How Evergreen Content Benefits Your Brand
Creating ample content for your blog, business or brand is a primary goal in achieving optimal visibility. While it may be possible to rank in select search results with only a smattering of content offerings, the more content you have, the easier it is to broadcast yourself in search results, social media and email marketing.
Quantity of content isn’t all that matters, though. The quality of your content – and more specifically, the lifetime of its usefulness – also plays a huge role. Evergreen content (content that remains valid in perpetuity, or that only occasionally requires small tweaks) provides a variety of benefits for any brand. Let’s take a look at those benefits today and highlight their usefulness.
It should already be obvious, but evergreen content allows you to publish a single piece of information, entertainment or content that can deliver tangible results for years to come. While some forms of content – particularly more complex pieces – may require the occasional bit of updating and revision, the basis of the content itself will remain viable permanently. This means that time otherwise spent creating content from scratch can instead be used for pinging users with marketing efforts that continuously promote the content in question.
Ultimately, the low-maintenance (or no maintenance) approach evergreen content offers is incredibly appealing.
Think about your local news outlets and media companies. They specialize in time-sensitive content, which means that the overwhelming majority of their traffic is centered around producing content with short shelf lives and fast turnaround. This can be exhausting for brands and blogs that don’t already have an immense number of visitors, as you’ll be required to make multiple new posts and content solutions each week.
Ultimately, evergreen content means less work for brand managers and content creators. Given the perpetual usefulness of evergreen content, it can be promoted over and over again – whereas time-sensitive content such as breaking news can only be promoted effectively for a short period of time.
More Effective Marketing
Without a large existing audience, your content ultimately is only perceived as well as your marketing efforts allow. Arguably another major benefit with evergreen content is the fact that a robust, scalable digital marketing campaign can be built around a revolving door of evergreen content solutions.
Not only can you promote a single piece of content in a recurring fashion in conjunction with many other content offerings, but the chances of you pinging users with outdated copy through scheduled digital marketing campaigns is significantly reduced as well. While some forms of time-sensitive content can be recycled, it is very difficult to do so in advance.
Whether marketing via social media, email or search engines, promoting evergreen content online is much more effective than marketing via other forms of content.
With so many types of content to consider, figuring out how best to optimize your brand’s content creation strategy is difficult. However, most brands will benefit from a straightforward evergreen-reliant content marketing approach. This allows created content to be recycled and reused, comes with minimal maintenance and offers less demanding situations for content creation.