Instead of one-off campaigns, develop a high-value, annually updated content asset, like an industry calendar. Releasing it at the same time each year builds audience anticipation and creates a reliable, repeatable lead generation engine that people come to expect and look forward to.
The 'calendar' content format is highly flexible and not limited to B2B event tracking. Consumer brands can create wellness or challenge calendars, while nonprofits can map out their annual impact and volunteering opportunities. The key is providing a year-long planning tool relevant to your specific audience.
From November to January, audiences are highly receptive to calendar-based content for future planning. This format outperforms other lead magnets by up to 300%. Marketers can create industry event calendars, wellness planners, or impact timelines to capture high-intent leads during this key period.