You may be pouring hours into your holiday campaigns right now. Shooting the perfect photos, crafting heartfelt holiday captions, and managing the inventory rush. But what happens to all that hard work on December 26th? If you’re like many of us, it usually gets shoved into a digital folder then promptly forgotten.
But what if you don’t have to push it all aside? Just because the holiday is over doesn’t mean your best content has to become obsolete. You may feel tempted to archive all the content until next November, but doing so would mean missing out on an opportunity.
Consider this: time is probably the most limited resource for small business owners. According to a survey by The Alternative Board, business owners spend only 32% of their time working on their business (strategy and growth) rather than in it (day-to-day tasks). Creating brand-new content from scratch every week consumes a significant amount of your valuable time that could be better spent on strategy.
So, what’s a practical solution? Repurposing.
Taking the successful outcomes from your holiday campaigns and adapting them for the rest of the year isn’t just a time-saver; it’s a smart growth strategy. In fact, HubSpot research found that updating old blog posts with fresh information and images can increase organic traffic by as much as 106%. This practice, known as “historical optimization,” helps maintain content relevance and elevates the user experience, ultimately improving search engine rankings as it enables previously published material to perform as well as newer posts.
Here is how you can take that “expired” holiday content and turn it into fuel for your marketing strategy year-round.
#1. Highlight Timeless Themes
At its core, holiday marketing is rarely about the specific date on the calendar; it’s about connection. The holidays trigger universal emotions like gratitude, generosity, family, and reflection. These are human experiences, not seasonal ones.
Review your most successful holiday posts in terms of engagement and reach. Did a post about “gratitude for customers” get high engagement? Reframe that same sentiment in March as a “Customer Appreciation Month” spotlight. Did you write about “reflecting on the year ahead” in December? That easily becomes a mid-year goal check-in during June. By stripping away the tinsel, so to speak, you are left with the emotional core that connects with your audience 365 days a year.
#2. Update with Fresh Context
You don’t always need to reinvent the wheel. One of the most efficient ways to repurpose content is to take a specific holiday theme or perspective and expand its relevance.
For example, if you wrote a “Holiday Stress Management” guide, the tips inside (breathing exercises, time management, self-care products) are just as relevant during back-to-school season or tax time. You are simply swapping the trigger (holidays) for a current cultural shift or trend. This allows you to maintain a consistent publishing schedule without the burnout of constant creativity.
#3. Transform Formats for New Platforms
One of the biggest trends in 2025 and heading into 2026 is the shift toward multi-format content, where brands and creators repurpose core ideas across various mediums like short-form video, newsletters, podcasts, and blog posts.
A single good idea should live many lives. For example, if you created a detailed year-end review or a blog on ‘Top Gift Ideas,’ don’t leave it unused in digital storage.
- Turn text into audio: Record a short podcast segment summarizing the key points.
- Go visual: Turn a “listicle” into a carousel for Instagram or an infographic for Pinterest.
- Embrace video: According to a study by Wyzol, 90% of marketers say video content has helped them increase brand awareness. Take your written content and turn it into a 60-second Reel or TikTok script.
If you find it challenging to convert a blog into a video or infographic, this is an area where MYOB can help you. We help small business owners bridge the gap between having great ideas and actually getting them produced and posted across different platforms.
#4. Leverage Nostalgia Strategically
Nostalgia is a powerful psychological trigger that builds trust and brand affinity. In other words, it doesn’t have to be December to share heartwarming December-like content.
Strategically reposting past campaigns with a nostalgic angle, such as a “Remember when…” approach, can be very engaging. It illustrates the enduring nature and strengthens the history of your brand. For instance, share a photo of your team packing orders during the holiday rush with a caption like, “Thinking back to the holiday hustle! We’re bringing that same energy to our spring launch next week.” It serves as a humble brag about your demand while hyping up current events.
#5. Create Evergreen Spin-Offs
The ultimate goal of repurposing is creating “evergreen” assets, or content that remains relevant indefinitely, regardless of the season. For example, take a look at your holiday-specific “how-to” guides.
A “How to Budget for Holiday Shopping” post is really just a personal finance guide in a Santa hat. Strip away the holiday-specific references, remove the seasonal graphics, and rename it “The Ultimate Guide to Smart Budgeting for Families.” Suddenly, you have a resource that drives traffic in July just as well as it does in December.
Conclusion
The content you create for the holidays requires an investment of your creativity, money, and time. Don’t let that investment depreciate after a single season. By adjusting themes, updating the context, and changing formats, you can maintain audience engagement without continually producing new content.
However, we understand that implementing a repurposing strategy requires time, which you may be short on. We’re here to help you with managing your online presence, which allows you to focus on running your business. If this sounds like a “gift” you need, let’s chat!