We’ve talked a lot at how creating content is essential to having a good marketing plan.
We also know that creating content is daunting enough without having to think about creating content for the rest of your business life.
But don’t worry, there is something called evergreen content, and it will make your life much easier.
Think about everything you put out there about your company like they are plants in a forest. The average tweet has a life of about 18 minutes, so it’s a bit like a flower. A post about an event on Facebook lasts a little bit longer (typically the length of the time until the event occurs – if people are paying attention to your event, that is), so it might be something like an oak tree. Evergreen content refers to content that is always relevant. That’s why it’s called evergreen. It’s a lot like a pine tree in the middle of winter. When everything is dead and gone, the pine tree is still looking as pristine as a spring day.
That’s what evergreen content is. It’s old content that can be repurposed and reused at later date.
For example, the Poudre River Library District has a wide range of content that it puts out every month. Sometimes it’s flash in the pan stuff, like events, contests, and new book arrivals. On the other end of the spectrum, you have blog posts about the history of Fort Collins, video tours of the library, and librarians’ suggestions for books to read. This evergreen content does everything from boosting SEO, to increasing awareness of library services, to just being something to post about on social media on a slow day.
For us at Howdy Neighbor Marketing, our evergreen content is this post right here. In fact, it’s pretty much everything we post. Because we will always have a new influx of clients and customers, this information will always have relevance. If you’re reading this several years after we published this, you’ll see what we mean!
Evergreen content comes in a great many forms. It can be photo albums, video interviews, or blog posts about tips in your industry. Evergreen content centers around ideas and subject matter that stands the test of time.
Of course, this all sounds good in theory. But I bet you’re wondering how do you apply it to your company.
Easy. Say you work in childcare. Consider a blog post about the Top Ten Ways to Distract a Child When They Visit the Doctor.
This post will be evergreen for anyone searching for “ways to distract a child when visiting the doctor” for as long as there are children, doctors visits, and Googling mothers.
You can then use this post and repurpose it into a flyer that you can leave at daycares, or pediatrician offices. Or, you can start compiling your blog posts into a book, which you can sell to mothers. We call this idea “Seed Content” – you write it once and it grows into a lot of different forms.
You can also use the post as something to refer to in mom groups on social media, as well as use it as backup content when you don’t have much to post about on your personal page. The possibilities are endless once you write a few evergreen posts.
So, when you are thinking about content for your website, try to make some of your posts evergreen. They will save you a lot of work in the long run, and improve your visibility overall.