Advertising took new directions after the arrival of the internet, and the production of evergreen content, that is, perennial materials that can be accessed on websites forever, adapted to new media, after all, they do not have dated information.
This type of strategy is applied in several corporate blogs, virtual stores, and even a fundamental part of specialized sites that present definitions of products and services.
The presentation of concepts and the “how to do it” related to the theme is also among the many evergreen contents, as they can be part of the history of a company, or even in the presentation of a recipe for preparing trivial foods, such as rice or beans.
Therefore, for a site that strives for organic growth over time, evergreen content can be full of SEO ( Search Engine Optimization ), that is, keywords that are suitable for the search engine optimization of digital platforms.
This is because evergreen content can encompass diverse subjects that do not lose validity over time, such as:
- Concepts and definitions;
- Instruction manual;
- Applied methodologies;
- Operating tutorials.
These content models do not have a defined deadline for no longer being accessed. On the contrary, they will always be available to those who seek solid and permanent information.
For companies that need to invest in different marketing strategies, it is important to observe the area in which it operates, according to the purposes of the enterprise, which subject has the potential to guarantee perennial content.
Care is taken in the information used, to avoid at all costs that data is inaccurate or is indicated with an expired expiration date.
That’s why it’s important to always reassess this type of content and, if necessary, update it as best you can.
Target audience for evergreen content
Within the Inbound Marketing strategy, in which it is necessary to attract, convert, sell, and retain the potential customer, or lead, evergreen content is at the top of the sales funnel, as it is related to the initial stages of the purchase journey.
This is because leads are still doing their first research, discovering the themes and subjects that are covered on certain sites.
For virtual stores, the model of a product can be searched on different e-commerce.
However, the one that presents more complete evergreen content, with relevant information that can help in defining the purchase, has a better chance of converting the lead to the customer.
In addition, still at the top of the funnel, the lead may have several doubts and questions that, if they have evergreen content present in the virtual environment, they better identify with the brand, or else with the products and services available.
Therefore, it is necessary to have a very clear definition of the target audience to be reached, and to target exactly those potential customers who are still at the top of the sales funnel.
The evergreen content approach
While people are at the top of the sales funnel, they often do research on educational materials, in the broadest sense of the word, with basic approaches that are related to problems as a lead.
Therefore, this is the most appropriate moment to offer evergreen content, as it serves as an invitation to start the purchase journey.
Anyway, in the case of Content Marketing, where this type of material is inserted, it is interesting that the company becomes a reference brand, even if it is not necessary to deepen it significantly at the top of the funnel.
Have arguments and supporting facts
Evergreen content is meant to be read, listened to, or watched at any time, without the subject being exhausted or having expired because of new data or recent information.
Thus, it is necessary to avoid seasonal trends or discoveries that lead to a path that proposes an opening for discussion or debate.
With this, it is necessary to include safe and tangible arguments that can be proven in some way.
When the lead does a search and the SEO points to a text with evergreen content, this means that it is possible to direct to other parts of a website, using link-building tools and strategies, in addition to proposing a redirection to other areas of a website.
Explore different media to reach audiences
To become an authority on a subject and thus determine better rankings on search engines, SEO is not the only practice that must be taken into account.
Different media can compose evergreen content in different formats, through digital platforms dedicated to the production and dissemination of audio and video, specifically.
These materials require more dedication in the creation of evergreen content, as it is necessary to present a quality product that catches the attention of the lead and guarantees the audience for a certain period.
With so many digital platforms available, it is impossible not to surrender to this type of material, both for those who produce and for those who consume. So evergreen content is a tactic that works well.
Two other types of materials that can be explored are associated with the image. Demonstrative figures on the operation of a specific product, tool, or machinery can be very attractive for those looking for visual simplicity.
The presentation of complementary graphics to an evergreen content reinforces the arguments presented, which can be:
- Statistics;
- Timeline;
- Qualitative;
- Quantitative;
- Volume.
Materials that go viral, such as memes and comics, can carry a corporate watermark, and thus be associated with a company that produces evergreen content and takes these elements as eye-catching symbols for what can be presented to the public.
Social networks are dynamic and accurate
Despite the speed with which social media posts and materials take shape, it is possible to bet on evergreen content that can be shared for a long time. See the timeless texts of writers, and thinkers, among many other enlightened people.
For companies, posting evergreen content can take different formats, such as an ad on Twitter Ads or a video tutorial that teaches people how to plant a tree, make a vegetable garden, or teach a traditional cooking recipe.
Even with all the dynamism characteristic of social networks, it is possible to apply perennial content that can be quite interesting, even if it is dedicated to a specific niche audience.
By the way, with the use of evergreen content tactics in ads, it is interesting to use the posts with the CTA (Call To Action) strategy and increase the chances of converting leads along the purchase journey.
Building link building on available materials can serve as a guide for users to other evergreen content, presenting full-bodied materials for the top of the funnel, such as:
- Professional articles;
- free e-books;
- Interview podcasts;
- Explanatory videos.
In this way, everything is directed towards converting the lead into a customer, leading to the other stages of the sales funnel and reinforcing the brand with consumers.
Care that needs attention
Often, simple information, even with all the sources researched and valid arguments, can overthrow the whole evergreen content proposal.
Therefore, it is necessary to periodically reassess whether the entire topic addressed in a text, an article, a video, or an audio is still valid.
In all cases, it may be necessary to update some data and, immediately, be informed clearly and without any shame.
This can be done within the digital platform where the material is present. With a highlight right on the cover, this can catch the attention of loyal customers, and catch the attention of those who don’t already know what was previously published.
The possibility of using social networks is also a smart solution, as they are part of the marketing plan and serve as a strategy to attract the target audience in general, including followers and those who receive organic sharing.
Conclusion
All current material that does not expire is part of the Content Marketing strategy because however generalized it may seem, it has efficiency when it comes to quality and application of SEO to identify the algorithm of digital platforms.
In addition, evergreen content has a low cost compared to other advertising and marketing models, helping to build an organic audience.
The material also has the potential to reinforce the brand, promoting continuous interaction between loyal customers.
Finally, perennial content, or evergreen (always green), is far from getting old, irrelevant, or obsolete. It presents itself as a complement that can take a brand to ever higher levels in the digital world.
