To maintain a healthy online content marketing footprint it is vital to remember not to neglect evergreen content. Most marketing managers have come to realise this but, as it is with most things that are worth the time and effort, it can be a lot trickier than it sounds. If you’re not already a pro it’s probably better to consult an expert like WSI OMS, here’s a short list of the most frequently encountered pitfalls and how to avoid them.
- 1. The first one is that very often we just don’t get to writing or creating that evergreen content. There are so many interesting opinion pieces and brand-relevant stories breaking almost every day that it is easy to get lost in the ‘hot topic’ scramble. After all, no one wants to look like they’re behind on current trends or outdated in any way. However, don’t give in, because there will be gaps and you’ll need content to keep your fans interested and engaged in your brand.
- 2. The second problem many struggle with is firstly, coming up with original content and secondly, integrating it into the rest of the more current content you put out. The best way to get around this is to choose your evergreen content topic with a whole campaign’ in mind. Start by choosing something as generic and timeless as possible (for instance, if you are a company selling exercise equipment, why exercise is good for your heart). Then, if you have chosen well, you can easily link current trends (new equipment, health trends, exercise routines etc.) to your evergreen content and so integrate the two approaches seamlessly.
- 3. Lastly, never forget that content marketing is merely there to keep your customers and prospects interested in your brand, not to sell anything to them. Your topics should therefore not only be informative and interesting, but should speak directly to your brand and consumer base.
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