#10 Create a Marketing Campaign Around Evergreen Content
The old adage “if you build it, they will come” usually doesn’t work when it comes to content marketing. You spend countless hours writing and editing a great piece of content, hit publish, and expect the traffic to start pouring in … But it doesn’t quite work that way.
Content promotion is an often overlooked part of the content marketing process. A variety of advanced techniques can improve your promotional strategies long after a piece has gone live. Content that is perpetual, doesn’t become dated, and features unchanging facts is often referred to as “evergreen” content. This type of content can be promoted for years!
What type of evergreen content performs well on your site? With a glance into Google Analytics you’ll discover pages that do well quarter after quarter, from a traffic perspective. Looking at the most-liked content ‒ content that keeps visitors on the site the longest, content with the lowest bounce rates, and so on ‒ can be key performance indicators (KPIs) of evergreen content.
Once you know the evergreen assets on your site you can get started on next steps. What are you doing to promote these assets? Try out a few of Kissmetric’s 17 Advanced Methods for Promoting Your New Piece of Content, which apply to evergreen content, too:
- In social media updates mention the social accounts of resources you included in your piece of content. They may not know you wrote about them, and in turn they may help promote the piece of content to their audience for more amplification.
- Email any of the sources featured so they can read, comment, and share.
- Contact people who have shared similar pieces of content and ask them to share your piece too.
- Repurpose the evergreen piece of content into a video or infographic format, and start promoting that new piece as well.
- Crosslink applicable and relevant evergreen content to each other to strengthen signals and drive traffic.
- Use ad dollars to drive traffic to evergreen content. Set up a Facebook campaign or AdWords campaign and pay for clicks.
Published at Wed, 12 Apr 2017 10:00:00 +0000