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Poll
What percent of your content effort is dedicated to evergreen content?
1. None
2. Less than 25%
3. 25-50%
4. 50-75%
5...
October 2016 WEBINAR
Zack Rosenberg
Head of Sales, Keywee
Netta Kivilis
VP Marketing, Keywee
Hello.
1. Why we’re here
2. Chat your questions, Q&A at the end
3. Live polls + games throughout
4. Winners!
5. We’ll shar...
Keywee’s Clients
Hundreds of content creators work with Keywee
less stressed
Keywee
Audience-based content marketing software platform
● Keywee enables the creation, distribution and me...
Agenda
● Introduction to evergreen content
● What does it look like?
● Why is it valuable?
● How can you distribute it eff...
Poll Results
What percent of your content efforts is dedicated to evergreen content?
less stressed
Introduction to Evergreen Content
● Articles that continue to stay relevant
and useful to readers over time ...
FUN FACT: There have been more than 60 film
versions of Shakespeare's Romeo and Juliet
Talk about evergreen content...
199...
less stressed
Typical Evergreen Formats
● Lists
● Instructional “how to” tutorials
● Interviews
● Tips
● Video
Often an Em...
LISTS
HOW-TOS
INTERVIEWS
Video
● Sets you apart as a publisher
○ Costly to produce, but high value
○ Can continue to reappear organically
● Example...
less stressed
The Spectrum of Evergreen Content
Not all evergreen content is 100% evergreen
Timely Evergreen
less stressed
Evergreen vs. Non-Evergreen
Evergreen Non-Evergreen
less stressed
Repurposing Article Format
less stressed
Repurposing Article Format
less stressed
Common Evergreen Topics
● Love and romance
● Food
● Finance/Saving money
● Parenting
● Weight Loss
● Jobs an...
● BUT...You can create evergreen content for any vertical
Politics
Sports
less stressed
Important Factors
● Quality: Must be interesting and useful to readers
● Address a Need: Answer a question t...
Answers a question
Easily Digestible
Clear Headline
Audience Question
What is an example of an evergreen article that has performed
particularly well for you?
Please share yo...
The Value of Evergreen
Content
1936 2013
less stressed
How Can You Make the Most of it?
● There is huge ROI in evergreen content
○ Requires time and effort to deve...
The value of an Evergreen Post
● Hubspot’s Historical Optimization Project
76% of blog views came from old, evergreen posts
Engaging your Core Audience
● Evergreen content can be most
valuable for getting your core
audience to engage → Increased
...
Evergreen Distribution
Search Engine Optimization
Paid Distribution
20162010
less stressed
Search Engine Optimization
● Performs better in search engines than short-lived articles
● Generates constan...
less stressed
Paid Distribution
● Paid media ends up in your newsfeed - not on
your page
○ Don’t have to invest resources ...
Evergreen Distribution
Case Study
2013 1966
Evergreen Content
Sisters
Picture
Museum of Modern Art
Sisters
Picture
Museum of Modern Art
Audience CPC
Family 0.056
Photography 0.038
Aging 0.036
Life Cycle 0.026
Modern Art 0...
Modern Art: 0.026
Boyhood: 0.023
Women empowering
women: 0.018
Tips for Re-Distributing Evergreen Content
● Positive post engagement helps performance → Don’t want to lose
this when re-...
Q&A
2015 1955
The Gift That Keeps on Giving: Making the Most of Evergreen Content
The Gift That Keeps on Giving: Making the Most of Evergreen Content
The Gift That Keeps on Giving: Making the Most of Evergreen Content
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The Gift That Keeps on Giving: Making the Most of Evergreen Content

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The Gift that Keeps on Giving: Making the Most of Evergreen Content
Webinar: The Gift That Keeps on Giving: Making the Most of Evergreen Content

In Keywee's latest webinar, we explored the concept of evergreen content, the many ways that publishers can benefit from it, and real-world strategies to help guide your approach.

Published in: Internet
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The Gift That Keeps on Giving: Making the Most of Evergreen Content

