1. Evergreen content delivers consistent growth over a long period of time
The Ebner Media Group hosts a large content universe with a plethora of news, reviews, reports, whitepapers, podcasts and videos. Sometimes it’s very difficult to justify the expenses for one content format over the other, often news will lead to traffic peaks on certain days but will fall short on others. Videos are expensive to produce and their audience effect ranges from minimal to fantastic, while whitepapers mainly are produced to generate leads. Evergreen content on the other hand promises to build a substantial amount of audience traffic consistently over a long period of time. Thus it’s easy to justify the expenses and assign resources accordingly. We’ve created a large evergreen schedule for watchtime.com with hundreds of content pieces for myriads of topics that cover every available watch perspective, from content for new watch collectors to advice for billionaires who already have large watches portfolios.
2. Evergreen content aligns great with social media
While writing evergreen content is a great and satisfying task for our team, it’s the social media dimension that adds a depth of user engagement that we’ve never seen before with news or standard content. When we share and re-share our evergreen content across all our social media channels, users react: they comment, like, forward or re-post the evergreen content up to 10-times as often as standard content. And the best thing is: they do so even if we’ve only updated the evergreen content with minor details. And they do so consistently, up to the point where our team is able to forecast user engagement metrics for the most popular evergreen topics.
3. One evergreen video generates ten pieces of additional content
Have you ever thought about the many content dimensions of a video? There’s a text which you can transcribe, a photo slideshow derived from still images taken from the video, an audio podcast based on the sound stream of the video, illustrations that have been used and can now be shared as separate images on social media, great quotes or important facts that can be turned into new content elements. If your team thinks of videos as mini evergreen content universes, then suddenly your video library really is a resource with thousands of content elements that can generate a large evergreen content database. Whenever I think about a video I now think about at least ten ways to turn that one video into many content elements.
4. Evergreens deliver great mobile growth
While the evergreen strategy has led to an increase in desktop and tablet audience traffic, it’s the mobile traffic that has skyrocketed. That’s not a surprise because our evergreens are written in a way that’s easy to read on smartphones. Because mobile content gets shared more often than desktop content on the Ebner websites, we’ve benefitted in two ways from the evergreen strategy: more Google traffic and more social media traffic on mobile devices.
5. Our evergreen formula: publish and repackage instead of print and forget
When your team publishes an evergreen the life of that content has only just begun. An evergreen has to be updated many times per year, with new information, new photos, videos, important facts, relevant details and other elements that will make users want to read, like, share or comment the content again.
6. Evergreens are editorial marketing platforms
Turn your editors into content marketeers: an excellent evergreen about an important topic will help the editor to promote your media brand, will elevate his persona, and will lead to an increased reputation for the whole team if you play this marketing perspective wisely. Share the evergreen content smartly on platforms such as LinkedIn or Slideshare, let your advertising partners know about it and publish press releases via your PR team or PR agency about evergreens that merit a broader B2B distribution.
7. The best five evergreens have more readers than our best 100 news
Yes, that’s true, and it not only works like that on watchtime.com. Many of the Ebner websites now generate more traffic with one evergreen than they do with the 20 best news.
8. Ebner’s evergreen strategy makes content planning very easy
All it takes to launch your own evergreen strategy is: Google Trends, an SEO/SEM keyword search database like Searchmetrics or Semrush.com, Excel, a searchable database of existing content tagged with keywords, and a dedicated evergreen editor. Once that editor has identified trendy keywords that deliver constant monthly or annual searches then the team can turn existing content for such topics into evergreens. They will update these evergreens based on the new evergreen schedule and will share them again and again and again via newsletters or social media. That’s it, there’s nothing more to it. All it takes are the aforementioned services and a consistent approach based on a coherent content strategy.
More like this
Back in 2014, Mary Meeker’s annual Internet Trend Report carried the theme of “re-imagining” throughout her presentation - from messaging and communications to services and money. When she spoke about re-imagining verticals, she shared how more and more companies are adopting an internet trifecta where success is defined as a combination of a critical mass of content + community + commerce.19th Jul 2019 Opinion
There’s a major problem facing communities everywhere — local news is losing the competition for advertisers to the duopoly (Facebook and Google). These two firms account for around 70 per cent of all digital ad spending globally, which has forced closures and cutbacks and severely threatened the future of journalism.20th Jun 2019 Opinion
In November 2018, we co-hosted an Insider event with FIPP in Argentina and Chile about the role and value of digital editions. Given the Latin American venue, I decided to use a local coming-of-age tradition - a quinceañero - the 15th birthday milestone when a girl transitions from a child into a young woman in the community.11th Apr 2019 Opinion
The acceptance of the need to turn data into valuable information has reached a tipping point and will accelerate in the next three years, writes Thomas Howie, COO of events software platform Evessio.11th Feb 2019 Opinion
As publishers face up to the existential threat posed by Covid-19, the last thing it needs is a self-inflicted wound. Yet, many working in distribution and the inflight sector fear that’s exactly what will happen unless there’s a concerted effort in the industry to debunk the myth that printed magazines are coronavirus super-spreaders.30th Jun 2020 Features
Meredith Corporation's Food & Wine will host its first-ever Food & Wine Classic at Home virtual event on Thursday, 23 July beginning at 4pm EDT at foodandwine.com/ClassicAtHome and featuring all-star talent including Martha Stewart, Jacques Pépin, Ayesha Curry, JJ Johnson, Stephanie Izard and Kwame Onwuachi.30th Jun 2020 Industry News
Here are two reasons eleven reasons why.29th Jun 2020 FIPP News
Former professional tennis player and now CEO and Chairman of the Executive Board of Ringier AG, Marc Walder, is among the now more than thirty speakers already confirmed for the 43rd FIPP World Congress.24th Jun 2020 FIPP News
[Sponsored by UPM Communication Papers] The urgency of climate change is clearly on people’s minds. Increased media coverage has helped stoke public awareness, while the clear need to strengthen the global response to this threat has led to the signing of the Paris Agreement1, which aims, among others, to limit global temperature rise to well below 2°C.30th Jun 2020 Insight News
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
What’s happening now, what’s coming next