How to create evergreen content to boost your social media strategy 0 730

No social media strategy is complete without evergreen posts to help balance your content calendar. They are the posts that cover topics that will remain relevant for your readers, over time, even if they are new followers who have just found your social media channels.

For someone with a news background, like me, understanding the basics of evergreen articles has always come easily.  This is exactly what journalists frequently have to do: we have to create both contemporary, factual content and evergreen features that can be used when the contemporary content is lacking in quantity or quality.

Think of a fashion magazine, for example.

Every issue will explore articles focused on current trends or pop culture fads. You can expect an issue to almost certainly bring you features on the latest clothing collections, and maybe even a perfume launched by a singer or football player.

However, the content that makes you keep a magazine as you know you will read it again later, or lend it to a friend, are the articles with a much longer shelf life because good quality evergreen content has almost no expiry date.

Have you noticed how beauty tutorials, how-to lists, and DIY videos never seem to age?.

Maybe talking about Kylie Jenner’s lipstick range won’t add much to your content strategy for Instagram. However, it is possible for a very wide range of businesses to create evergreen content about family, saving money, careers, travel, or adopting a sustainable lifestyle – just to name five very relatable topics. The trick, when using topics with such broad appeal as the foundation of your evergreen content, is to deliver it in a unique way, is committed to your brand’s voice, and making it useful for as long as possible, so your posts don’t become rapidly disposable.

Remember a very important SEO rule: the longer your post is relevant, the longer it will keep bringing traffic to it.

Let’s look at some inspiring tips to create long-lasting content?

 

Leverage excerpts from previous content

“Reuse long-form items, such as blogs or videos, to create timeless pieces to be used in the future. From infographics to quotes, which can summarize or emphasize a relevant topic, there is always useful information you can lift, from already published long-form material, and turn it into evergreen content.”

Amy Hernandez – Public Relations Manager at ElectrIQ Marketing.

 

Tap into your brand’s core values

“Sharing your brand’s purpose or core values on social media is an effective way to promote long-lasting, evergreen content. In theory, your purpose and core values won’t change too much over time, so telling stories that bring what your company stands for to life will withstand the test of time. Establishing a core value theme on social media will not only help ensure you are regularly sharing this type of content, but will also educate prospective customers about your brand.”

Lisa Hirst Carnes – COO at www.arcstone.com

 

Use Google trends to find topics

“Since we started our business, we have focused on generating evergreen content for our blog and social media. In our experience, the most important step for creating evergreen content is to identify the good evergreen subject matter. A great way to do this is to use Google Trends to check the trend line of the subject matter. If Google Trends shows consistent interest in the subject matter over the course of months or years, you have likely found a good subject. Alternatively, if Google Trends shows peaks and valleys, the subject matter is likely more on the trendy side and may not be suitable for evergreen content. Once you have identified the right subject matter, make the content as complete and comprehensive as possible, so that it becomes the go-to content for anyone interested in that subject matter.”

Jessica Rose – Chief Executive Officer at www.copperh2o.com

 

Create useful DIY posts

“People love learning new things that are easy to understand, and almost every niche can find a relevant how-to to push out to their audience a few times a year. You can also add a caption to it, such as, “Back by popular demand!” to grab attention and acknowledge that you realize it has been posted before.

Another evergreen idea would be historical posts. A great example would be a “this day in” history article. Unless a big new discovery changes what we know about that historical event, it will still be applicable that day every year.”

Camille Chulick – Co-Founder at averraglow.com

 

Create a mind map to address essential points

“Focus on content related to the core issues of your niche and create a mind map to write approximately four essential points that will always be of concern. Then, for each essential point of interest in your niche, list as many spin-off article ideas as you can think of. Once you have your list of article ideas, go back and cross off anything that wouldn’t make sense a couple of years ago. If it would not make sense two years ago because it involved current events, it is likely that it won’t be relevant 24 months from now and shouldn’t be considered as evergreen content.”

Morgan Taylor – Chief Marketing Officer at www.letmebank.com

 

Research keywords for your industry

“One tip I have is to do some keyword research around some evergreen topics you have in mind for your industry. Look for keywords that have consistent search intent (e.g. are not seasonal or declining in search results). The idea here is to discover trends that people are searching for on a regular basis. Additionally, doing this research on keywords can lead you to find new inspiration from similar keywords you’re researching.
Even though keywords may not be super relevant for social media, it’s a great way to discover relevant topics to create evergreen content around.”

