1. 1. Relaxing the rules can pay dividends

Historically, the Lent restrictions on eating and drinking alcohol were lifted for the feast day of St Patrick. So as a small business owner, March is a time to relax the rules, think outside the box, even take risks.

March content marketing tip:

Ask yourself, in what new direction do you want to take your content marketing that you haven’t felt able to before? With St Patrick in your corner, now’s the time to do it.

Content marketing is all about informing, engaging, or entertaining your audience — albeit in a relevant and strategic way. Take a look at your content strategy. Are your efforts currently achieving your goals? If not, take a punt on a different approach. It could pay dividends.

  1. Collaboration can produce big outcomes

Saint Patrick’s Day is celebrated in more countries than any other national festival. It’s even been celebrated on the International Space Station! It’s a time to set aside differences and come together in shared celebration. So maybe there’s a business collaboration or partnership that’s worth exploring to help you achieve a specific goal.

March content marketing tip:

Marketing is no longer just about the big celebrities. It’s becoming increasingly dominated by influencers. Their followers are no less committed; in fact, they can be more so, as smaller influencers, on YouTube or Instagram for example, are generally speaking more willing to connect with their fans.

What strategic partnerships and/or influencers have the potential to increase your sales or help you to reach a new market? Put the feelers out there.

As long as you also have something to offer them or their audience — maybe it’s product, a special offer, or simply payment — influencers are keen to do business. Put together a proposal and see whether you can find that pot of gold together.

  1. Your business language is your identity

In March, more effort is made to use the Irish language. And in Ireland itself, the week of St Patrick’s Day is actually “Irish language week”.

March content marketing tip:

So take this month as an opportunity to review and reinvigorate your business language. What are your key messages? What engaging stories do you have to tell?

Storytelling is the most powerful way to engage with your audience in virtually any medium. Stories are more memorable, more emotive, and therefore more effective at motivating action. And with any kind of marketing, that’s what you want.

  1. Your brand should be memorable

St Patrick’s Day has a great brand. With a strong brand color (green), symbol (shamrock or pot of gold), and character (leprechaun), everybody in the world recognizes which cultural festival people are celebrating when 17th March comes around.

March content marketing tip:

Ask yourself, how strong is your brand? What’s its aesthetic? How about its personality and tone? Is it consistent and aligned across all of your content marketing channels? Because it should be. Maybe now is a good time to conduct some market research around your brand and what your target audience really thinks of it.

  1. Things are as complex as you make them

Legend has it that Saint Patrick used the three-leaved shamrock to illustrate the Holy Trinity to Irish pagans. If you’re a small business operating in a space that is highly technical or disruptive to the market, it may be a challenge educating your audience about the benefits of your product or service.

March content marketing tip:

Maybe you can get some inspiration from how St Patrick was able to explain a very complex idea by drawing a parallel with something simple and familiar to his audience. Being able to communicate complex information in an easily understandable way is the key to a lot of marketing.

Can you use visual aids to represent complex ideas, technology, or features? Consider how people learn. There are 7 styles of learning. Make sure you’re covering them all to ensure your message is getting across.

  1. The opportunistic bird gets the worm

When it comes to marketing in the digital age, “the early bird catches the worm.” You need to be able to spot and seize opportunities when they first present themselves. After all, the leprechaun always finds the pot of gold at the end of the rainbow, because he gets there first.

March content marketing tip:

Stay up-to-date with trends and developments in marketing. Not all of them are going to be relevant to your business and audience, but some will. The sooner you can adopt them the better.

Keep an eye on the news. What events are not only relevant to your industry but interesting to your audience? Remember, the aim with your content is to inform, engage, or entertain.

So there you have it. Six things that, as a small business owner, you can learn from St Patrick’s Day and apply to your content strategy. I bet you didn’t think there’d be any! But I had the luck o’the Irish on my side…