The Green in Evergreen: Finding the Value in Timeless Content
When done right, content marketing can develop the relationship between a business and a massive digital audience, ready to be converted into customers. Unfortunately, producing content is increasingly expensive and time-consuming. In today’s content-hungry marketplace, there is no getting around the need to curate authentic and actionable content to establish and grow an engaged audience base. So how can brands reap the benefits of content marketing without burning through resources?
As today’s consumer is being fed a constant stream of sensationalized, timely content, it is harder than ever for marketers to capture the attention of their target audience, let alone retain these consumers and build loyalty. Multiply that by the number of social and web platforms, and it is easy for content to quietly drain marketing budgets.
Putting the Green in Evergreen
Content that is not time sensitive, also known as “evergreen content,” has long-term value. Evergreen content has a significantly longer shelf life compared to other stories spinning through the rapid fire of today’s 24-hour news cycle. Like the name suggests, evergreen content remains relevant season to season and year to year.
Evergreen content builds credibility and authority for brands that can translate into actual dollars and cents. Content that can stand the test of time demonstrates to audiences a sense of expertise that will inspire long-term brand trust. It will also help boost SEO and drive social shares that translate directly to the brand’s marketing ROI over time, rather than short, transient spurts.
Platforms that prioritize evergreen content like CureJoy are not beholden to a 24-hour news cycle or driven by celebrity gossip. CureJoy allows marketers to tap into their high quality, accessible and actionable evergreen content across web, mobile and social platforms and connect with their highly-engaged community of wellness-minded consumers.
Why Wellness?
It goes without saying that the goal for marketing campaigns is relevancy. So how can evergreen content stay relevant? One way is to identify themes, trends and growing verticals on which marketers can concentrate their evergreen content that will continue to remain relevant and actionable. For example, content that focuses on wellness, rather than flash in the pan health fads, will stand the test of time.
Although “wellness” has been the subject of social and traditional media’s attention for several years, the trend has largely been associated with niche health-focused communities that can come across as roped off in order to keep away health novices. However, platforms like CureJoy realized that most of our community members are relatively new to healthy living lifestyle choices and are looking for small ways to begin living healthier lifestyles that are easy to integrate into their everyday lives.
This new wave of wellness-aspirational consumers is taking advantage of social media in order to adopt healthy living choices at the pace that best suits individual lifestyles, and evergreen content marketing can connect brands with this robust community. Today, 77 percent of consumers say they opt for healthy, natural and organic choices whenever possible. To reach these consumers at the start of their personal wellness journeys, brands must communicate an authentic brand mission online through content marketing by prioritizing actions that are authentic and meaningful.
As the popularity of wellness grows, social media and content marketing will continue to play a larger part in that process. As people continue to share and receive wellness information via their online social networks, it is more important than ever for consumers to have reliable sources of information they can trust for wellness advice worth sharing.