Evergreen Content — The Gift That Keeps on Giving
You may not be ready for Black Friday, Cyber Monday, or the onslaught of “ho ho ho” holiday cheer, but there’s one gift you should definitely be paying attention to. (Along with Giving Tuesday!)
The gift I’m referring to will be a perfect fit for your audience and most welcome by your content marketing team: evergreen content.
What Is Evergreen Content?
Evergreen content is content that stands the test of time. It will be as valuable to your audience in 18 months as it is today. (I get that 18 months isn’t exactly an eternity, but in digital marketing terms, it’s out there on the distant horizon …) Even better, evergreen content is often also the kind of content that answers the basic questions that vast swaths of your audience have about the problem they’re trying to solve. (And that your product or service addresses.)
Why It’s Like Owning vs. Renting
Evergreen content will also be popular with your content marketing team because it can be a real time saver — publish it once and watch it continue to accumulate page views, likes, shares and comments. That’s not going to happen with content that is more timely, which will naturally experience a decrease in consumption over time.
Compounded Benefit from Long-Term Interest
This makes evergreen content especially well suited to spoke-and-hub or umbrella content models where one piece of content is created and many other pieces of content are adapted from it.
Those adapted pieces are, of course, easier to develop than content started from scratch. And they also can help you cover a lot more ground — A webinar script can be adapted into an ebook, a series of blog posts, a number of short videos, and a set of worksheets and templates, as well as numerous social media posts. Yes, the effort to create the webinar is considerable, but the mountain of content you can create from it makes it worthwhile.
That same approach does work with more topical material, though the effort is necessarily more intense (you have to get the content out there quickly) and the payoff period more compact.
Keep a Healthy Mix
Even with evergreen content’s great advantage in this area, you must mix both types of content into your editorial calendar. In most marketing scenarios, your audience is going to be looking for the veritable truths and also want news of the latest-and-greatest.
The Forest of Evergreen Content
One downside: whatever you’re saying of an evergreen nature, others are saying it, too. That makes it even more imperative than usual to have a perspective that sets your take apart from the competition. And whatever that unique slant is must be reflected in your title or subject line in order to attract the audience you seek to reach.
As long as you bear this in mind, evergreen content should be a major part of your content marketing and one of your most productive content marketing tools.
Since 1996, Andrew Schulkind has asked clients one simple question: what does digital marketing success look like, and how can marketing progress be measured?
A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either.
His work touches social media, search-engine optimization, and email marketing, among other components, and he has presented at Social Media Week NY and WordCampNYC, among other events. His writing appears in various online and print publications.
Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?")