Behind the Buzzword: Evergreen Content
A quick reminder before we dive in: Todd Miller is hosting another webinar on Powerful Strategies to Convert Asphalt Shingle Leads into Metal Roof Sales. Tune in on December 20th at 3:30 pm EST for free at https://us02web.zoom.us/j/83343576555.
During your time on the internet, you may have run into the term “evergreen” content. Much like its coniferous cousins, evergreen content doesn’t lose its leaves in the winter. It won’t wear out and stays relevant or “green” for the foreseeable future. Harnessing the power of evergreen content for your content strategy will streamline your efforts, make every piece of content last longer, and reach a bigger audience.
Our last two issues are a great example of evergreen content. Issue 233 was an invitation to attend a new webinar for metal roofing professionals, which was a repurposed talk from a trade convention from knowledge obtained from industry experience. The webinar then became a source for Issue 234, which was a summary of the high points of the webinar and pointed readers back to the download link so they could watch the full recording. We reached an in-person audience at a tradeshow, an online audience in a Zoom webinar, and a base of hundreds of readers, all from one source.
Evergreen content is usable in different formats, like taking a video and highlighting one insight as a social media post. Using your content creatively makes every effort matter more. Instead of making something and letting it wither, take from it to keep reaching your target audiences.
A cornerstone of any evergreen content strategy is building up a reserve of different pieces of content to refer people to. This can be any kind of content, from podcast episodes to blog posts, but having a database to link to in new content is invaluable. You not only have history and credibility from addressing topics in the past but can keep people interacting with your content longer. If your content raises a question and links to an answer, you’ve made the journey easier for your prospect.
Before you go recycling and repurposing all your content willy-nilly, consider the audience and how helpful the new content will be. This doesn’t mean that every time you re-use something, it has to be wildly different. Update it with new information and perspectives and add a few touches. Sometimes, re-sending content is the right move. Maybe an email didn’t hit, so you change the subject line and resend; just make sure to maintain the “green” part of the “evergreen.”
Reworking, updating, and repurposing your content can also help you reach new audiences. Maybe you decide to invest time and effort into a new medium, like short-form social media snippets gleaned from a FAQ article on your website. You’d be surprised how effective this can be and how quickly you can diversify your output and backlog for prospects, customers, and trade professionals to consume. Evergreen content holds tremendous potential, so how best will it serve your company?
Todd Miller has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.
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