The success of content marketing, as with digital marketing as a whole, is largely dependent on the strategy you choose to run with. When it comes to crafting a content strategy, one common point of contention is whether topical or evergreen content brings the best results.
But as audiences’ content consumption becomes more and more complex, it’s no longer a question of which one to use — finding the right mix between the two has become the more integral pursuit.
Below, we give you a rundown of what each one can do for your brand, its pros and cons, how to create it, and find the right mix.
What Is Topical Content?
Topical content (also referred to as seasonal or timely) is content that provides relevant, timely, and targeted information.
It can be time-based (based on specific seasons like summer) or event-based (Valentine’s, World Cup, St. Patrick’s Day). Despite being most relevant during a specific point in time, both can be planned ahead of time.
The Rise of Ephemeral Content
Last year, an even shorter-lived type of topical content came to prominence, as users shifted to producing and consuming ephemeral content.
In case you‘re unfamiliar with the term, ephemeral content are the Stories you see on platforms like Instagram, Facebook, and Snapchat—those that disappear after 24 hours.
Apart from having the benefits of typical seasonal content (relevance, timeliness), ephemeral content also brings with it a sense of authenticity and exclusivity that an increasing number of people have become inclined towards.
It also touches on audiences’ omnipresent FOMO, which makes clicking on those circles on the top of your feeds even more appealing, since it’ll be gone tomorrow.
What Is Evergreen Content?
In contrast to topical, evergreen content is designed to be always useful and of interest to audiences, and is unlikely to be immediately dated.
The idea behind this type of content is for it to be easily found by search engines, while always being relevant.Evergreen content should:
Address an industry pain point
Include keywords to optimize for search
Always be valuable to a target audience
Have citations and references to build trust
Tips For Creating Content
Now when we know the difference let’s dive in how to create and make use of these different content formats.
Apart from circling dates and events that you can produce content about, planning ahead to ensure that seasonal content is live and indexed before target dates is crucial to timing your content posting perfectly.
As pointed out by The Search Agency, search engine indexation can take time, so merely posting content about the NBA Finals a week before Game 1 may have already led to you missing the crucial window of opportunity.
I suggest that you give yourself around four to six months to strategize about that sweet spot of when to post.
There are tools available that can help you discover when seasonal interests peak and drop. These tools can provide you with information of what your target audience is searching for, and when they’re searching for it.
Google AdWords, for example, helps you find specific queries of your audience, and also allows you to segment the data by date and location.
When it comes to finding seasonal patterns, Google Trends is one of the most helpful tools you can use. By seeing when the search for a particular event (like Father’s Day) begins to gain momentum, falls, and rises back up again, you can get an idea of when best to time the posting of related content.
At first glance, certain events and holidays may not seem apt for certain brands. For instance, while it may not seem like a car maintenance business could pair with Valentine’s Day, content that reminds people to avoid breakdowns during a thoughtfully planned romantic date could get an audience’s attention.
Oreo may not be something you associate with a massive sporting event like the Super Bowl. But Oreo did a clever move during the Super Bowl power outage with their tweet. There are opportunities to be found if you just practice a little creativity. The tweet that said “you can still dunk in the dark” garnered 525 million earned impressions.
Grab their attention
You need to be able to catch, and more importantly, hold on to your audience’s attention within the first few seconds of your ephemeral content.
So if it’s about promoting a special offer, get straight to the point; if it’s a behind the scenes look at an event, let them know what they’re looking at. You have an extremely small window to make your content work for you, make every second count.
The yearning for more authenticity is one of the main reasons users have increasingly leaned towards consuming Stories.
While it’s important to catch their attention right away, you don’t have to worry yourself with overly curated content. Depending on your goals, sometimes, the more personal your content feels like, the more it’ll resonate with your audience.
Choose your topics wisely
You need to make sure that your topics qualify as evergreen. While it may sound simple, there’s bit of creativity required to doing so. This list of 100 evergreen content ideas will help to kickstart your creativity.
Kinsta gives a great example of how this manifests when it comes to an e-commerce site selling furniture. While you may think that writing blogs on specific designs and models, or even reviews on them would count as evergreen, they’re only valuable for as long as those products are available.
Alternatively, if you write a blog on “how to remove stains from a velvet sofa,” it adds to the lifecycle of the topic exponentially. On the same note, use the strategy of unpopular keywords to get even more value.
Buzzsumo, for example, allows you to type in a keyword and find articles related to it according to what’s most shared, trending now, and the backlinks included, among others. The same tools can also be used to analyze how your content is performing, and how to improve them.
