NativeAI

Best Practices: How Home Depot Creates Its Excellent Halloween Blog Content

By NativeAI / October 5, 2015
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Halloween is almost upon us,
that bootiful time of the year when brands fill their blogs with fangtastic
content (as well as frightful puns).

Is it possible to stand out
during this time? Or is that just witchful thinking?

One great example of a brand
that’s breaking through the noise this year – and doing so in a very fun fashion – is Home Depot.

The company’s blog is filled with spooktacular
decorating ideas
sourced from talented DIYers who took part in a Halloween Style Challenge.
The content feels interesting, fresh, and authentic, while still incorporating
various products that can be purchased at Home Depot.

Recently we sat down with
Laura Fries, Manager of Social Media Content at Home Depot, to find
out how the retailer approached creating its Halloween blog posts, and what
other brands can learn from the experience.

Check it out:

Q: We love
the Halloween
content on the blog
, broadly what are the goals for it? When did you start
publishing the themed content?
 

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A: First
things first: Halloween is the best! Spooky décor, costumes and candy bring out
the kid in all of us. 

We love
Halloween, and our goal with the Halloween Style Challenge
series is to share great ideas from guest contributors to decorate different
areas in your home.

All of our
projects are budget friendly, and you can find ideas that fit your skill
level – from expert DIY papier-maché projects to quick and easy
updates using items you can pick up at any Home Depot. 

2) Where
does the content come from? There are great ideas from various external blogs,
how does that work? What exactly is the “Halloween Style
Challenge” – how does it work?

We’ve been
putting Style Challenges together since 2011 when I was fortunate enough
to join The Home Depot.

We send a
mystery product of Halloween products to guest bloggers, who have 30 days to
transform an area in their home. Each participant gets a gift card and a
room assignment — front door, mantle, dining room or wildcard – so that we
have a variety of DIY project ideas to share with readers.

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Along the way,
our bloggers share sneak peeks on Instagram using #homedepotstylechallenge,
so it’s a lot of fun to follow along and try to guess what they are coming up
with.

All of the
Halloween Style Challenge content publishes on the Home Depot blog, and it’s also very popular on Pinterest. 

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4) Do you
have a personal favorite piece of Halloween content on the blog?

I’m partial to
spooky, so I always look forward to seeing the ideas from our regular
contributors, Johnny Love
and Scott
Stoll
. Scott’s Spook
Show project
is one of my all-time favorites!

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5) Any
advice for other brands looking to create great themed content on their own
blogs?
 

Always put the
relationship with your readers and your contributors first; start with an idea
that you’d like to read yourself, and along the way make it lots of fun for your
contributors to create it.

We put a lot
of thought into making each edition of the Halloween Style Challenge a great
experience for our contributors, and in return we receive spectacular Halloween
ideas. 

Written by NativeAI / October 5, 2015