How to use Awareness Days in your Content Marketing #LikeAPro

What are Awareness Days?

An awareness day, week or month is generally set up by an organisation or charity, to mark an occasion or anniversary or to raise money or awareness for a charity or cause and there are many to choose from (trust us – we’ve researched many of them!). Some mark important or poignant dates in history, some raise millions for charity and some of them are downright bonkers. Answer Your Cat’s Questions Day, we’re looking at you!

How should you use them?

Used correctly, awareness days can be a fantastic resource and a really important part of your social media strategy. Awareness and national days are incredibly popular on social media, generally used as hashtags and more often than not, trending on Twitter. This provides a golden opportunity to join the conversation, increase your engagement and reach new audiences.

The trick is to choose carefully and make use of the awareness days that are relevant to your business or brand.  You can have some fun with it and your links can be tenuous, but they have to make sense and suit the overall tone of your business. Some of them are very niche but there are many that are easy to link to, like Get Organised Month and Awkward Moments Day (who doesn’t have one of those to share?). Aside from being great content hooks, get it right and you will increase traffic to your social media and website as well as raising awareness of your business.

The best thing about awareness days is the ability to plan ahead. Days are an annual event, set well in advance so if you use a reliable calendar, you can find your relevant days, plan your posts and schedule them way in advance at a time that suits you! This also removes the stress of trying to get a decent photo of your team on Christmas Jumper Day or Odd Socks Day when Julie from accounts forgets her jumper and the intern is late.

How else can I use them?

Why not also use awareness days in your overall marketing strategy? You could reference relevant events in your newsletters or publish a blog. If you want to raise money for a charity or cause, then you can run a campaign on your feed using their hashtag and encourage your clients or business contacts to support your endeavours. Anyone for Movember this year…?

Top Tips

Make the most of the opportunity. Take some time to take or source images or Gifs (who doesn’t love a Gif?!) to add to your post.  The more visually engaging or amusing (where appropriate) your post, the more it will stand out and the higher you can expect the level of engagement to be. Injecting some humour into your social media in most cases is more than appropriate, it’s a great way to humanise your feed and keep your audience engaged.  

Do keep an eye on what you have scheduled to go out, and this applies to any content you may have planned ahead. Posting light hearted and otherwise completely inoffensive content in the aftermath of a tragic accident or disaster could appear insensitive and reflect badly on your business.

How can I find them all?

It’s simple! We have a fantastic FREE awareness days calendar containing over 1000 awareness days which are regularly checked for accuracy and the best bit? You can export it into your existing online calendar such as Google or Outlook and if we spot a date change, it’ll auto update your end.

How to see what your competitors are doing on Facebook

Do you keep an eye on what your competitors are up to in ‘real life’?

Do you monitor mentions of them on the internet using a tool like Google Alerts?

Are you employing the power of social listening to see what they are talking about to their customers?

If you’re not doing any of those things, you probably ought to be. Even the biggest brand needs to keep an eye on the competition.

But now Facebook has made it a little easier.

Info and Ads Tab

Facebook has introduced this new tab due to the scandals of the US Presidential election and the Brexit referendum, where it seems we were swayed by Fake News accounts. To stop that from happening again, we are now going to be able to look at details for the pages we see on our Facebook feed. You’ll be able to see when the Page was created, if they have ever changed the Page name, and all the ads they are running in different countries.

This should bring much greater transparency. But it also means your competitors are going to be able to see the Facebook ads you have running. If you have a system of funnels, this means your whole funnel will be visible.

What can we see?

So if we look at my business Facebook page, Cathy Wassell at Socially Contented, we’d see that I have changed that name – it used to be simply Socially Contented. At this moment I was not running any ads.

And if look at Hubspot’s Facebook page, we can see that they have never changed their page name. If we scroll down we can see all 9 Facebook ads they are currently running, and where they are running them.

What can’t we see?

Although at first it appears that we can see quite a lot about a Page’s ads, and you might feel uncomfortable that your own Page ads are visible in that way, there’s actually still a lot of information which is not available.

We can’t see the budget of the ads, or any analytics to know if they are successful or not.

We can’t see if they are successfully segmenting their audience so that the same top of funnel ad is not being shown to someone who has already bought from them.

You also won’t see the audience the ad is being targeted at, or how long it has been running.

And we can’t see any social proof on the ads – any likes, comments or shares which might give an indication of the ad’s popularity.

What can we make a guess about?

Although there’s a lot we can’t see, we can make a guess about the shape of their sales funnel, and we can surmise they may be split testing their ads if there are a few ads using the same image or copy.  More about split testing here (

You can also pick up information by paying close attention to the ads being served to you on your feed.

When you see a sponsored ad in your feed, click on the three dots to the right top side of the ad.

Then click on ‘Why am I seeing this?’ and Facebook will give you a good idea of why it’s appearing in your feed.

That’s all useful information to learn about one of your competitors, and likewise for them to learn about you! There you are at an advantage though. Most of your competitors won’t know about these hacks. And this targeting information is available only if the ad shows up in your feed, ie. You are in their targeting audience already.

Remember the reason behind these changes is not to step on your marketing toes but to stop election-rigging, and it may also stop some dubious marketing practices too.

What are your thoughts about the changes?

Will they affect you?

Are you off now for a quick peep at your competitor’s ads?

Let us know in the Facebook Group.