By Jinnean Barnard
One thing I've recommended to clients is creating “evergreen” content – content that answers questions that people always ask about your brand, product, or organization, or that provides useful information that doesn’t quickly go out of date. The great thing about evergreen content is the number of ways in which it can be parceled out. Evergreen content can be leveraged and repurposed within your digital social ecosystem – as tweets, Facebook posts, short edited versions of longer videos, infographics, etc. – all linking back to the original evergreen piece. To be successful, evergreen content must be credible, interesting and genuinely useful to users.
In November 2012, Digital Agency 360i published a Content Marketing Report I recommend reading. The report describes the importance of a “solid content marketing strategy that factors in both low and high-investment content” -- flow and stock. The authors quote media inventor and theorist Robin Sloan, who says:
“Flow is the feed. It’s the posts and tweets. It’s the stream of daily and sub-daily updates that remind people that you exist. Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today.”
The 360i report goes on to explain how to achieve a balanced content marketing strategy that includes both stock and flow, via curating and creating content.
Whether you call it evergreen – connoting freshness, or stock – suggesting quality and tangibility, good content with a long shelf life is a significant element of your content mix.