  1. 1. Poll What percent of your content effort is dedicated to evergreen content? 1. None 2. Less than 25% 3. 25-50% 4. 50-75% 5. More than 75%
  2. 2. October 2016 WEBINAR
  3. 3. Zack Rosenberg Head of Sales, Keywee Netta Kivilis VP Marketing, Keywee
  4. 4. Hello. 1. Why we’re here 2. Chat your questions, Q&A at the end 3. Live polls + games throughout 4. Winners! 5. We’ll share deck & recording
  5. 5. Keywee’s Clients Hundreds of content creators work with Keywee
  6. 6. less stressed Keywee Audience-based content marketing software platform ● Keywee enables the creation, distribution and measurement of content that drives business results ● Keywee helps publishers and brands: ○ Attract new customers, subscribers and signups ○ Expand readership ○ Increase brand awareness and engagement ○ Boost branded content initiatives
  7. 7. Agenda ● Introduction to evergreen content ● What does it look like? ● Why is it valuable? ● How can you distribute it effectively? ● Q&A
  8. 8. Poll Results What percent of your content efforts is dedicated to evergreen content?
  9. 9. less stressed Introduction to Evergreen Content ● Articles that continue to stay relevant and useful to readers over time with little or no upkeep ● Timeless: Useful and interesting long past its original publication
  10. 10. FUN FACT: There have been more than 60 film versions of Shakespeare's Romeo and Juliet Talk about evergreen content... 1996 2014 1968 1954 Anyways...
  11. 11. less stressed Typical Evergreen Formats ● Lists ● Instructional “how to” tutorials ● Interviews ● Tips ● Video Often an Emphasis on Education
  12. 12. LISTS
  13. 13. HOW-TOS
  14. 14. INTERVIEWS
  15. 15. Video ● Sets you apart as a publisher ○ Costly to produce, but high value ○ Can continue to reappear organically ● Example: https://www.youtube.com/watch?v=b694exl_oZo ○ Artist Theo Jansen ○ Builds lifelike kinetic sculptures from plastic tubes and lemonade bottles ○ Designed to move - and even survive - on their own
  16. 16. less stressed The Spectrum of Evergreen Content Not all evergreen content is 100% evergreen Timely Evergreen
  17. 17. less stressed Evergreen vs. Non-Evergreen Evergreen Non-Evergreen
  18. 18. less stressed Repurposing Article Format
  19. 19. less stressed Repurposing Article Format
  20. 20. less stressed Common Evergreen Topics ● Love and romance ● Food ● Finance/Saving money ● Parenting ● Weight Loss ● Jobs and Careers ● Travel TIPS: ● Narrow your topic ● Add your own spin on a common topic
  21. 21. ● BUT...You can create evergreen content for any vertical Politics Sports
  22. 22. less stressed Important Factors ● Quality: Must be interesting and useful to readers ● Address a Need: Answer a question that your audience has ● Compelling Headline: Not clickbait - sell the content ● Readable: Format should be easily digestible (Headings, images, bullet points) TIPS: ● Don’t write for experts ● Avoid overly technical language ● Incorporate a lot of high quality images in the article to make it easier to reuse content ● Don’t make timely references
  23. 23. Answers a question Easily Digestible Clear Headline
  24. 24. Audience Question What is an example of an evergreen article that has performed particularly well for you? Please share your answers in the “chat” box!
  25. 25. The Value of Evergreen Content 1936 2013
  26. 26. less stressed How Can You Make the Most of it? ● There is huge ROI in evergreen content ○ Requires time and effort to develop strong evergreen content ○ BUT...Continue to profit from it over time ■ Low investment of time and money in the long run
  27. 27. The value of an Evergreen Post ● Hubspot’s Historical Optimization Project 76% of blog views came from old, evergreen posts
  28. 28. Engaging your Core Audience ● Evergreen content can be most valuable for getting your core audience to engage → Increased conversions The New York Times ● One of their best performing articles for driving subscriptions
  29. 29. Evergreen Distribution Search Engine Optimization Paid Distribution 20162010
  30. 30. less stressed Search Engine Optimization ● Performs better in search engines than short-lived articles ● Generates constant traffic that boosts your SEO visibility ● Content should be written with SEO in mind ● ~2.3 million Google Searches per second TIPS: ● Keywords ● Internal Linking: Use a popular evergreen post to promote more timely content
  31. 31. less stressed Paid Distribution ● Paid media ends up in your newsfeed - not on your page ○ Don’t have to invest resources into changing/updating it ● Scale: Can continue to find new, high performing audiences for the same piece of content Evergreen is king in a paid distribution world
  32. 32. Evergreen Distribution Case Study 2013 1966
  33. 33. Evergreen Content
  34. 34. Sisters Picture Museum of Modern Art
  35. 35. Sisters Picture Museum of Modern Art Audience CPC Family 0.056 Photography 0.038 Aging 0.036 Life Cycle 0.026 Modern Art 0.024 Boyhood 0.023 Women empowering women 0.018
  36. 36. Modern Art: 0.026 Boyhood: 0.023 Women empowering women: 0.018
  37. 37. Tips for Re-Distributing Evergreen Content ● Positive post engagement helps performance → Don’t want to lose this when re-distributing ● When to re-distribute: ○ If there is negative engagement on a post ○ If a post has run for a long time on Facebook (Around 3 months) and is starting to lose its rating (Relevance score) ○ If you have exhausted the audience (CTR starts to go down) ■ Write a new post/add a new image to make it look like a new post for the same audience
  38. 38. Q&A 2015 1955

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