How to Create Evergreen Content to Warm Up Customers | Sendlane

🌈 Abstract

The article discusses the concept of "evergreen content" - content that is timeless, enduring, and valuable to the audience indefinitely. It covers the benefits of using evergreen content in marketing strategies, particularly for email campaigns, and provides guidelines on how to create effective evergreen content.

🙋 Q&A

[01] What is Evergreen Content?

1. What is the definition of evergreen content? Evergreen content is content that centers around key topics that interest your audience and doesn't age, no matter what news or events happen. It is timeless, so it can be integrated into existing campaigns and used for months or years without the need for constant updates.

2. What are the characteristics of evergreen content? Evergreen content is not:

• Time-bound
• Tied to news or current affairs
• Promotions or sales pitches
• Static - it should be periodically refreshed to stay relevant

3. What are some examples of evergreen content? Some examples of evergreen content include:

• How-to guides
• FAQs
• Listicles/roundups
• Thought-leadership interviews with industry experts

[02] Benefits of Evergreen Content

1. How does evergreen content benefit email marketing campaigns? Evergreen content can be integrated into automated email marketing campaigns without the need for constant monitoring and updating. It helps nurture customers and build trust in the brand over the long-term.

2. How does evergreen content impact a brand's sending reputation? Evergreen content that is helpful and valuable to the audience can improve a brand's sending reputation with email service providers (ESPs) and internet service providers (ISPs). This is because it signals that the brand is providing high-quality, engaging content to its subscribers.

3. What other benefits does evergreen content provide? Evergreen content can:

• Save time and marketing budget by reducing the need to constantly create new content
• Attract organic traffic and establish the brand as an authority in the industry through search engine optimization
• Build trust and credibility with the target audience by providing helpful, informative content

[03] Creating Effective Evergreen Content

1. What are the key considerations when creating evergreen content? When creating evergreen content, it's important to:

• Focus on topics that have enduring relevance for the target audience
• Optimize the content for search engines using relevant keywords
• Conduct thorough keyword research to understand the audience's search intent
• Ensure the content is truly useful and valuable for the target audience

2. How can brands repurpose and distribute evergreen content? Evergreen content can be repurposed and distributed across various channels, such as:

• Integrating it into automated email marketing campaigns
• Sharing it on social media platforms
• Incorporating it into blog posts or landing pages

The key is to make the content easily accessible and shareable for the target audience.