Create content that never gets old

There is a real knack to nailing that piece of content that will just keep on delivering for you.  Month after month, year after year, that one video or infographic that Google just loves and continues to serve up to searchers.

This really should form a big part of your content strategy, because if you can get it right, you’ll be able to sit back and watch it do its job while you sleep.

Do what are we talking about with ‘evergreen content’ and how do we identify it?

  • Consider what your audience needs to know.

Your social followers are there for a reason.  There is something they think you will be able to help them with.  So dig down into the very core of what your customers want.  Maybe it’s a go-to pancake tutorial that get churned out every Shrove Tuesday, or maybe a guide to managing your home finances that new-found grown-ups refer to on a monthly basis. 

  • Standing the test of time

Take care in your content not to reference the date it was created.  Don’t refer to ‘Christmas around the corner’ if it is made to be viewed at any time of the year.  Your content can serve you and your audience for years if crafted correctly.  So stay clear of dates and times, but go hard on long-lasting value.  For example, a camera tutorial video will be useful for as long as that camera is on sale and even longer in the second hand market.  

  • Remember to check in

Yes, I’m encouraging you to create low-maintenance, long-lasting content, but remember to check in every so often.  Set a date in your calendar to watch it back and make sure it’s still accurate. The world moves fast these days, software gets upgraded, current affairs permeate all aspects of life, and what your said 5 years ago could get you cancelled today. Just run a quick sense-check to make sure your content is still relevant, accurate and valuable today. If not, it’s a good time to update it.

While you’re considering your evergreen content, give me a shout on al@attnx.co.uk and let’s see if ATTNx can help you get your content strategy off the ground.

Alastair  Luke

Alastair Luke

Alastair Luke is founder of ATTNx. He creates blogs, video, graphics and audio content mostly on marketing and content creation for businesses and how to gain attention for brands in a busy social media age. He lives in Lisburn, Northern Ireland.

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