Other userful tools: SEMrush and Google Trends. Once you have evergreen content ready, don’t forget to make most of it by sharing it multiple times to your social feeds using Hiplay.
Though evergreen content, by definition, is meant to last far longer than seasonal ones, it doesn’t mean that it shouldn’t be refreshed. This is particularly applicable to the resources you use. Make sure that stats or studies you cite are the most recent ones to ensure that your content stays relevant and valuable to your audience.
Another common issue is what some links or photos that you have used in the evergreen content might expire. You should revisit your posts from time to time and update links where needed.
Pros and Cons Topical ContentPro: Built-in interest
This is one of the main reasons seasonal content is so appealing to marketers. A well-crafted content on the “best summer holiday destinations” will always be something people will be attracted to as they begin to plan their vacations. The “best gadgets under $150,” when posted at the most opportune time, will be something audiences will find interesting as any gift-giving season nears.
Con: Tight competition
Of course, if you think that it’s a good idea to post “Top 10 Takeaways from the World Cup 2018,” an ocean of other people do too. And if you’re going to be running a seasonal campaign, not only is it going to be more expensive; you’re also going to have to deal with the high keyword competition. So if you want to get noticed when you jump on a seasonal bandwagon, you’re going to have to get ultra-creative.
Pro: Attracting new eyeballs
There are certain high-traffic seasons that will inevitably be good for your metrics, particularly if you take the time to properly plan the crafting and launch of your content. It’s a great way to attract new audiences that could potentially come back even when the seasons change.
Con: Trust is another matter
Yes, you might get extra traffic during certain seasons, but that doesn’t mean you’ve truly grown your reach. It takes time to build trust, so you need to make sure that you keep producing valuable content if you want to make those meandering eyeballs keep coming back.
Evergreen contentPro: It lasts longer
By design, evergreen content is meant to last longer than its seasonal counterparts. Compared to a holiday-specific content, there will always be eyeballs looking at updated guides, how to’s, and case studies. And when, for example, an industry development occurs, you can simply add on to the content by updating it.
Con: It doesn’t have traffic spikes
Grow Traffic made a good analogy of how evergreen traffic works—likening it to a long, low, shallow hill, with a steady incline for miles and miles and seemingly no end in sight. While that may be enough for certain marketing goals, it lacks the viral potential of seasonal content.
Pro: Beginner’s content is great
Creating useful evergreen content targeted for beginners is one of the most successful types for lasting content. It will always be valuable for people looking to learn how to use a particular tech and platform (for as long as it’s available).
Con: It’s not the same for expert’s content
When you write content for experts, there’s a good chance that you’ll run out of experts after a certain period of time. You could also come up with content that’s one of three things: perfect (gives even advanced users something to learn and pushes intermediate users to become advanced); too basic (contains knowledge that’s far too common); too advanced (relevant to just a very small audience).
Pro: You can always update it
As noted earlier, the ability to update it pertinent to industry developments will always be advantage of evergreen content. You’re not only able to keep the content relevant, you’re also able to maintain backlinks and existing traffic.
Con: Ideas become harder to come by
Similar to how creating a content that’s too perfect can be detrimental in the long run, having a great evergreen content strategy can also become a disadvantage when brainstorming ideas become more difficult as you produce more content.
Finding The Right Mix
There may be debates about which type of content brings more traffic, but most experts are in agreement that a well-rounded campaign–one that gives off the sense that you have a complete perspective of your audience’s needs and interests–can allow you to reap the benefits of both, while telling the whole story. Here are some excellent guide questions you can ask your team to help you come up with both types of content.
For seasonal ideas: What is broader context? Are there bigger trends behind a topic/event that can be explored? Does this topic/event have a greater impact on the public?
For evergreen ideas: What examples are there that help illustrate the point? How can you translate those ideas into something audiences can relate to?
Answering these questions can lead you to a path to crafting a campaign idea that has enough assets to create the short-term hype and buzz (seasonal content), while having the potential for long-term conversions (evergreen content).
As with all marketing strategies, the key to success is experimenting, measuring, and finding out what works best for you depending on your goals. Whichever type you end up being heavy on, make sure that all content is of high value and quality. This is ultimately what keeps your audiences coming back for more.
One of the most dazzling facts about the social media is just how deeply its success is rooted in basic human behavioral psychology. Sure, from a rational standpoint, vanity metrics such as shares, likes and, comments don’t directly generate any value, however, they do go above and beyond to boost one’s self-esteem and influence the way in which a massive body of demographics thinks and behaves.
