Maximise Your Marketing With An Evergreen Strategy

Do you ever wish that marketing your business didn’t have to be so hands-on? That you didn’t have to constantly jump on every new trend and continually update your strategy to stay relevant?

It takes so much time and energy to try and keep up.

You feel like you are always switching and changing your tactics to try and capitalise on the “next big thing”. But, luckily you don’t have to do that anymore.

Welcome to the world of evergreen – or always-on – marketing.

When you integrate evergreen techniques into your marketing strategy, you ensure your content keeps working away in the background, even when you’re busy doing other things.

Want to know more?

Let’s explore the concept of an evergreen marketing strategy.

What is Evergreen or Always On Marketing?

The term “evergreen” originates in the natural world. It refers to trees that don’t shed their foliage during autumn and winter, remaining green year-round.

Marketers have adopted this term to describe content or marketing activities that stay useful and relevant (and keep working to sustain and grow your business) even if you’re not actively tending to them.

Of course, the nature of modern marketing means not everything can be evergreen. You still need to keep abreast of trends and algorithms, acknowledge current events, seasons and dates to maximise your marketing efforts.

But while you’re doing all that (and running your business!), your evergreen strategy is still keeping your business visible, attracting and connecting with your target audience, and guiding people through your customer pathways.

Evergreen content provides balance and longevity to your marketing strategy, so you can focus on other things – or even have a break over the holidays – without losing momentum.

Creating Evergreen Content

As part of an evergreen strategy, you will need to create evergreen content. That means producing content that is relevant the day it’s published and continues to stay relevant for months or years after.

Here are some examples of evergreen content:

Blogs and LinkedIn articles
Lead Magnets and automated email sequences
Value add videos
“How to” guides
Instructional tips and tutorials
Testimonials
Glossaries and definitions
“History of” posts
Product reviews
Lists

And here are examples of things that are not evergreen:

Topical news articles
Statistical reports that are likely to change
Seasonal topics
Current trends

Evergreen content is fantastic as it drives traffic to your site, is low maintenance, and provides a higher ROI over the long term.

Develop Your Evergreen Marketing Strategy

Evergreen content should be part of your strategy, but not the only part. An evergreen marketing strategy also incorporates strong SEO and social media visibility.

While social media may be trend-based, there is space for evergreen marketing, even on these fast-paced platforms. Your posts may only remain on your audience’s feed for a short time, but they still exist on the platform.

If someone searches for a well-researched hashtag and discovers your relevant and engaging content, they’re likely to head to your website and/or share it, getting your business in front of more people.

SEO is a vital part of an evergreen marketing strategy. By researching, selecting, and utilising the right keywords for your content, you help people discover and connect with your business for years to come.

Search engine advertising is another cool tool as it can sit there as an evergreen strategy to consistently bring people into your site.

Add An Evergreen Strategy To Your Marketing Toolbox

An evergreen strategy is an excellent way to build sustainability and longevity into your marketing. It helps boost visibility and authority without tying you to the computer full time.

Chances are, you already have some excellent evergreen content on your website. Spend some time reviewing your blogs and posts to see what’s timeless and what’s trendy.

Are the timeless ones performing well for your business? If not, are there ways you can help them perform better by adjusting keywords or optimising them for search engines?

As you can see, an evergreen strategy is a great way to maximise your marketing and something we help our clients develop.

Maximise Your Marketing With An Evergreen Strategy