Benefits of 'Evergreen' Marketing
“Content Marketing is no longer a numbers game. It’s a game of relevance.”
Marketing can comprise a large part of any company budget, so ensuring that you maximise your opportunity for ROI is super important and helpful.
One way to maximise your marketing budget is to have a combination of content with immediate and long-term pay-offs.
‘Topical’ and ‘evergreen’ marketing.
Riding the undulating waves of social media buzz can drum up the topical interest (which is still an essential part of the mix) but let’s focus on the benefits of paying attention to the more sustainable side of content creation: evergreen marketing.
Evergreen marketing can take many forms, though the defining feature is that it should not be predicated by a passing cultural event or trend.
So, what are these benefits?
Cost-Effective
As said above, marketing can really eat into your budget. If you aren’t making the most of that budget, it can quickly disappear into a bottomless pit.
Which is where evergreen marketing can come in clutch.
Curating a collection of content that has a more ‘timeless’ vibe, that can be repurposed into different formats with ease, removes the need for constant idea development.
Which also removes the need to constantly be consulting the creative ‘idea-havers’.
Who you’re paying money to have said ideas.
See where I’m going with this?
“If it ain’t broke, don’t fix it.”
Time-Efficient
The same as above can be said for the time you save when you take away the need for new ideas all the time.
Time can be better spent turning the essential and permanent aspects of your brand into content than trawling social media for the newest memes.
Pinning a piece of evergreen media to the top of your twitter feed is so easy and, more importantly, so effective.
Save some of the time you’d spend brainstorming and instead repurpose the content that remains relevant to your brand purpose and identity.
Brand Consistency
Maintaining a consistent brand identity can make or break customer loyalty.
Evergreen content, with long-term relevancy, can make your brand instantly identifiable and memorable.
Bouncing from trend to trend can alienate you from your desired audience, as appealing as being up to date on current events can also be. It’s a double-edged sword.
Knowing who you want to appeal to, and what your brand is trying to promote really helps in the creation of evergreen content.
Getting down to the essentials of your brand and producing marketing materials relevant to those values extends the lifespan of both the content and the impression of your brand that they leave.
If you’re looking to learn more about maximising your marketing budget, click the button below and sign up for our marketing strategy course!