Katie Fellenz – Head of Marketing at www.trustandwill.com

 

Elevate your strategy with user-generated content

“By using UGC, be it testimonials, questions, staff contributions, stories, or images sent by customers, your users become brand advocates and will engage in positive word-of-mouth marketing.

Besides being cost-effective, user-generated content is the most authentic, trustworthy, and reliable form of content available across the digital space. It is driven by users’ real experiences and 90% of users trust UGC to influence their buying decisions.”

Daniel Thomas – Co-founder at www.tt-creative.com

 

Check the performance of previous content

“The best way to create quality evergreen content is to study previously published content that still makes a massive impact on your social media platform’s engagement metrics, despite being posted a long time ago.

When you find such posts, the chances are high that there are similar characteristics shared between these evergreen posts. Once you identify them, you can incorporate those elements into future posts to increase the frequency of evergreen content in your social media channels.”

Yaniv Masjedi – CMO at www.nextiva.com

 

Choose a topic that solves problems

“Evergreen content requires time but is worth every effort.
FAQ articles, videos, and posts are must-haves for your social media strategy. They are efficient evergreen content that helps guide users towards a more informed understanding of your product or service. If an instruction or feature changes, don’t forget to upgrade and ‘refresh’. Doing this will keep your content fresh and relevant and, besides your audience, search engines will also continue to value it.”

Supriya Agnihotri  Brand Communications Manager at www.surveysensum.com

 

#DigitalMarketing #ContentMarketing #EvergreenContent #SocialMedia #ContentCreation

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Marcio Delgado is a Journalist, speaker and a Content Producer working with brands and publications in the UK and Latin America.

Social committee proposes EU regulation on influencers 0 69

Perceived by consumers as closer, more authentic and more trustable than traditional advertising or celebrity endorsement, content creators are attracting more brand investment than ever: in 2022 alone, influencer marketing spend jumped from 3.69 billion to 4.14 billion in the U.S., according to data released by American inbound marketing platform Hubspot. The amount of cash trading hands pushed authorities to set standards for the Influencer marketing industry early on. So much so that, in the USA, influencer marketing is considered regulated since 2009, when the Federal Trade Commission (FTC) published for the first time a set of endorsement guides on sponsored content posted by content creators on behalf of brands – including influencers being required to disclose their relationships with companies in a clear way.

Over to Europe, the rules are not as clear.

Unlike traditional advertising, which is subject to very strict rules, influencer advertising can fall through the cracks of ad disclosure. The commercial nature of influencer posts is not always identifiable, with ads featuring alongside similarly styled, but independent editorial content. Companies using influencers as ambassadors for their products and brands also have greater freedom than in conventional advertising.

Now the European Economic and Social Committee (EESC), a consultative body of the European Union, is trying to reduce the lack of transparency often seen in influencer marketing by proposing that the EU should set specific obligations for both, the administrators of the video-sharing platforms and social media networks on which influencers operate, and for content creators and influencers themselves.

The basic principle of the proposal is that advertisers should leave consumers in no doubt that what they are engaging with is advertising. And they should not mislead consumers or cause serious offence.

“EU already has some mechanisms in place to deal with influencers, which are covered by legislation on both advertisers and sellers/traders. However, we think it would be desirable to have a comprehensive approach given the fast rise of this phenomenon.”, says Bernardo Hernández Bataller, a councilor of the European Economic and Social Committee since 1994. “We would need specific regulation to cover the rights and obligations of the people involved, so that all legal operators and consumers know exactly what is and what is not acceptable.”

Some Member States have gone it alone (France, Spain and the Belgian region of Flanders). But, accord to the recent proposal, a “hard core” of EU rules would be more effective. The EESC argues that it would leave no loopholes allowing different Member States to take a softer line.

The list of suggestions to be adopted by influencers in all 27 member states of the European Union includes it being mandatory for content creators to include a prominent label upfront to highlight that a post is a marketing communication. They would then be liable if they fail to make it sufficiently clear when they are being paid to endorse or promote a product or service.

