WHY It is Time – To RE-THINK Your EVERGREEN CONTENT
By CATHERINE SAYKALY-STEVENS
Before we alter your evergreen content let’s first determine what is evergreen content.
Evergreen Content is:
- Relevant content you created when you first posted it.
- That same content is still relevant when you post it today.
- That same content will still be relevant when you post it in the future.
Good examples of Evergreen Content are:
- Tips, quotes, stats, facts, motivating and inspiring statements, infographics, checklists such as ‘this day in history’, humor, best practices, calendars and business anniversaries, and so much more.
Why do people use Evergreen Content?
Your social channel is a beast that requires regular feeding. Posting regular content is how you become visible. The more frequent your posts, the more people see you, then it’s a delicate balance of how many posts are too many. (That’s for another article).
Once you’ve created and posted new content, then you can use it again, and again, and again.
Think of a well. Once you’ve gone through the trouble to create and post one piece of content you fill that empty well. Now you have plenty of content to use and reuse at your convenience.
Evergreen Content is so convenient. It is easy to ‘set it and forget it’ with your favourite scheduling tool like Buffer or Hootsuite. Today many social platforms have their own scheduling features.
It allows us to:
- Increase our posting frequency.
- Keep the same frequency, and create fewer new pieces of content because the well is full.
In recent years, reusing Evergreen Content was not an issue. Today, I advise to proceed with caution as Evergreen Content can appear to be timeless, however …
The problem is: your social accounts have become a storage space of interesting tips, facts, and history.
However, are you demonstrating to your target audience that you provide the solution to their problem, or are you demonstrating that you provide the solution to their problem in the most relevant way possible?
While Evergreen Content does give you visibility, it usually does not:
- Engage with your audience.
- Bring people to your landing pages, events, or books.
- Tell your audience what you’re doing now.
The solution is: since visibility does not pay your bills, including compelling content makes you credible. Specifically, post about what problems you solve, and who you solve them for, and what do you do that will attract your target audience.
I am not saying to throw away all your evergreen content – you still need it but use it sparingly.
Repurpose Evergreen Content in 3 Steps:
- Which evergreen content still gets comments and shares? Keep those!
- Which evergreen content used to get comments and shares? Update more relevant elements: image, text, keywords, hashtags.
- Which evergreen content never received comments and shares? Retire them!
If evergreen content is visibility, then problem-solving content is credibility. You need both!
Catherine Saykaly-Stevens is a digital marketing and content marketing strategist with The Networking Web. Catherine believes that everyone solves a specific problem, but to be found by those seeking their solutions, business owners must grow visibility & reach, and build credibility & trust.
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