Do you know how much of your social media content is time bound and how much is evergreen? Some social media content might only be relevant for a short period of time; for example, ‘amazing iPhone offer ends this weekend’. Whereas other content might be considered evergreen; for example, ‘how to take a photo on an iPhone’ is evergreen because different people may ask the same question over a long time period of time. The term ‘evergreen’ refers to content that is timeless. However, evergreen content does need to be kept up-to-date, to reflect advances in technology and trend changes.
Good quality evergreen content can stay relevant for years. Have you ever noticed that if you search for something on Google many of the search results are from 1 year ago or older? That’s usually because the content is evergreen and is kept up-to-date. To give the example of taking a photo on an iPhone – that search term has probably been used many times over the past 8 years since iPhone launched, but of course the iPhone has changed and the specific steps for taking a photo may have changed, so keeping an updated article on the steps for taking a photo on iPhone helps to keep the content evergreen.
So how can you make your content evergreen? Well there are numerous factors.
- Make the content rich
Include a comprehensive overview of your topic. Provide an in-depth overview and give your reader something to really get their teeth in to. That doesn’t mean War & Peace, as you’ll lose the attention of your reader, but as much content that covers the topic thoroughly as possible. It also means you should not talk too much about yourself, or your company as that can be off-putting for the reader.
- Keep the content up-to-date
The purpose of good quality evergreen content is that it provides you with an asset. After all, you’ve taken the time to research the topic and pull together some valuable content, so extend the shelf life of that content by revisiting it as often as is necessary – that might be every week, or once every couple of months; it depends how quickly things change. But keep it up to date so that you maintain a relevant library of content that you can share with social followers and business associates to demonstrate your knowledge across your topic.
- Share it through the right channels
The content is, no doubt, going to be shared and updated on your website, and so you need to ensure that you have good means of ensuring your social followers know about it. Yes, that means posting the content to Facebook and Twitter and LinkedIn and so on, but it might be worth investing a little more time sharing the content to Pinterest and to Google+ because the algorithms on those platforms seem to place more value on relevance than newness. And of course, posting to social networks helps your SEO and drive traffic to your site.
For more information about how social content can make a difference in your business, get in touch! email@example.com.
Author: Tom Jullings
I work with clients to improve the digital marketing experience they present to their customers – from web design and SEO to outreach marketing and social media.
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