You know you need a marketing strategy if you have an online presence, like a writer, author, independent journalist, podcaster, or online business. When people say “marketing strategy,” social media is usually the first thing that comes to mind. But if you’re anything like me, you’re not a fan of social media for marketing. If that is you, I’m here to talk about evergreen marketing.
Keeping up with social media trends, the constant changes in different social media platforms, and always trying to beat the algorithm is exhausting. I’ve already tried it, and it hasn’t worked for me. This is because I wasn’t enjoying creating that content. If you’re not enjoying the content you’re creating for your audience, the marketing will flop, and your future clients won’t be able to connect with you because everything looks forced and not authentic.
This is why I’m here to discuss the importance of an evergreen marketing strategy. Evergreen marketing will sustain long-term business growth, ensure consistent relevance and value over time, and not burn you out.
What is an Evergreen Marketing Strategy?
Evergreen marketing strategy involves creating content that stays consistently relevant and valuable to your audience over time. This is different from trend-based marketing, like on social media, which centers around what’s currently trending or what everyone is talking about at that moment. However, after a few days, there will be a new trend, and your video or content will be outdated.
An evergreen marketing strategy is one that is designed for longevity. It offers solutions for timeless problems and addresses topics that will never lose importance. Some of the characteristics of evergreen content and strategy include:
- Timeless Relevance
- Sustainability
- High Search Potential
- Broad Audience Appeal
- Scalability
- Consistency in Performance
Content Example Include:
- Blog Post: 10 Tips for New Podcasters
- Videos: Tutorials like “How to Edit Podcasts with Audacity”
- eBook: A Podcaster’s Guide to SEO
Why is Evergreen Marketing Important?
One of the important aspects of evergreen content is its longevity. The content will remain relevant and continue to drive traffic for years to come. For example, I have a pin on Pinterest linked to my personal development newsletter about mentorship. It was published in 2021 and is still the best-performing pin that drives the most traffic to my Substack newsletter.
All marketing strategies may have some costs associated with content creation; however, evergreen marketing could be the most cost-effective because it reduces the amount of frequent content creation needed. For example, some small-business owners publish two SEO-friendly blog posts per month, and that works for their business.
Lastly, the scalability of evergreen marketing content is excellent because it is easy to repurpose it into other formats. For example, blog posts can be turned into podcast episodes and vice versa.
How to Develop an Evergreen Marketing Strategy
Here are five steps to developing an evergreen marketing strategy:
- Understand your audience: Identify their long-term needs and interests.
- Create timeless content by focusing on topics that don’t expire – for example, “How-to” guides, FAQs, and principles).
- Invest in SEO: By learning about SEO through courses and eBooks, or hire an SEO expert.
- Leverage Evergreen Platforms: Like Pinterest, Blogging, Podcasting, and Substack.
- Repurpose and Refresh Content: Make sure to update and adapt content to maintain relevance regularly.
In another blog post, I’ll discuss evergreen marketing strategies in detail and provide a list of them.
Common Mistakes to Avoid
You can focus on a few trendy content creations but don’t overload on them at the expense of evergreen material. Neglect to refresh and update evergreen content regularly. Lastly, ignore data and analytics that show long-term performance.
Conclusion
To me, evergreen marketing overpowers trendy marketing strategies because of its longevity. Running a business and/or managing a podcast takes a lot of time, and marketing takes more time, so I would want to invest my time in a place where I know I’ll get the most return on investment. As mentioned before, evergreen content can be found years later, unlike following trends, which become irrelevant after a few days.
If you have any questions or need help with this topic, feel free to email me at heidy@heidydelacruz.com
With Love, Heidy
Check out my SEO Guide and Free Podcasting Resources at – https://stan.store/heidydelacruz
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