Digital marketers know that, especially in the era of COVID-19, content marketing is one of the most effective strategies to help develop your sales funnel, while moving users to a specific action at the right time.
Think back to a time you were considering buying a product or service, especially one you may not have used before. What’s one of the first things you did?
Google a question.
Gone are the days of typing unintuitive searches like “Ryan Gosling” + “movie titles” and hoping what you wanted turns up. Now we can ask Google our most intimate questions – things we might not even ask our family, friends or doctors – and receive informational content.
Let’s dig into what evergreen content is and why it’s useful for your content marketing strategy.
What is evergreen content?
Evergreen content carries the same value throughout its lifetime, attracting organic content with keywords and phrases. Simply put, it retains relevance, isn’t time-sensitive, and drives traffic long after its initial publication date.
Some of the most common forms of evergreen content include:
- Tips and tricks
- Product or service reviews
- Instructional videos
Why is evergreen content useful?
Before putting fingers to keyboard, a great way to come up with some evergreen content topics would be to find out which questions your business frequently gets asked. A great resource to find out this information is your sales team. What objections do potential customers have? What are common industry concepts that might confuse your audience? What pieces of information does your sales team need to answer to solidify a buying decision in your favour?
Once you are armed with some top questions, you can begin to answer these in your evergreen content.
Evergreen content also helps you with:
- Driving prospects to your sales funnel, or down it
- Drive continual web traffic
- Improve your search engine ranking position
- Position your company as an industry expert
- Connect with your audience and answer their questions
Did you know that 615 million devices worldwide have an active ad-blocker installed? That’s why any digital marketer worth their weight understands the true value of owned content. A great Google ad campaign, a great social media calendar, a great social marketing ad are all valuable to your marketing but you don’t actually own those people or those results. You paid for them, if anyone even saw them at all.
Your website is the best place to connect with potential, and existing, customers because you have complete ownership of that platform.
It’s also valuable to note that hiring a content writer can be significantly more cost-effective than doing media buys online, tv, radio or print. Plus, over 70% of internet users want to learn about products through content vs traditional advertisements.
How can I get started with evergreen content?
Ptak + Co always recommends a content audit to start. It is quite possible that some of the content you’ve already developed qualifies as evergreen – and a content audit is a great way to uncover this information.
If you don’t have any existing content, and you’re not sure this is something you can handle within your organization, please contact Ptak + Co. We specialize in conversion copywriting and understand what content your buyer needs to see at each stage of their customer journey to result in a lead or a sale.
Finally, if you want to create your own evergreen content, we recommend using the steps outlined above to understand common sales objections. This will help your internal team to develop content that can help a buyer move through the customer journey by answering their questions – and giving your customer service team a break!