

Done well, content helps you cut through the noise, show up where it matters, and connect with people on a level that sticks. Whether it’s social, search or SEO, smart content will carry your performance into Q1.

Here are the key pillars worth focusing on.

1. Define what you're really selling

What genuinely makes you stand out? At a time when audiences are bombarded with offers, clarity matters. Turn your value into something that’s instantly recognisable, ideally:

• Making your campaigns Emotion-led will be a massive this season (small indulgences, nostalgia, togetherness)
  
  
• Audiences want clear and simple, they already have decision fatigue, make their choices easier
  
  
• Tailor your messaging to the moment (giftable, seasonal, useful in January)
  
  

Deloitte did a survey which revealed 57% of consumers expecting the economy to worsen over the next six months, many are gravitating toward small luxuries that make the season feel special without overspending. Things like artisan chocolates, cosy décor, festive coffees, they’re all affordable treats that offer comfort.

2. Understand your audience and their motivators

Historically, social has been seen as a top-of-funnel channel, but behaviour is shifting. People discover, research, and purchase directly within digital platforms during the festive build-up.

• Meta’s holiday insights report showed 57% of people use Meta technologies for festive research
  
  
• The same report also revealed 58% say what they see on Meta influences what they buy
  
  
• And 62% of Pinterest users are more likely to buy items they’ve saved 

This aligns with what we’re seeing in the market right now, people aren’t just looking for objects, they’re looking for meaning and emotional connection.

Key trends influencing festive decision-making

This Christmas, people are buying moments, feelings and reasons to treat themselves. Based on the latest research, here’s what’s driving decisions:

• Nostalgia is big.
  62% of consumers say they’re drawn to retro or nostalgic products. Things that are comforting, familiar, and a little throwback. It taps into humour and heart at a time when people want connection.
  
  
• Experience-based gifting is growing.
  44% say they’re planning to buy experiences like theatre tickets, meals out or trips instead of physical gifts. Shared memories are being prioritised over “more stuff”.
  
  
• Self-gifting is on the rise.
  Almost 1 in 3 (29%) people spend more on themselves than others at Christmas, rising to 50% for Millennials.
  
  
• Affordable indulgence is the sweet spot.
  With 57% expecting the economy to worsen, people are leaning into life’s small luxuries. Highlighting your product as an affordable way to make the season feel that bit more special often lands best.

3. Bring your story to life visually

The more engaging your content is, the more the algorithm pushes it. It really is that simple.

Video (especially on platforms like YouTube) is shaping up to be one of the biggest opportunities this season. According to Think with Google, shoppers are increasingly turning to video to learn about products, compare options, and decide what to buy, which makes video a powerful engine for discovery and conversion. 

So, if you’re putting out a festive email or launching a new product line:

• Think about how that message could also be translated into video, whether it be a quick product demo, a behind-the-scenes clip, or a short festive message to tap into mood and emotion.
  
  
• Reflect the same creative tone across organic social, PPC, and meta descriptions, so your story feels coherent no matter where someone encounters it.
  
  
• And remember, while reach matters, building trust and familiarity will pay off long-term. Quality over quantity, always. Consistent, well-crafted visuals across channels give you more opportunities to convert.

Trendy formats, reactive ideas and entertaining approaches can give your content real reach. But long-term value comes from consistency, building brand memory and trust over time. Video isn’t just for awareness any more, it plays a real role across the purchase journey, helping shoppers go from “just browsing” to “ready to buy.”

4. Nail your hook

Your opening line matters.

Instead of saying : “Introducing our new festive range...”

Try: “For when you promised just one gift to yourself (and now you’ve seen three you want).”

Use humour, relatability or a small surprise. Then deliver the value behind it.

5. Match content to the funnel

Think about where your audience is in their journey and make sure your content matches their mindset:

• Discover – Use trend-led content, social-first formats and early seasonal inspiration to get noticed.
  
  
• Consider – Support decision-making with helpful content like guides, blogs, FAQs or interactive tools.
  
  
• Convert – Drive action through paid ads, strong landing pages and messaging that creates urgency.
  
  
• Retain – Keep the relationship going with email nurture sequences, January preparation and loyalty-focused communications.
  
  

Whether you’re working on organic, paid, or both – remember: social discovery often kicks off festive journeys. Search and SEO help people commit.

To wrap it all up

Give content the attention it deserves!

SproutSocial’s 2025 Impact Of Social Media Marketing Report showed that even though most marketing leaders believe social media drives awareness, acquisition and revenue, many say their teams can’t yet prove it. That puts pressure on marketers to communicate outcomes better.

Don’t overcomplicate it. Focus on what your customers want, tell the story well, and be ready to adapt quickly.

Want help wrapping up your content strategy before 2026 kicks off? We’re already working with brands across PPC, SEO and Social to plan their festive campaigns and January rebound. If you’d like support, just give us a shout.