For instance, imagine a scenario where two products were displayed on the same Facebook page and one has ten times the likes of its counterparts. Any visitor to the page would automatically assume that this is the product that boasts more sales, when, in reality, it doesn’t have to be so. Still, this example alone more than proves that these ‘vanity metrics’ maybe do have some power over the mindsets of your customers. In other words, despite what their name might be suggesting, they seem to affect more than just vanity of the parties involved.
That being said, it is more than clear that every single social media marketing tactic heavily relies on psychology. Therefore, discovering and exploring these bonds may do wonders for your understanding of how these strategies work, as well as enable you to utilize them more efficiently. All in all, here are some basics.
Why do people share
By making your content more shareable, you can effortlessly expand your reach and get a combination of free-social media promotion and a word of mouth (WOM) recommendation. However, in order to learn how to make your content share-friendly, you must first know why people share, in the first place.
While there are a lot of reasons, there are several major ones that definitely stand out. First of all, people share content they identify with in order to define who they are in the online environment. Next, people tend to share informational videos, especially if they believe it could be of value to someone they are close with or if someone they know might recognize a few of their own beliefs or core values in them. Therefore, making your content relatable might help boost your outreach.
Another benefit of making relatable content lies in the fact that some people share in order to connect with people who feel the same. In other words, they are using your content as the beacon to rally all those like-minded currently in hiding. For this reason, it might be a good idea to be a bit more general, rather than specific, while making your content (in order to cover more ground).
Finally, some people share in order to support a cause. This happens for one of two reasons:
to support a cause they find worthy
to use this as a way of increasing their own engagement and in this way boost their own feeling of self-worth.
For this reason, following latest trends and happenings around the globe might be worth your while. Keep in mind, though, that no matter how counterintuitive this may sound, disasters and controversial topics usually see higher engagement rates than their moderate counterparts.
The sense of belonging
Even though they are supposed to bring people together by default, it is quite easy to feel like you are missing out on something on social networks. By creating a compelling online brand, you can easily drive more and more audience your way and even present your community of clients as a group that your target demographic will want to be associated with.
“Be yourself, everyone else is already taken.” Oscar Wilde
According to experts dealing with custom web design, this starts with an increased online exposure but needs to be followed up with a unique way of standing out. This entails numerous advertising and digital marketing techniques all working together in order to create a homogenous entity of brand and consumers.
A picture is worth 60,000 words
The next thing you should know of is the fact that a human mind has the ability to process an image about 60,000 times faster than a textual content. This is why about 90 percent of all information we receive is visual. Moreover, it is a well-known fact that 8 out of 10 people don’t bother to read past the headlines, which creates a kind of an awkward situation when it comes to content marketing. While some authors suggest that making text skim-friendly may boost these numbers, it is far more efficient to enhance the immersion of the reader with a nice picture.
On the other hand, in the age of mobile devices, you need to make sure that the image you use is properly optimized across various devices. Luckily, this doesn’t take much time and can even be completely automated, provided you find the right digital tools for the job.
Try capturing an emotion
Another thing you should definitely try out is capturing an emotion. You see, one of the reasons why testimonials are so efficient is the fact that it is much easier to put together a face of a smiling, satisfied customer with a great service, than any kind of textual recommendation. This is one of the things you might want to aim for in your content.
Image source whatsyourgrief.com
While it is obvious that this mostly refers to a visual content such as video and image, capturing an emotion in a text is far from impossible. Still, it requires a lot of skill and talent.
One step at a time
Keep in mind that not everyone is ready to become a paying customer right away. You see, the buying cycle has several different stages but it always starts at the same place. The first impression that your brand makes on them needs to be as positive as possible. Furthermore, in order to get one foot in the door, without startling them off with a hard-sell approach, you might want to present your audience with an opportunity to make a small commitment before they are ready to make a major one. Luckily for you, social media is filled with such opportunities, seeing as how liking, commenting and following takes no effort whatsoever.
At the end of the day, there are many other secrets you could exploit. Some honorable mentions are using influencers to emulate gratification from your client’s superiors or using storytelling techniques to win your clients over. Regardless of what approach you decide to take; you need to keep in mind that the key to a successful social media marketing campaign lies in appealing to the emotional (rather than rational) side of your audience’s mind. As Maya Angelou once said: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel”. Needless to say, this inspirational quote needs to be a core principle of any successful social media marketing campaign.
