How to keep with with digital trends

How Do You Keep Up With Digital Trends?

“How do you keep up with digital trends?”

Someone asked me this recently, and my answer was pretty simple. People.

Digital trends don’t appear out of thin air. They are created by people, for people. Or, at least the good ones are. The ones created for platforms and by platforms aren’t worth talking about.

I keep up with digital marketing trends by talking a lot, and listening more. I subscribe to a few techy podcasts, and follow a bunch of wicked-smart people on Twitter. And I meet them in real life by attending events like Women in Digital Switzerland’s recent conference. I check the front page of Medium occasionally, and my LinkedIn feed more often.

Here’s three things I’ve been told in the last week that surprised me (in a good way!).

  • “Kids these days don’t care about Facebook. My niece is all about musical.ly.”
  • “I’d never taken a selfie until three months ago, but I’ve fallen in love with Instagram.”
  • “I quit my job to buy and sell websites.”

All of these conversations we were having about digital were really about people. Why do kids find lip-syncing more attractive than tweeting? Why didn’t you take a selfie before three months ago? And do you regret it? I see how being your own boss can be more rewarding – but is it more profitable?

And that’s what makes keeping up with digital trends so fascinating. The people that use and create it.

Digital moves so damn fast that feel it’s better to try and watch for overall trends, only diving in when you need to know more.

For example, I’m not running Facebook ad campaigns at the moment, so I’ll only skim a story about any changes, and make a note to do a bit more research before I hit “boost” on anything in future. But am trying to increase the organic reach of a personal Instagram account, so you bet I’m reading everything I can find on Intsa pods.

One of the things I love about digital is how quickly everything moves. You can bet that what we take as gospel today will be largely irrelevant in five years time. Moving fast, and learning continuously, is all part of the job.

evergreen content is essential for your content plan

3 Reasons Why You Need Evergreen Content

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.

This post originally appeared on LinkedIn.

5 reasons why listicles are literally the perfect medium

5 Reasons Why Listicles Are Wonderful Content

We’re lucky to live in the age of the Listicle. These bite-sized pieces of content are literally the perfect medium. Here’s 5 reasons why:

1. People are lazy. Listicles are easy to read, easy to write, and easy to understand.

2. They’re shareable. In this social world, sharing high-quality (or just clickable…) content is a social currency.

4. Great ROI – see points 1 and 2. These things are fast to write, and because they’re shared and clicked more than (dare I say it) better long form pieces, there’s a better return on investment.

5. No one ever reads them anyway. That means no one will even notice if you don’t include every item on the list.

This post originally appeared on LinkedIn.