“Evergreen content” is a popular buzzword in the online marketing industry. But what is it, really? Put simply, evergreen content is content that still holds its value even after months or even years have passed since it was published. It is not beholden to current trends or topical content; rather, it provides information that will continue to be of interest to readers over time.
Any business that does not yet have an online profile is perhaps not aware of the many benefits that come with it and an accompanying social media strategy. Just look at established companies—the likes of Amazon, Google, Dell, and Microsoft are using their online presence to grow and are experiencing immense success.
These companies were early adopters of the internet and established their brand profile online. They also leverage social media to its maximum, continually sharing interactive and engaging content with their customers. With these big businesses as real life examples, it goes without saying that having an online profile for a business, especially small and medium-sized enterprises or SMEs, is a step into the right direction.
But just in case you need more convincing, read on!
Digital marketers know that evergreen content keeps bringing readers back to your website. Wikipedia pages are a great example of evergreen content—that which remains fresh or relevant, and doesn’t lose appeal with time.
News articles, blogs on current affairs, and quarterly statistical reports are some examples of content that might be popular for a period of time, but are not evergreen. List based content like FAQs and How-to articles for beginners are some that never go out of style and will constantly bring visitors to your website. Let’s look at 5 important steps to win with your evergreen content:
When was the last time you were able to complete a single task without your attention being whisked away by the pinging of your phone, or a pop-up advertisement that suspiciously advertises exactly what you were searching for on the web the other day?
A hurricane of creativity has blitzed the internet with trolls, memes, witty cartoons, mind-boggling infographics and funny videos of talking Siberian huskies. Faceit, can your blog really compete with a fuzzy singing canine that could put Miley Cyrus to shame?
Yes, it can. You just need to know how.
Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.
~ Robert Rose
Consider the following statistics from a research on Australian businesses conducted by the Content Marketing Institute:
- 89% of the businesses engage in content marketing activities, with the aim to drive “profitable customer action”.
- Of these businesses, only 37% of them have a documented strategy, as opposed to a verbal one
- Content marketers felt the effectiveness of their strategy was less this year than last year (29% as opposed to 33%). But 44% of those who documented their strategy had a better result from content marketing activities.
Content marketing is engaging people while providing relevant and valuable information to either alter or enhance their consumption pattern. The above statistics reflect three things: the need for a strategy, the need to document the strategy, and finally, the need to analyse the effectiveness against preset objectives.