Social media marketing seems to be something very common for you. Right? Well, why shouldn’t it be even? Almost 7 out of every 10 companies in the United States of America are opting for social media as a prominent platform to market their businesses.
And, when it comes to various such social media networks like Facebook, Twitter, Instagram, Snapchat etc., the first one holds an utmost importance. Yes! I am talking about Facebook. A buzzing name that almost every individual in the society is aware of nowadays. There are almost no less than one billion Facebook users in the world.
Moreover, just a few years ago, there has been a promising addition to the Facebook. And, that is nothing but the Facebook Messenger through which you usually have personal communications with your friends.
But, for the businesses, the Messenger is a lot more than just a messaging app. It came up as a significant opportunity for every genre of business to communicate with their prospective and potential customers while adding a yet more personal touch.
I am here to share some effective Facebook Messenger marketing strategy hacks that could further help you boost up your business. Just take a glance over!
1. Put Ads on the Messenger
In 2016, Facebook rolled out Messenger ads. And, no doubt, there was a genuine reason behind that. Want to know what? Then, just check out the chart underneath from Business Insider and you would certainly get a clear idea.It is evident from the aforementioned graph that the use of four messaging apps by the users has passed off the use of four social networking apps. In the contemporary times, almost more than 1 billion people are using Facebook Messenger.
So, if you put up your ads relevant to the products or services that you want to sell in such a buzzing messaging app (of course, Facebook Messenger!) then those advertisements would have better chances of being viewed by a huge number of your customers.
Also, there are two kinds of Facebook Messenger ads that you can go for. Want to know about them? Then, just read ahead!
You can post such ads in the news feed section. If you intend to create them on Ads Manager then you would find an option for destination ads at the ad level. Although it looks like a normal ad, still you can add images, slideshow, facebook video. When customers would click such ad links then they will be redirected to a Facebook message.
Sponsored ads directly appear inside the inbox of the Facebook Messenger. You can send the lucrative promotional messages to your prospective customers through such ads. If you want to create such a marketing campaign for your business in Power Editor then you would find this option at the ad set level. Also, don’t forget to include images and links while setting up a real message for an extra push.
This type of ad is a simple and effective way to promote your presence on Messenger. It allows the advertiser to build personal connections with their customers. Find a more detailed explanation how to create this ad. And don’t forget to take the audience-first approach when you create your ad.
2. Make use of Messenger Auto reply
Just because the internet and your website never sleep doesn’t mean that your company would be able to remain online 24×7. Right? But, at the same time, you wouldn’t even like to lose your probable customers because of any communication gap.
So, why don’t you opt for the ‘Response Assistant’ feature of Facebook? This can be a great add-on to your facebook Messenger marketing strategy. It would continuously provide you with the facility of using auto response. And, the best of this attribute of Facebook Messenger is that you can customize your message up to almost 250 characters.
So, through such a feature, you can direct your customers to call you back or email you whenever they have any query and you are not available.
How to set up Response Assistant
Just take the following strides to set up an autoreply:
Go to ‘Facebook’s Settings’ followed by messaging and then opt for ‘Response Assistant’.
Well, it is a yet another appealing way to approach potential customers on Facebook. You can entice your customers with bots through the following three possible ways:
Use Facebook Page which has the bots as they are by default available in the Facebook system. If you want to access the bot of any specific page then simply proceed towards any of your desired Facebook Page and hit the ‘Message’.
Communicate with the bots through URL as every single one of them is composed of the same.
Quick Response Code is extremely effective for personal marketing approaches. If you want to scan a code then visit the ‘People’ tab in the Messenger and then click ‘Scan Code’.
Sephora used Messenger bot with conversational interface. It allows people to tell the bot which store location and service they want and then instantly receive the closest dates and times. This helped to increase booking rate by 11%. Are you convinced that bots are worth to be included in your Facebook Messenger marketing strategy?
Well, these are the three most effective Facebook Messenger marketing strategy hacks through which you can boost up the social media marketing strategy for your business. But, apart from these three aspects, there are a couple of more advantageous approaches available which are worth opting for.
For example, you can use Facebook Messenger to identify the really profitable customers for yourself, and use CRM to provide a better customer service through Facebook Messenger.
So, now I would wind up this engaging article which I hope has helped you to understand how to operate Facebook Messenger perfectly and gain fruitful results for your business.
Last but not the least, just opt for these potential Facebook Messenger marketing strategy approaches and your business would certainly go up to the next level!!