One of your most successful pieces of content is when you are able to create posts about solving your customers problems. Because when you can show your customers how your business can help them face their challenges, it does more than just solve their problem, it helps to build trust.
Because it’s not about how often you say, buy here, click here, sign up now. It’s not how often you’re promoting your business. It’s about how often you’re able to show them how you can solve their problems.
And when we can share that your product or service is the solution, that’s when it all really starts to resonate with customers, especially when it comes to developing your content.
Content is the key to developing a relationship with your customers
Everybody’s out there reading and scrolling and looking and searching and Googling and all that stuff. Everybody is in constant need of valuable content that’s going to answer their questions.
And I’m sure that your community has plenty of challenges and questions that they need help with. Studies show that customers are more likely to buy from a business after they have consumed some form of valuable and educational content.
This content can come in the form of a blog post.
This content can come in the form of a video series.
This content can come in the form of actionable advice that I download from your site.
Valuable and educational content can drive sales. And if you want to increase your revenue, if you want to grow your business, you need to start creating more valuable educational content like Evergreen Content.
It’s content that will give them more steps to help them do something, steps to show them they can do something easier or faster or something to get them to deal with what they’re struggling with.
How does Evergreen Content help you stay consistent with content creation?
How does all this work so you can be consistent and create content that actually converts more customers?
One of my top action steps that I highly recommend to all of my clients is for you to start building an Evergreen Content Library. To create a space in your marketing plan to ensure that you always have a steady flow of valuable content.
Building a content library makes sure that you always have something available to post every day { that thing called consistency! } without having to start from scratch.
How does this whole Evergreen Content Library thing work?
First, I want to sort through what is evergreen versus other types of content.
- Evergreen Content – this content shares information that remains relevant and valuable over long periods of times.
- Seasonal Content – this content is obviously based on seasons and specific times of years, like holidays or annual events. And it can help you drive new people to your website, but seasonal content has a limited lifespan.
- Sales Content – this content that you’re sharing that’s directly connected to your business that can be educational or promotional.
When you start building an Evergreen Content Library, you’ll see how it’s a strategic way to approach your content marketing plan. Your Evergreen Content Library makes sure that you have content that you can share online that always remains relevant and it continues to drive traffic over time.
It gives you a space that you can always access for strategic resources to share your marketing message.
To build your Evergreen Content Library:
Step #1: Do a Content Audit with your existing content
Review all your content – not just your blog posts or videos. Think about the downloads that you’ve created. Think about your email opt in or lead magnet. Think about the how-to guides that you’ve done or a content upgrade to a blog post. All of these things together are your content.
Take a look at all of your content and see if you can identify which of these content pieces are evergreen – make sure that it’s a topic that will continue to be relevant { not seasonal content } and that it’s a topic that answers your customer’s top questions.
You might need to update a data point like a statistic but it’s an evergreen piece of content because it’s full of valuable information that will answer their question that they typed into Google. Identify these evergreen pieces of content that you have and think about ways that you can update and optimize them.
Step #2: Optimize for SEO
When you’ve decided which pieces of content that you’ll bring into your Evergreen Content Library, make sure that you optimize the content.
And what I mean by optimizing your content is to ensure that your SEO keywords are added into the content of your content. You can add strategic keywords into the title of your content, in the alt tags for your images, in the copy in the first paragraph and into the headings within your blog post.
Do your research for the best keywords as these keywords are basically what search engines are using when your customers are running a search for a solution. You’ll be able to learn what your community is actually searching for with these long tail keyword phrases.
By optimizing your evergreen content, you’re turning this piece of content into what content creators refer to as high quality evergreen content. And THIS is the type of content that’s going to remain valuable over long periods of time with answers your customers are looking for in their online searches.
Step #3: Organize and Categorize Your Content
Next take all the content that you uncovered in your audit and organize each piece into different categories. Think about your categories from the same space that you use to create your content buckets or pillars.
How can you set up different categories to organize your content pieces – do these blog posts revolve around a specific keyword? Are these download guides connected to sales promotions for one of your products? Does this video series share educational content that highlights your group program?
I want you to get real specific about the categories because these are going to be based on your business’ goals and marketing messages.
The goal is to create an organizational system so that when you’re working through your monthly content calendar topics, you can easily pull from these categories to leave space for evergreen content in your marketing plan.
And having this Evergreen Content Library allows you to consistently have content options that you can repurpose into smaller pieces. The best pieces in your Evergreen Content Library get added into your content calendar to ensure that you’re sharing a balanced list of valuable – educational – promotional content to use as marketing messages.
It allows you to stay consistent with your content creation without having to create a brand new piece of content EVERY.DAMN.DAY.
Step #4: Monitor Performance and Get Feedback
Having all your content organized in the Evergreen Content Library gives you a place to add in notes about the performance of these pieces of content.
You can check your social media insights, review your analytics and even look at the metrics on posts specific details on each one of your social platforms.
Make sure that you include a place for your analytical notes like did this blog post do really well and how did the repurposed smaller pieces do with engagement.
Knowing this information on your evergreen content is going to help you move forward and know which pieces of evergreen content that you can keep utilizing again and again.
Building your Evergreen Content Library is like developing a repeatable system that’s directly connected to your content calendar that ultimately helps you stay consistent. Adding in the metrics section into the process allows you to see what’s working, what needs to be improved and what other ways can your content be utilized and repurposed.
When you’re building and implementing your Evergreen Content Library, this process is going to provide you with a proactive marketing approach that ensures that you’re never just scrambling for valuable content. And it allows you to focus on the growth and innovation of other content pieces.
While you continue to think about how you can pull together your own Evergreen Content Library, I want you to know that when you add this into your content marketing plan – THIS is going to help you continually attract and engage with your community.
It’s going to reduce the need for you to create new content from scratch every single day and it’s going to allow you to focus on how your marketing message can reach more potential customers.
And when you are able to set up your Evergreen Content Library, it frees up your time so that you can focus more on building your business rather than just thinking about what you’re gonna say online for that day.
Need more tips for staying consistent with your content creation?
Marketing should be a priority for your business. But when it starts to feel overwhelming, when it feels frustrated to stay consistent, that’s the point when that plan gets pushed to the side and the strategy becomes ‘figure it out later.’
If this feels like where you are then it’s time to change your approach to your marketing and that time is NOW.
Because all these marketing platforms that you rely upon for your marketing are constantly changing and knowing how to make these fit into your business is essential.
And to do this, you need to look at the full picture of your marketing, not just each single social platform.
It’s time for you to focus on how you’re going to make that marketing plan bring you results.
THIS is exactly why I created this FREE masterclass: How to get organized to stay consistent
In this free training, you’ll learn how to:
- Develop the Heartbeat of your Content Strategy: Learn how to pinpoint the content topics that show your expertise and share your marketing messages.
- Establish a Routine and Develop a Content Workflow: Develop a routine that will make you more efficient. You’ll become an assembly line with your content creation and find ways to make your work more efficient.
- Create a detailed Content Plan: Learn how to develop a workflow process that you can manage AND how to stick with it so you can reach more customers.
Click here to watch the free masterclass – How to get organized to stay consistent – and learn the simple marketing techniques to stay consistent with your marketing to help you grow your business and create consistent revenue.
