What is Evergreen Marketing?
Have you ever noticed how some marketing campaigns feel super relevant and timely while others seem to be around forever? The former is known as seasonal or trend-based marketing, while the latter is called evergreen marketing.
Evergreen marketing lets you create content and marketing campaigns that never go out of style. It’s the opposite of trying to ride the latest trend or capitalize on a holiday season – it’s about creating something valuable and useful to your audience all year round.
Think about it this way: if you’re planning a trip, you might search for the best places to visit in the summer. But if you’re looking to start a business or learn a new skill, you might be more interested in finding helpful resources that will be useful to you no matter when you stumble upon them. That’s the idea behind evergreen marketing.
Benefits of Evergreen marketing
Evergreen marketing is a type of marketing strategy that focuses on creating long-lasting value and relevance rather than being tied to a specific time or trend. It involves creating content or campaigns that are not tied to a specific season or event and are, therefore, “evergreen” or relevant at any time. But why would a business want to go this route? Here are a few reasons why an evergreen campaign can be beneficial for businesses of all sizes
Consistency in messaging and branding: One of the main benefits of an evergreen marketing campaign is that it allows businesses to establish a consistent brand image and message. When you create content that is always relevant and useful to their audience, businesses can ensure that their brand is always front and center in the minds of their customers.
Long-term ROI and customer acquisition: An evergreen campaign can drive traffic and lead to a business over a longer period, leading to a higher return on investment. It can also help businesses acquire and retain customers, as they are more likely to remember a brand that provides valuable and consistent content.
Greater appeal to a wider audience: Since evergreen content is not tied to a specific time or trend, it has a wider appeal and can be accessed by a broader audience. This can be particularly useful for businesses that serve a diverse customer base.
Increased credibility and authority: By creating high-quality, informative content, businesses can position themselves as thought leaders in their industry and build credibility with their audience. This can lead to greater trust and loyalty from customers.
More sustainable in the long run: An evergreen campaign is focused on long-term value, making it more sustainable for businesses in the long run. Rather than constantly chasing the latest trend or trying to come up with new content for each season, businesses can focus on creating a solid foundation of valuable content that can be shared and repurposed over time
Evergreen Marketing Strategy
Content Marketing
An evergreen content marketing strategy also allows businesses to be more consistent in their messaging and branding. By consistently publishing high-quality, informative content, businesses can establish a clear brand image and message that resonates with their audience. This can help businesses stand out in a crowded market and differentiate themselves from their competitors.
SEO optimization
An effective evergreen SEO strategy involves creating valuable, informative content that addresses the needs and interests of the target audience, and using targeted keywords to increase the visibility and relevance of that content to search engines. This can help businesses attract the right kind of traffic to their website and increase their chances of converting visitors into leads and customers
Email marketing
An evergreen email marketing strategy also allows businesses to establish themselves as thought leaders in their industry. By consistently providing valuable and informative content, businesses can build credibility and authority with their audience. This can lead to increased traffic and leads over time, as well as a stronger overall brand presence.
Social media marketing
An evergreen social media marketing strategy involves creating content that is always relevant and useful to the target audience. This can help businesses establish themselves as thought leaders in their industry and build credibility with their audience.
Influencer marketing
By utilizing influencers in their evergreen strategy, companies can leverage the reach and credibility of influencers to promote their brand or product in a subtle and authentic way. This can be done through the creation of valuable, evergreen content such as blog posts, videos, podcasts, or email campaigns; the use of influencer reviews or testimonials; social media posts; or the creation of educational webinars or online courses. By partnering with influencers in this way, companies can build brand awareness, credibility, and trust with their target audience, leading to increased traffic and leads over time.
Why Content Is Central to Your Evergreen Marketing Strategy.
As you can see from the above ideas Content is the cornerstone of evergreen marketing because it is the foundation upon which all other marketing efforts are built. By creating high-quality, valuable, and relevant content, businesses can establish themselves as thought leaders in their industry, build credibility and trust with their audience, and attract and retain customers over time.
Content is the driving force behind SEO, social media marketing, email marketing, influencer marketing. It’s the central the way that businesses communicate their message and value proposition to their target audience, and it is the way that they attract and engage potential customers.
Content marketing is wonderfully flexible and can be repurposed and shared in multiple ways, making it a sustainable and cost-effective marketing strategy. This is why content is considered the cornerstone of evergreen marketing, and why it is so important for businesses to focus on creating high-quality content as part of their overall marketing strategy.
Evergreen Content Ideas
Here are a few ideas for the types of content you can utlise in your evergreen campaigns.
How-to guides or tutorials: These provide valuable information on how to do something, and are always relevant as long as the information is accurate.
Industry insights or expert advice: Providing valuable insights or expert advice on a particular industry or topic can establish a business as a thought leader and provide value to readers.
Resource lists or tool roundups: These provide a curated list of resources or tools that can be useful to readers, and are always relevant as long as the resources or tools are still useful.
FAQs or glossaries: These provide useful information on commonly asked questions or industry terms, and are always relevant as long as the information is accurate.
Historical or cultural articles: These provide information on historical events or cultural topics that are not tied to a specific time or trend, and can be interesting to readers for a long time
Evergreen Campaign Example
Here’s a specific example of an evergreen marketing campaign idea that you could try out for your own business:
Create a series of how-to guides or tutorials related to the business’s industry or product. These guides can provide valuable information on how to do something, and are always relevant as long as the information is accurate.
