A mix of evergreen and topical content is essential for a successful marketing strategy. This video explains why you need to create both and what ratio to start with.
Explaining Evergreen Content
Evergreen content is named after evergreen trees which keep their leaves all year long. This kind of content retains traffic like these plants retain foliage. The best evergreen content keeps clicks coming for years after it's released. For example, protocol 80 has published things like The Manufacturer's Ultimate Guide to Trade Show Marketing.
Examples of evergreen content are:
- Ultimate guides
- Slide presentations
Pieces like this are designed to generate traffic over time. Shares and links from other sites create a snowball effect that builds your brand authority as the post gains popularity. This in turn helps your search ranking.
Explaining Topical Content
On the other hand, topical content is timely and only retains its relevance for as long as a week or as short as a few hours. That said, it generates a burst of traffic on your channels.
This kind of content pertains to things like :
- News stories
- Pop culture
- Trending hashtags
These topical items show you’re in touch with the zeitgeist and that makes your brand seem approachable. Your audience will value participation in the greater online community, outside of your particular industry.
Mixing It Up
It’s important to have a mix of both types of content. If you offer exclusively evergreen content, your brand will lack personality and appear distant. However, if you don’t provide enough substantial information to your audience, they will find it elsewhere. Start with a ratio of 80% evergreen and 20% percent topical. Once you discover what works, adjust for your goals.
Using Your Content
- Share on social media - Topical content is best served on social media. If your content contributes to the conversation, you'll be rewarded with shares and engagement.
- Email your database with the helpful info - Send your specialized pieces right to the people you created them for. This is best practice for things like blog posts and handbooks. Don't forget to link to a premium offer or related articles!
- Link to it on the FAQ page of your site - The FAQ might be the first page someone goes to on your site. Make sure they find answers quickly and they'll make repeat visits.
- Integrate it into your sales and selling strategy - Place every piece of content at a point along the Buyer's Journey. A strategic content roll out will ease your customer's feeling of uncertainty. Show them just what they need to see, when they need to see it.
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