Evergreen Marketing – A Detailed Guide to Implement Marketing that Lasts
Never even heard about Evergreen Marketing? No problem, we’ve got you covered! To find out more, keep reading.
Being business owners and marketers, most of you would agree that marketing is a constant struggle. You have to keep up with ever-changing trends, algorithms, industry updates, and whatnot.
But we business owners have other important things to do as well…
Yeah, you guessed it right; SELLING and GROWING the business.
So how can you keep up with all this?
How can you keep your marketing campaigns fresh?
How can you make sure that your audience and content perpetually stay fresh?
And how can you make sure that your marketing campaigns work great for years; not just for a few days before inevitably hitting the wall?
Of course, there is a way out, but relevance is the key here. Only a few businesses are leveraging evergreen marketing techniques and staying on top of their marketing amidst all the chaos.
Some techniques are more relevant to specific businesses than others; some are more relevant at a particular time.
Chosen the right method, you can reap the desired benefits with relatively little drama, tragedies and fewer coffee cups on your table (fact: excessive coffee is not good for you, especially when you have a long term business plan to focus on).
The results in such cases are as refreshing and soothing as the picture above.
But are you aware of different marketing styles and tactics? Do you know what evergreen marketing is? No worries if you don’t know yet.
This article is all about Evergreen Marketing; keep reading to find out more.
Imagine this scenario:
A random visitor visits your site to read an article that you wrote eight months ago. A few weeks later, you receive an email telling you that the same person has bought the most highly-priced product/service you sell.
But here’s the best part: You DID NOT do anything during those few weeks, yet that random visitor kept moving through the funnel which was perfectly crafted and optimized for such results.
This, exactly, is what Evergreen Marketing does!
Where’d it come from? Where’d it go?
Marketing techniques that stay useful and relevant for a long, long time down the road with just a one-time effort, are referred to as EVERGREEN MARKETING techniques.
So while you are setting up the evergreen campaign only once, you can be sure to reap the benefits of your marketing for years to come.
“But what benefits?” you might be intrigued. The benefits you aim at, i.e., TRAFFIC, SALES, PROFITS, and GROWTH.
So in a nutshell, when your marketing efforts reap timeless output and lasting benefits, you are using Evergreen Marketing.
Such campaigns master the art of STANDING THE TEST OF TIME and continue to produce the results that matter the most to your business.
The concept is derived from Evergreen plants – the plants that stay fresh and blooming all through the year after they are planted.
Why do you make use of the term Evergreen Marketing or its practicality for that matter?
Setting up a campaign once and reaping the benefits later for a long time is undoubtedly tempting. It is the best time-saving measure you can take.
As a marketer, you have many vital areas to spare the time you save off of not having to constantly update a campaign, idea, or program.
Duncan Jones talks about many other benefits of using Evergreen marketing in addition to its time and cost-effectiveness.
According to him, Evergreen marketing is great for split-testing different campaigns, especially when the campaigns involve broader audiences. This has proved to be beneficial for optimizing such campaigns for better results over time.
He also points out the fact that automated evergreen marketing (you design a strategy and put the execution on auto-pilot) could further brew you saved time, money, and increase your ROI on a larger scale as your content is continuously going out to those it is meant for.
What marketing efforts can go evergreen? What is it limited to?
The concept isn’t really limited to anything at all.
The idea of evergreen marketing begins with your brand name and the identity you create and involves all your marketing efforts in every dimension.
For instance, you do not intend to keep updating your brand name every now and then. Do you?
The one you finalize before brand registration continues to be its identity for decades. So naming the brand becomes a part of your evergreen marketing plan.
And the same goes for your logo. You won’t be putting in efforts to change your logo as your brand evolves.
You put in one-time effort to design and create the logo, so it becomes the brand identity for the rest of your brand’s life (with minor tweaks here and there over time).
Where else can you apply evergreen marketing Principles?
These principles are equally valid in any marketing campaign. Duncan Jones has pointed out the following areas:
- Content Marketing
- Email Marketing
More examples of Evergreen content
Neil Patel mentions the following type of material to be the BEST examples of evergreen content:
- Case studies
- Definitions and Explanations
- How to-Articles
- Non-tech articles dealing with behavior, attitude or personal characteristics
Stephanie Knapps classified the content as evergreen and trendy (that is NOT evergreen), and we have rebuked her idea with these reasons.
|Breaking news articles: These articles are based on news that is relevant for a short period.||How to guides & tutorials: “How to create a killing Marketing Strategy” is not limited or dependent on a day of the week, the month of year or year of a decade.|
|Content specific to holidays/particular time of the year: Holidays do not last the whole year, nor is the content for one particular time of year necessarily relevant for the rest of the year.||Testimonials & reviews: You do not need to look for a testimonial from the same day or month to check the performance of a product or service. In fact, the reviews over time justify the performance better.|
|Commentary on pop-culture or trends: Pop culture constantly evolves so it doesn’t remain useful year-round.||Glossaries: They would continue to be needed, no matter how old they have become, as long as the terms explained are still being searched for.|
|Stats often requiring updates: Once updated stats render the older ones irrelevant and obsolete.||History of posts: The history of a post would continue to be made as each day passes and would not depend on a particular time to be relevant or useful.|
That’s still not all. What’s more?
