Stop wasting time on single used, disposable content. Start creating evergreens.

In the last decades we have produced more and more plastics every year. Single used, disposable plastics. We have created so much plastic waste that we didn’t know what to do with it anymore. So we tried to educate people to recycle and reuse plastics. But we all know the best way to get rid of single used plastics is to not create it at all.

So why start an article on content with a lecture on plastics? Well, we are doing exactly the same with content. Marketers are creating so many single used, disposable pieces of content that it created a flood over all channels. A colleague of mine once called it the content soup, following the example of the plastic soup. The only difference is that we don’t pollute the oceans with this content. But we do waste our precious time, energy and money on disposable, timely content. Just to be ‘present’ or because companies lack a good long-term strategy and focus on the short-term goals.

But what if we put our efforts in creating evergreen content? Content that is inspiring and relevant to your audiences for a very, very long time? Not only when you, as a marketer, have to meet your targets. But because you are creating content that is relevant to members of your audience for the moment that they are open to it or have a need for it.

Try to think back to the content you have created in the last 24 months. How many pieces of that content are still relevant at some point in your audience’s journey? Have you created a database of evergreens for your own platform? Or did most of your time and budget go to creating and distributing timely campaigns? And if you have created evergreens, do you treat them alike? Or is it just content that has degraded to the dungeons of your website?

Invest in evergreen content

Let me compare this to the stock market. You wouldn’t put all your money on just one share for a short-term result. Would you? You will also invest in shares that will revenue on the long run. And of course, you’ll spread your money over different types of shares and funds. And you know what? Content is your future gold. Start investing now and you will see the results year on year. A beneficial side-effect is that it has a positive influence on your organic search results.

But how?

It’s not that hard. The only thing you have to realize is that not all of the content you create in quarter A is relevant to all audience members in that same quarter. When you invest in creating a database of evergreens, your audience can just as well consume content that was created in quarter A, in quarter B or C, or next year. Compare it to a Netflix series that is ready and waiting for audiences to binge all at once, or to consume piece by piece. Your audience decides when it wants to, feels like it or needs it. You only have to be ready.

Treat your content like evergreen content

Maybe you are already creating evergreens. But, as I mentioned before, you have to treat them like it. A common pitfall is the fact that a lot of marketers are using a current situation, like the Covid-19 crisis, as an approach for their topic. Nothing wrong with that, but can you also find a way to create this piece of content, or as I rather call it, this episode, in a way that you can still use it next year? That could be a twist of words, another intro paragraph, or in case of video an additional scene that can replace the one referring to the current situation.

Divide your time and budget into evergreens, audience growth and campaigns.

Expect the same content war for brands as is going on at the streaming market. Content is their gold. Without content a streaming service, nor a brand has value. So rethink your strategy and your budget. Can you divide it into three investments?

1. What percentage of your budget can be allocated to create evergreens?
2. And what percentage do you need to distribute content to grow your audience?
3. And what percentage do you need for timely, event based, or campaign based content?

The last investment can also be done with the evergreen content you have created. Just add context, news and time to it and distribute it. The more you focus on creating evergreens for the long term, and building audiences along the way, the more value your brand will gain over the years. And that is the most value stable investment you can get from your marketing budgets.