Evergreen Content: How to Keep Your Videos Valuable and Relevant
You spend a lot of time making sure that the video content you create is as effective as possible for your brand. Making videos can be a huge investment of time, money, and other resources, so you want to make sure that your efforts will stand the test of time. The best way to do that is to make evergreen content that will always present to your customers as valuable and relevant.
How can you ensure that your content remains evergreen? Follow some of these top tips to get more out of your next video campaign.
Choose Topics Wisely
The first and most important thing you can do to create evergreen content is to carefully select the right topics. Try to steer clear of creating videos that are only going to be valid for the quarter, a specific season, or a holiday. While these can be important to include in a robust marketing plan, you also need to make sure you have enough content outside of these time-specific videos.
As part of choosing a topic wisely, you should also be doing research on your target audience. Know what their pain points are so that you can quickly address them in your videos. These pain points are unlikely to shift as time passes, so the videos you create around them should be timeless and evergreen.
How do you know which topics would be considered evergreen? You can also use online tools to see what the current trends are and what their search volume is before you plan your next video. Some of the best tools to use for this purpose include Google Trends and SEMrush. Take the time to look at the facts before making a video that you only think will perform well.
Experiment with Different Techniques
If you want to improve your company’s YouTube channel or website, one of the best things to do is experiment with different styles of videos. Not every marketing video has to be a description of your products or services. You can also experiment with other techniques such as:
- Guides or tutorials
- Frequently asked questions
- Reviews from real customers
- Industry-related resources
All of these types of content tend to be evergreen as long as your products and services remain the same. When you make changes to your offering, you may also want to double back and create new videos that hit on these styles for your new products or services.
Think About SEO
Search engine optimization (SEO) is crucial for your evergreen content. When you upload a new video to the web, you should maximize it for the relevant keywords by including them in the title, tags, and description. Because this evergreen content is going to be the backbone of your website and business, you want customers to permanently be able to find your videos. SEO for relevant topics can make this more likely.
Of course, SEO and relevant keywords change over time. Make sure you keep tabs on the words used to describe your videos and update them as necessary to pull in an entirely new audience. If you don’t already have a team member dedicated to your SEO strategy, this might be a good time to consider assigning it to someone.
Update Content When Necessary
The ideal scenario is that evergreen content will never need to be updated, but this simply isn’t true for most businesses. Video content may need to be revised as things change in the industry and the world. Don’t be afraid to film a new video that captures the changes you see in the market.
If you are making updates to content, you need to notify customers that there is fresh content. One way to let customers know that you are doing this is to add a tag with the year in the title.
This is a good time to ramp up your advertising, but you don’t necessarily have to spend more money on expensive sponsorships. Simply sharing updated content on your social media can spark interest in your company and potentially even lead to your content going viral on the web through social sharing.
Invest in Evergreen Content
Investing in evergreen content is a wise business move because it will draw customers to you for months and years to come. Make a wise investment in your business by hiring professionals to help you create content. Foundation Digital Media in Washington DC and Maryland can help your business to thrive. Reach out to us today to learn how we can help you reach your goals with new content creation!