Marketing Viewpoint by Ruth Winett
Tips for Creating Evergreen Content
Increasingly, people rely on informative content, not advertisements, to learn about companies and products. As a result, 52 percent of B2B senior marketers plan to spend more than half of their 2015 budgets on digital content, up from 36 percent in 2014, according to a Regalix Study.
Content with Staying Power
To get the most mileage out of your digital content, include high quality evergreen content, or content that
The first type of evergreen content describes experiences:
The second type of evergreen content provides information:
"Content is the voice of your brand, and it is therefore important to allocate the respect, investment, and focus it requires," claims James Keady, digital marketing manager for McLaren Automotive in the UK.
To maximize marketing dollars, create and post digital content that will continue to be relevant for some time. To create effective evergreen content, you must identify your audience and know what information they need. If your audience consists of several segments, you may need different content for each segment.
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