Republished with Permission from RDT Content Marketing, LLC
If an item hits the news that’s directly relevant to your clients, then you want to weigh in. When you post a blog, share commentary on LinkedIn, or send an email about the issue while it’s still fresh, you position yourself as a trusted expert who’s paying attention to what your clients and prospects care about. But what if there’s nothing “newsworthy” or relevant to what you do or you don’t have time to comment? You can’t just stop sharing content. That’s where evergreen content comes in. It keeps your pipeline going so you get the best marketing results.
Benefits of Timely Content
Offering insights on recent events, developments and trends, builds your reputation as someone who stays on top of important issues. Timely content also tends to generate quick visibility, especially on social media. It gets more attention and engagement, which may generate immediate leads.
However, this is only true if you add your perspective and commentary as soon as possible. The facts can be found anywhere. What will set you apart is discussing how the development affects your target audience and advising them on what steps to take. And you need to do this before your competitors.
Developing compelling content rapidly can be significant work, but it can be worth it for the short-term gains, assuming you have a solid plan for promoting the information you create.
The Value of Evergreen Content
Often, there isn’t anything newsworthy, or it’s too difficult to create useful content quickly. You need other things to write and speak about to keep you in front of your audience. Evergreen content is your marketing workhorse. It’s content that stays relevant long after you publish it.
For example, let’s say you’re an accounting firm. While you might occasionally write about a new IRS ruling, your evergreen content might cover topics like tax planning tips for small businesses or what to do if you get audited. These are questions your clients ask all the time. And when you provide high-quality answers, you’re building trust, boosting your visibility in search engines and giving prospects a reason to reach out.
Even better, you can repurpose this content in countless ways, creating different formats and sharing it via multiple marketing channels. Evergreen content gives you an ongoing source of material to keep your pipeline full, no matter what’s happening in the news. And it delivers long-term ROI because it continues to attract traffic and leads long after you first publish it.
Use Both in Your Marketing
Ideally, you should seize the opportunity to create relevant content on trending topics. However, don’t rely on timely content to fuel all your content marketing. You want a balance. Build a solid library of evergreen content that consistently works for you. That way, you’ll never be scrambling for something to share, and you’ll stay visible and valuable to your audience, whether the headlines are hot or not.
If you need help with creating and/or promoting content, contact us for a consultation.
