Content marketing is the backbone of any Internet marketing campaign. If you're unfamiliar with the term, content marketing is the drafting, publishing, and sharing of “content” (i.e. blogs, articles, and releases) that inform your customers about your products, services, and issues related to your industry. However, creating content is slow and expensive. Your content marketing strategy needs to be written well, relevant, original and targeted to a very specific audience for it to perform well. This type of marketing strategy costs time and money but great content can drive clients to your website, and long-lasting blog posts can generate traffic for months, maybe even years.
Since creating high-quality content can take a lot of time or cost a lot of money, you want to write “evergreen content” which is content that is relevant and stays “fresh” for readers all throughout the customer journey. For instance, an article on a solution for a problem that your clients would continually encounter is a good example of high-quality, evergreen content . A common example may be “tips to avoid leaky diapers” or “tricks to dry out a smartphone.” These are titles that describe problems that a very specific solution, ideally your product or service, could solve.
Here are some examples of non-Evergreen content, or more "timely" content:
- News Updates
- Old Research Reports
- Holiday-focused pieces
- Event Recaps
Typical Evergreen Formats
- Instructionals or How To's
- Product reviews
- Beginner Guides
- Solution Articles
If you're thinking about different evergreen topics for your industry, consider how your audience interacts with your products. What are common problems your customers will experience before discovering your product? How should they overcome them? What will a customer today and a customer five years from now need to address or confront? How can you help your customer find a solution?
Successful content marketing campaigns think about the process that their potential audience will take. Expert content marketers know that all of their marketing efforts are contingent entirely on the customer.
The most effective content marketing content keeps their customer in mind and what information could be helpful for them to solve their problem. By helping them solve their problem, you're creating trust between you and your audience, which is much stronger than just brand awareness.
Once you have your evergreen post, how do you keep it relevant? Relevant information, no matter how on-point, will eventually drift to the bottom of the Internet pile. However, you can “refresh” your content by regularly publishing and promoting it on your social media accounts.
You can plug your content on Facebook, LinkedIn, Instagram, Twitter, Pinterest, Google, and other social media sites to promote it across multiple platforms and get it in front of different viewers.
Strong content marketing programs go back and regularly edit their articles! A strong content marketer can recognize evergreen content, but with ever changing technology, sometimes updates are required. When you do update an article, stay transparent with your audience by adding edits to the bottom so they know the information they're reading is the most relevant and up to date.
Repurposing content is an efficient way to reuse your old ideas without “reinventing the wheel” and to keep your posts relevant. For instance, you could link back to your original post in the new video, graphic, or smaller post to cross-promote your original content.
Additionally, if you “chop up” your primary post, you can use punchy, single-issue topics for social media posts, Twitter blasts, or Instagram photos. These posts can link back to your website, your company’s blog, and the original content to cross promote.
Finally, you can collect your evergreen posts into a “round-up.” A round-up is a blog post that combines your evergreen posts into a single article. The combination allows you to refresh and combine your evergreen posts into a single article that is easily searchable and reviewable.
This is also a great way to create a link building program to help improve your website's domain authority and search engine value. Part of content marketing efforts should include reaching out to different companies to see if they're willing to share content your content, in exchange for featuring their company. This helps both parties in terms of search engine authority.
If your content marketing strategy is getting a little stale, download our editorial calendar! This can help you keep track of your quality content and ensure that all of your evergreen campaigns stay consistent.