This week I was a surprised to receive an email that I’d sent a year ago. The content was timely and it had been refreshed, but it was clear that the evergreen content plan I’d set up was being used!
This is great, because there’d been a bit of resistance to this evergreen content in the beginning. Fresh is best, right? Right! Except when it’s not.
Here’s 3 solid reasons why evergreen content needs to be part of your marketing plan
1. Life happens
When life happens – staff get sick, or leave (sorry!) –workloads increase, and having high-quality content already in the bag can make all the difference.
2. Winter is coming
Something is always on the horizon! Sorting out a plan early will produce a better result – and building on a previous campaign allows for direct comparisons and continuous improvement.
3. Better ROI
Content is a big investment. Reusing content helps get the most bang for your buck.
But… won’t the content get stale?
Maybe – but probably not. Audience churn, plus a policy of tweaking content before reposting it (like I noticed my team did) means that everything old really is new again.