How to Create An Evergreen Content Marketing Strategy For 2023
The key to an evergreen content marketing strategy? Planning. That’s why we’ve put together our best advice for how to create an evergreen strategy that will see you through the year.
The process of creating an evergreen content marketing strategy involves planning content that will be relevant throughout the year – focusing on your customer’s most common questions, issues and your unique offering. Once you have a strong evergreen strategy, you can also post responsive content when it’s relevant, such as in response to cultural events.
Not sure where to start? We’ve put together some steps to help you create your evergreen content marketing strategy:
1. Identify your target audience
Before you start planning your content, you need to consider who you’re communicating your content to. Take some time to consider who your target audience is and what their needs, interests and pain points are.
The more accurate you are in your understanding of your target audience, the easier it will be to plan your content marketing strategy. You can consider their age, any other brands they might be engaging with and how they like to be communicated with. For example, do they prefer video content to written content? Do they like relatable content or a more aspirational feel? These questions will help you build a clear picture of what your evergreen content needs to consist of.
2. Check Out The Competition
There’s no shame in scoping out the competition. In fact, doing your research on what kind of content your competitors are sharing can provide valuable insight into the types of content that audiences engage with and even those that they don’t.
You should also take a look at other brands that may not be your direct competitors but attract a similar audience. For example, if you own a premium clothing brand, you might look at other premium brands to see how they communicate quality and the feeling of luxury.
3. Choose Your Channels
Want to post on TikTok? Instagram? LinkedIn? Your evergreen content marketing strategy will vary depending on the channels that you plan to use. TikTok saw huge growth in 2022 and is predicted to continue its trajectory in 2023, so this might be a platform to consider.
Instagram is the most popular platform for marketers, providing a sense of community as well as a range of touchpoints for brands to connect with their audience. However, it might be more appropriate to advertise on LinkedIn or Facebook – depending on the channels that your audience uses. You can spend some time on each channel to help yourself picture how your evergreen content marketing could work on the channel.
4. Start Building A Content Calendar
Now you know your audience, the channels you want to post on, and you’re brimming with ideas, it’s time to start creating your content calendar. This is going to be the guide for your evergreen content marketing strategy.
Before you get too granular with your week-to-week content, start with the bigger picture by adding in annual events that you need to plan for, like Valentine’s Day, Halloween, Black Friday or any other events that are relevant to your audience. These events are going to require content every year and make up the early foundation of your calendar.
Next, think about how regularly you want to be posting and on what channels. One of the most important factors in a content marketing strategy is consistency; the platforms will even reward you in their algorithm for being a regular poster. So, while it’s great to post regularly, you need your content calendar to be realistic so don’t be overly ambitious to start with.
Now, you’re ready to start filling in your calendar! Try to balance out different types of content so that your audience stays engaged in your posts. For example, you can use different content types and diversify your topics to create a balanced evergreen content marketing strategy.
5. Optimise, Optimise, Optimise
Now you’ve got a content marketing strategy in place, you can start creating your content! Turning the strategy into reality takes time and dedication. You can create content in bulk or in small batches, whatever works for your schedule.
And once you start creating and posting your content, you can begin to assess your digital strategy and its effectiveness. Being able to continue to analyse and optimise will be key to perfecting your evergreen content marketing strategy. It takes time to learn how to communicate your brand, and the platforms are evolving all the time, so your content needs to evolve with them. This can seem daunting, but the opportunity to keep evolving your brand presence online is an exciting opportunity to reach new audiences and share your message.