The business can promote these guides through social media, email marketing, and on their website. They can also offer the guides as a free resource to attract leads and nurture them through the sales funnel.
The business can also repurpose the guides into other formats, such as videos or podcasts, to reach a wider audience and increase engagement. By consistently providing valuable and relevant content through this campaign, the business can establish itself as a thought leader in its industry and build credibility and trust with its audience.
The Pros and Cons of an Evergreen Marketing Campaign
Pros of an evergreen marketing strategy:
Increased credibility and trust:
By consistently providing valuable and relevant content, businesses can establish themselves as thought leaders in their industry and build credibility and trust with their audience.
Increased traffic and leads:
By creating valuable content that addresses the needs and interests of the target audience, businesses can increase their chances of ranking highly in search engine results and attracting and converting leads.
Increased customer loyalty and retention:
By providing valuable and relevant content to customers, businesses can nurture leads and retain customers over time, leading to increased loyalty and engagement.
Cost-effective and sustainable:
An evergreen marketing strategy allows businesses to create a solid foundation of valuable content that can be shared and repurposed over time, saving time and resources and allowing businesses to focus on other important aspects of their business.
Cons of an evergreen marketing strategy:
Takes time to build:
An evergreen marketing strategy requires a long-term commitment and can take time to build and see results.
Requires consistent effort:
An evergreen marketing strategy requires consistent effort to create and promote valuable content, which can be resource-intensive, making them more difficult for small business to use cost effectively.
May not be as attention-grabbing as more timely or trend-based marketing:
Since evergreen content is not tied to a specific time or trend, it may not be as attention-grabbing as more timely or trend-based marketing efforts.
May not appeal to all audiences:
Depending on the target audience, evergreen content may not always appeal to everyone, and may require additional marketing efforts to reach a wider audience.
Everygreen Marketing Frequently Asked Questions [FAQ]
Is evergreen marketing expensive? – Evergreen campaigns can be as expensive or inexpensive as a business wants it to be. It all depends on the resources and efforts that the business is willing to put into it. Creating high-quality, valuable, and relevant content can be resource-intensive and may require the hiring of additional staff or freelance writers
What is an evergreen sales funnel? – An evergreen sales funnel is a long-term marketing and sales strategy that focuses on attracting and nurturing leads over time, rather than just focusing on short-term conversions.
Does everygreenmarketing work for all industries? – Evergreen marketing can work for all industries, as long as the business is willing to commit to creating and promoting valuable, relevant, and timeless content that addresses the needs and interests of the target audience.
Can you use software to help with your evergreen marketing? Yes the best software to help with evergreen marketing is CMS. A content management system (CMS) is a software platform that allows businesses to create, edit, and publish content on their website. CMSs are commonly used to manage websites and blogs, and allow businesses to easily add, edit, and delete content without requiring technical knowledge of HTML or web design.
How Content Management Software Can Help!
A content management system (CMS) can help businesses manage their evergreen marketing efforts by providing a user-friendly platform for creating, editing, and publishing content on their website. This can save businesses time and resources that would otherwise be spent on technical tasks such as HTML coding or web design.
A CMS can also help businesses organize and manage their evergreen content through categories, tags, and other metadata, making it easier to find and share that content with their audience. They can also use templates and themes to customize the appearance of their website and make it more visually appealing to their target audience.
In addition, many CMSs have features such as plug-ins or integrations that allow businesses to connect their website to other marketing tools and platforms, such as social media, email marketing, or analytics software. This can help businesses more effectively promote and track their evergreen content and measure its success.
Overall, a CMS is a useful tool for businesses that want to create and manage their own website or blog and share valuable, relevant, and timeless content as part of their evergreen marketing efforts.
Best Content Management Software
There are hundreds of great content management tools in the market, but here are some of the industry leaders to get you started.
WordPress – WordPress is the most popular CMS in the world, with a user-friendly interface and a wide range of templates, themes, and plug-ins that allow businesses to customize the appearance and functionality of their website. It is suitable for businesses of all sizes and industries. (https://wordpress.org/)
Joomla – Joomla is a CMS that is suitable for businesses of all sizes and industries. It has a user-friendly interface and a range of templates, extensions, and modules that allow businesses to customize the appearance and functionality of their website. (https://www.joomla.org/)
Drupal – Drupal is a CMS that is suitable for businesses of all sizes and industries. It has a user-friendly interface and a range of templates, modules, and themes that allow businesses to customize the appearance and functionality of their website. (https://www.drupal.org/)
Squarespace – Squarespace is a CMS that is suitable for businesses of all sizes and industries. It has a user-friendly interface and a range of templates and design options that allow businesses to easily create and manage their website. (https://www.squarespace.com/)
Wix – Wix is a CMS that is suitable for businesses of all sizes and industries. It has a user-friendly interface and a range of templates, design options, and integrations that allow businesses to easily create and manage their website. (https://www.wix.com/)
Find alternative content management and web builders on the serchen marketplace here
Conclusion
An evergreen marketing strategy is a valuable and sustainable approach for businesses of all sizes and industries. By creating valuable, relevant, and timeless content that addresses the needs and interests of the target audience, businesses can attract and retain customers over time, and build credibility and trust with their audience.
An evergreen marketing strategy can be implemented through various channels, such as content marketing, SEO, social media marketing, email marketing, influencer marketing, and webinars or online courses. By consistently providing valuable and relevant content through these channels, businesses can establish themselves as thought leaders in their industry and nurture leads through the sales funnel!
