By Rachel Peck
When developing a blog content strategy, it’s important to stay up-to-date on current trends and events, as they are applicable to your brand. However, you should also keep a well-maintained list of recyclable, “evergreen” content. Evergreen content includes videos, articles and blogs, which are relevant to your brand – no matter the current news cycle or brand messaging. Whether your industry is consumer technology, or a B2B brand, there are plenty of opportunities to develop evergreen content and share it again and again. Here are Eclipse Media Group’s three reasons you should be creating recyclable content:
Sustainable content = long-term organic traffic
Simply put, if your content is out of date, it won’t rank well with Google. Why is this a problem? As the search engine is tasked with answering search queries, if your content contains out-of-date or irrelevant information, you’ll see a steady decline in organic traffic. To stay on Google’s good-side, you should be developing content unique to your industry and your brand that can be easily updated and reused. Making these evergreen articles, blogs or videos part of your daily content strategy will not only help your Google ranking, but help establish you as an expert in your field – while offering a bank of social media posts that never go out of style.
It helps build a sustainable social media plan
You know those days/times when you need to post on social media, but you don’t have time to create anything new? Many small businesses or organizations who don’t have unlimited time and resources to put towards content can find it difficult to always be developing new, exciting pieces. This is where evergreen content can help. For PR and marketing professionals, content on best practices, social media tips and media relations advice can easily be recycled on your social media. These are the posts that will help establish you as an expert in your field, and this content can be appropriate for sharing for many months, or even years, after it’s developed. Just be sure to remove or update any dated information, such as external links to old posts, etc.
It ultimately saves time and enables better use of resources
Like we said before, if you’re finding yourself running your brand’s social media, and possibly also that of your clients, it can be difficult to consistently be developing content your audience will want to consume. Have a bank of “listicles,” guides, and even basic background information on your brand will go a long way in saving you time and resources. Sometimes this content might need a quick update, but if it’s performed well in the past, chances are it will again. Additionally, evergreen content is easily shareable and recycled posts offer the opportunity for readers to share and share again – increasing that initial exposure.
Creating recyclable content that won’t go out of style is one of the first steps to a successful content strategy. Building a sustainable plan is an integral part of building a brand and brand recognition – start with your evergreen content. This will be the backbone of your brand’s story.