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The Gift That Keeps on Giving: Making the Most of Evergreen Content
- 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%
- 3. Zack Rosenberg Head of Sales, Keywee Netta Kivilis VP Marketing, Keywee
- 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. Keywee’s Clients Hundreds of content creators work with Keywee
- 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. Agenda ● Introduction to evergreen content ● What does it look like? ● Why is it valuable? ● How can you distribute it effectively? ● Q&A
- 8. Poll Results What percent of your content efforts is dedicated to evergreen content?
- 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. 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. less stressed Typical Evergreen Formats ● Lists ● Instructional “how to” tutorials ● Interviews ● Tips ● Video Often an Emphasis on Education
- 12. LISTS
- 13. HOW-TOS
- 14. INTERVIEWS
- 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. less stressed The Spectrum of Evergreen Content Not all evergreen content is 100% evergreen Timely Evergreen
- 17. less stressed Evergreen vs. Non-Evergreen Evergreen Non-Evergreen
- 18. less stressed Repurposing Article Format
- 19. less stressed Repurposing Article Format
- 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
- 22. ● BUT...You can create evergreen content for any vertical Politics Sports
- 23. 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
- 24. Answers a question Easily Digestible Clear Headline
- 25. 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!
- 26. The Value of Evergreen Content 1936 2013
- 27. 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
- 28. The value of an Evergreen Post ● Hubspot’s Historical Optimization Project 76% of blog views came from old, evergreen posts
- 29. 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
- 30. Evergreen Distribution Search Engine Optimization Paid Distribution 20162010
- 31. 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
- 32. 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
- 35. Sisters Picture Museum of Modern Art
- 36. 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
- 37. Modern Art: 0.026 Boyhood: 0.023 Women empowering women: 0.018
- 40. 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
- 41. Q&A 2015 1955