Using Awareness Days in your content plan was all the rage in the 00s, though it sometimes felt like brands were promoting completely irrelevant days "just because." Fast forward to today, and these days are experiencing a renaissance, proving themselves to be an absolute treasure trove for content. With a more thoughtful and strategic approach, Awareness Days can become powerful tools for engaging your audience and enhancing your brand's presence.

Why use awareness days for your small business?

1. Relevance and timeliness
   Posting about a recognised day makes your content feel current and relevant.
   
2. Engagement boost
   People love sharing and commenting on content that resonates with them, especially if it aligns with a cause they care about.
   
3. Brand personality
   Showcasing your business’s involvement in various causes humanises your brand and connects with your audience on a deeper level.

How to incorporate them into your content plan?

1. Plan ahead
   Start marking down all the relevant days that align with your brand’s values and interests. A quick Google of “list of awareness days” will provide you with plenty of resources.
   
2. Choose the right days
   There are some amazing days and some quite silly ones. Not every day will be relevant to your business and that’s ok. Just choose the ones that make sense for your brand. For example, if you run a gym, World Health Day or National Fitness Day are perfect fits. You could even use a direct prompt for ChatGPT to provide you with a more streamlined list i.e. Provide me with a list of awareness days relevant to a gym.
   
3. Be creative with your content
   This is the fun part. Here are a few ideas of things you could do.
   Social media posts – share a fun fact, a quote or relevant stat about the day, along with a captivating image or video to grab attention.
   Blog posts – write a piece on why this day matters, how your business is getting involved, or tips related to the day.
   Promotions and events – offer special discounts, host events, or run contests.
   
4. Engage with your audience
   Encourage your followers to share their thoughts and experiences related to the day. Ask questions, run polls and create opportunities for them to interact with your content.
   
5. Show authenticity
   This is a biggie. Be genuine in your approach. People will switch off and likely unfollow if it seems like you’re just riding the bandwagon of something irrelevant to your business. If you’re supporting a cause, ensure it’s something you truly care about. Authenticity resonates with people and builds trust.

Putting it into practice

Sounds good right? So here’s an example of what I’d do for a small coffee shop trying to make the most out of International Coffee Day.

Step 1: Tease it early – at least a week before, start hinting at something special. Use countdown posts and/or sneak peeks.

Step 2: Share your story – on the day, share a post about why you love coffee, your journey in the coffee business, or a behind-the-scenes look at your brewing process.

Step 3: Special offers – offer a discount on all coffee drinks or a BOGOF deal. Promote this on all your social channels.

Step 4: Engage your customers – ask your followers to share their favourite coffee moments or recipes. Create a hashtag for your shop and encourage them to use it.

Step 5: Give back – partner with a local charity and donate a portion of the day’s sales. Share this initiative to show your investment in the community.

To finish, Awareness Days can be hidden gems in the world of content planning. They provide ready-made opportunities to connect with your audience in meaningful and engaging ways.

The key is to stay relevant, be authentic and have fun! Your audience will appreciate the effort and you’ll enjoy a boost in engagement and connection.

So, pull out that content calendar and start marking those days!