The proposal highlights that platform administrators and social media networks should also be liable for content published by the content creators and influencers they host, as well as have an obligation to take down illegal content and report illegal activity.

Other issues surrounding influencer marketing featured throughout the report includes the frequent use of child influencers. Concerns regarding content creators as a trade and if their position should be covered by employment laws are also mentioned.

“What about the tax issues raised by influencer advertising? How should we tax influencer income and the profits influencers generate? How should we tax the added value they create?, asks Stefano Palmieri, co-rapporteur.

Even if approved, a new set of rules doesn’t necessary mean that brands and content creators will follow them. In France, in a study of 60 influencers and influencer agencies from January 2023, the French General Directorate of Competition, Consumer Affairs and Fraud Control (DGCCRF) showed that 60% did not respect the regulations on advertising and consumer rights.

And in the UK, compliance with labelling requirements when it comes to Influencer Marketing remains low. In 2021, the Advertising Standards Authority (ASA) published an analysis of more than 24,000 Instagram Stories. Of the 5,700 it considered to be marketing material, nearly two-thirds were not clearly identifiable as such.

How is Coronavirus affecting content creators’ income? 0 614

It is official: we are four months into 2020, and a lot has changed since the last time content creators ventured out of their houses for a photoshoot, or to create a branded campaign from scratch.

From Asia to the USA, from Europe to Latin America, current travel restrictions and self-isolation recommendations mean that more people than ever before are working indoors, across all corners of the world, helping fight the spread of Covid-19.

So, how are influencers balancing life in quarantine, creativity restraints, and the loss of income generated by the global pandemic?

Matteo Castellotti – Ski instructor and blogger

Double Impact

“As a content creator and ski instructor, I have been doubly impacted because you need to be outdoors to carry out both activities, and, right now, it is not a possibility here in Italy.

It has been a month since the last time we were allowed out of the house properly, and the number of deaths caused by the coronavirus is worrying.

We try to remain courageous and support each other, but the truth is, we don’t know when all this will end, and life will be back to normal. Hopefully, everything will be resolved as soon as possible.”

Matteo Castellotti – Ski instructor and blogger

Renata Oliveira – Model and Lifestyle Influencer

Leveraging the Engagement Spike

“It affected me directly as I had worked with brands canceled, as well as a work trip carefully planned to take place during Easter that has been canceled.

I am very practical, though, and as I suddenly found myself at home with lots of extra time, I have dedicated my time to creating content that can help my followers through their quarantine.

From tips to recipes, I am doing whatever I can to keep my Instagram active and useful, besides leveraging the increase of traffic and engagement I have noticed since this novel coronavirus started to change people’s online habits.”

Renata Oliveira – Model and Lifestyle Influencer

Giovanni Aguayo – singer

Fitness Routine Dropped

“Although I love my two dogs, staying full time indoors with them is also driving me insane. I miss going to the gym – and for once, my fitness routine has totally dropped.

I’ve been trying to keep a healthy diet but, I’m just at home watching movies all day. I haven’t been back to work in 2 weeks, and I truly miss it, even seeing my co-workers and just people in general. As an influencer and content creator, the virus has had a kind of up and down effect; for example, I haven’t had any new products for product placement, but I have learned a couple of new things for myself. I’ve learned to dance more, keep in touch more with my family and friends (over FaceTime, of course). In fact, lately, I have been putting together a lot of dance videos, and have even learned a couple of choreographies.

The virus itself is horrible, and I wish it can go away soon, so we can continue with our normal lives and normal living and rebuild a financial structure. Tons of businesses have closed down here in Las Vegas, and hotels and casinos are all boarded up to keep people away.”

Giovanni Aguayo – singer

Dr. Bucandy Odetundun – Brand influencer and Medical Doctor

Negotiations On Hold

“I’m a stay at home mum, and I usually use the time when my son is at the nursery to create content for both my YouTube channel and my Instagram. However, right now, my son’s nursery is closed, so it is really difficult as he consumes most of my time.

It is not only affecting my creativity but my income, too. I had a few brands in which I was at an advanced stage of negotiations for an Influencer Marketing campaign before the lockdown. Unfortunately, they had to put everything on hold due to the unprecedented times.”

Dr. Bucandy Odetundun – Brand influencer and Medical Doctor

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