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Together, we can help everyone to love later life Marketing Week Content Strategy 2.0 30 June 2015 Rob Mansfield @robram Why your evergreen content really matters
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Together, we can help everyone to love later life
Marketing Week Content Strategy 2.0
30 June 2015
Rob Mansfield
@robram
Why your evergreen content really matters
What I won’t tell you today
Rocket science
@robram
Shock of the ‘new’
@robram
01- What is it and why is it so important?
- How do you go about creating it?
- What should it look like?
- How do you keep people coming back to
your content?
Evergreen content
@robram
Look closely at your traffic No matter how much ‘viral content’ we attempt to
create, all our sites have their workhorses
Yours may be regularly in the Top 10, definitely in
the Top 20
They’re easy to overlook,
because they’re very rarely
the ‘sexy content’
Evergreen content tends to
be informational
Track your traffic
@robram
The importance of evergreeno It’s always in demand
o It does good Google SERPs
o It’s not reliant on a specific event or time of year
o It takes far less effort than the shiny
new stuff
o You’re less likely to be competing with
everyone else
Why should I bother?
In 1906, Vilfredo Pareto came up with his famous principle
Who’s this?
@robram
Feeling smug?
02- What is it and why is it so important?
- How do you go about creating it?
- What should it look like?
- How do you keep people coming back
to your content?
Evergreen content
@robram
What’s your evergreen content?Now you know what it is and why you should bother,
there’s a bit of detective work involved
o Think ‘useful’
o Check internal search logs
o Comb back through monthly traffic
reports
o What’s ‘your’ USP?
Find your USP
@robram
But most importantly…What do your users want?
o Talk to your customers
o Interrogate your partners
o Carry out focus groups
o Don’t think you know better than
them – if you do, then you’re
likely to choose the wrong topics
It’s all about the users
@robram
Make use of the whole company
Collaborate
You are NOT an island!
o Make a list of your topics and go find the experts
elsewhere to create the content
o You can edit and tweak
once they produce
the goods
03- What is it and why is it so important?
- How do you go about creating it?
- What should it look like?
- How do you keep people coming back to your
content?
Evergreen content
@robram
Innovate and iterate
Innovate
You won’t get it right on the first hit
o Choose things that you think will work and give them
a try
o It’ll take time to rise up the Google rankings, so
always look for a new opening
o If it doesn’t work, go back to the
drawing board
@robram
Think formatsLook at different ways of displaying your content
o ‘How to’ guides: YouTube is full of them
o Beginners guides
o Answer a question
o Curate
Formats
@robram
Even more formatsThese are just a few of the ways you can put content
together in different ways
o Make sense of a trend
o Lists: 10 reasons…
o Best in show
o Checklists
Formats (cont…)
Evergreen AND shareable
04- What is it and why is it so important?
- How do you go about creating it?
- What should it look like?
- How do you keep people coming
back to your content?
Evergreen content
@robram
Still feeling smug?
Can you repurpose it?
Repurpose
If it’s worked once, why not try it again in a
different format?
• Infographic
• Video
• Podcast
• Re-package for social
@robram
Get investigating
• How do people get there?
• Where do they go next?
• Check bounce rates
• How long do they spend on
the page?...
What’s the ROI?
Repurpose
• Convert them to something else
• It may be popular, but does it do any good?
• Run a survey
@robramDonor facts: https://gds.blog.gov.uk/2014/03/18/organ-donor-register/
In summary
Repurpose
• Find your USP and exploit it
• Listen to your users
• Iterate
• Measure the hell out of your content
@robram