The significance of evergreen marketing could be made clearer from the fact that Neil Patel states not producing evergreen content as “one of the nine mistakes you might be making with your content strategy.” In another blog post, he talks in detail about ensuring that your blog posts are evergreen.
Is this a practical approach?
Consider this scenario:
You are launching a new line of T-shirts with quotes/images inspired by historical events.
There can be more than one way you decide to market your products.
You choose to promote an individual event. Each event’s tee becomes popular close to the date of the event each year. All the hype and all your marketing efforts and dollars would almost keep going down the drain for the rest of the year because people wouldn’t be much interested.
So what’s the other option?
You make sure to have many events to cover the whole year and create one campaign to promote them all together. That one campaign would reap you the benefits around the year [and next year (if the product is popular) and next and next and so on (if the product remains popular by then)].
So all you did in the second case was choose an evergreen marketing trick to save yourself some time and bucks for many years. You decided to target a massive audience with one campaign (Beware! This is NOT the best marketing technique in every situation).
Or consider the following cases:
You want to produce a piece of content for your blog on best marketing techniques. You keep in mind all the essentials to keep your blog post highly ranked in Search Engine Result Pages (SERPs).
And you didn’t forget to add relevant images, videos, and almost all your favorite tricks for it to be appreciated and keenly read. Very cunningly, you have decided to add the year in the title to appeal to the audience.
You have succeeded in creating a masterpiece that has everything people are looking for, grabbing the attention of most readers with the catchy headline *10 best-actionable marketing techniques in the year 2019*.
The blog starts driving traffic from the beginning of January and might actually perform way better the following month. You just followed a huge trend and guess what; the results are dazzling you already. What a big hit!
You’re surprised by the increase in traffic each month until you begin to notice a slight change in the trend.
As the 3rd quarter of the year draws near, you sadly begin to see a decline in traffic. The decline becomes more prominent each month until you hit the last quarter with a very non-fascinating graph.
January 2020 strikes you hard with almost no traffic at all. What just happened?
Your content marketing strategy just backfired.
Where did you go wrong?
DID SOMEONE JUST COME UP WITH BETTER TECHNIQUES THAN YOURS?
No, but someone probably came up with a BETTER CATCHY TITLE NOT RESTRICTED WITH A TIME LIMIT.
So the people who were finding your techniques highly relevant in 2019 find them rather obsolete now.
But the heading for the second post *10 best-actionable marketing techniques of all time* would remain relevant year after year.
The content for both the posts might somewhat be the same, but the choice of title renders one of them timeless, relevant, and useful for many years to come. The second blog could also be updated each year with changing trends to stay relevant.
Someone has produced evergreen content in your competition.
And so, it would successfully continue to draw attention and traffic all the following years while you just lost all your traffic by the end of 2019.
Because someone else successfully applied evergreen marketing techniques to his business while you were busy making your 2019 successful with your marketing efforts.
So, how can you make your content evergreen?
In Neil Patel’s opinion, there are ways you can give a lasting touch to your content to make it relevant and useful for a long time:
1- Adding the original publishing date to the article. The timeline has to begin somewhere, and if it doesn’t, your content is lacking the authenticity even though it is authentic.
2- Updating the content as and when required based on the latest developments in the industry. That’s how it stays relevant for longer.
3- Making readers aware that the content has been updated. That’s how they’ll find it as relevant today as it was yesterday.
4- If the update requires a massive change, create a new blog post and backlink it to this post explaining the reason for your latest creation.
Real world examples – Canz Marketing
Let us break it down to you with practical examples from our website.
Our “Blog” section is full of content that has been continuously updated as and when required. The blogs cover a variety of topics but primarily provide value to the people from a marketing or business background.
Our marketing strategy is based on a combination of tactics, especially the production of a mix of trendy and evergreen content.
So look at the following examples, fresh from our website:
While this seems like a great help for people looking for top Artificial Startups for the current year, the topic would go useless for the people looking for the same in the following years. This is an example of a trendy topic that would stay relevant and useful for only a year at most.
Though it is a great step-by-step SEO audit guide, it is built on the situation, rules, and regulations valid for 2019. Why would a user want to read outdated, worn out data in 2020, especially when there’d be a ton of updated information out there?
Similarly, the tips for better sales performances based on 2019 scenarios might not make for a great and valid document in 2020.
So, these are just some of the examples of trendy content topics that can bring you loads of traffic. But, based on the content, they would almost be useless in the years to come.
On the contrary, give the following examples a nice, long look:
The need for people looking for perfecting their website is not time-bound. It is a timeless masterpiece that would be needed by people at any time of any year.
Anyone planning a startup would be searching for Top SEO consultants regardless of the time they start off.
Bloggers are in a constant rush to gather ideas and actionable strategies to make their blogs draw more traffic. No time, date, month, or year restrains applicable. It is one of the fantastic evergreen contents you’d find on our website.
Evergreen marketing is the application of marketing concepts to your business in such a way that your business in general benefits from the same, not just today but for years to come.
You can’t rely solely on evergreen marketing for any business. Instead, your marketing is a combination of different techniques. Some businesses, especially the seasonal ones, might not have to use the power of this kind of marketing while others would need it more often.
It’s your time to tell us what your marketing style is like? How relevant is it to your business?
Let us know what you think!