There are two main genres of content that live online: timely and evergreen.
Evergreen content, named for the plants which hardly ever shed their leaves, is always relevant. In contrast to the timely piece which touts a trend or perhaps annual research which will inevitably find itself dated, evergreen content is in it for the long haul. The staying power of evergreen content is a mark of professional expertise and social influence.
We tend to think of social media content as living in the ‘timely’ category, as a blip on our feed: here today and gone tomorrow. And yet, every time someone shares a link on Facebook or YouTube or even on Instagram, the internet takes note.
Bing tells Kissmetrics that it definitely looks at this data: ‘We take into consideration how often a link has been tweeted or retweeted, as well as the authority of the Twitter users that shared the link.”
Furthermore, every social media channel is a search engine in itself. In that sense, you’ll want your treat your social posts as evergreen, SEO-effected content. Here’s how to capitalize on evergreen content to improve your credibility as a brand and social influence.
Be Empathetic. Put yourself in your audience’s shoes. You’ll want to think about your brand from their perspective. What are they searching for? If your audience is an audience of beginners or novices, they won’t have the knowledge to use your technical words or jargon within their search. You’ll want to cater your content to specific queries within your niche without indulging in the over-technical. Perhaps provide an explanation within the title of your text. Marie Claire does a great job of this with an added touch of levity: The Pros and Cons of Dermarolling AKA Stabbing Your Skin Thousands of Times with Needles to Make it Prettier.
You may have never heard of it, but dermarolling isn’t an old idea (Germany introduced it to the Western world in 1905) and it’s not going anywhere any time soon. That’s why this explanatory article is for keeps.
Point Toward More Content. Your evergreen content is named after the trees which don’t change colors in the fall, so imagine your web pages and social media content as a forest. You’ve built up a huge outcropping of content, organized around several themes or categories relevant to your business, so it’s up to you to keeping pointing your reader in the right direction. They’ve demonstrated an interest by reading a roundup of beauty product reviews, so link to more posts about skincare within or at the bottom of the post. For Instagram, this redirection commonly takes the form of a link in bio. Emily Weiss uses Instagram posts to tease her longer form content and it works.
Flesh out your calendar. Your editorial calendar should include much more than a headline for your blog or social media content. Incorporate a keyword plan. Designate a category and SEO tags to accompany each of your posts. Get specific. Explore various iterations of the same subject. Name your image files in the same vein. Plan out your heading tags, title tags, and hashtags. Every time you use a similar phrase and attribute it to the material which accompanies your posts, you’re boosting your visibility among SEO searches. Never forget that social influence is locally concentrated. Always include your location.
Pay Attention to Visuals. When a visitor arrives at your Instagram profile, they’re bound to scan through dozens of your posts in a matter of minutes. Compounded, your social media content comprises a catalogue of branded insights and visual storytelling you’d do well to keep consistent visually and qualitatively. Melissa Male is a social influencer and content creators who catalogs coffee dates and brunches on my Instagram for a following of 81K. Here profile in its entirety is very effective in maintaining a seamless color palette and a circular motif that is echoed throughout her website. When scouting out a brand people rely on this continuity to ensure they’re hunting in the right direction.
Take it Offline. So you want to expand your social influence; have you ever thought to organize a meetup in person? In the same way that a phone call is often more efficient than an email, in-person collaborations are an incredibly easy way to solidify loyalty among your fans and strengthen your relationships with other businesses and influencers. Afterwards, you can expect the production of SEO-boosting backlinks as each party shares the other’s posts. Here’s a quick Instagram influencer marketing trade secret: invite a handful of local influencers to participate in a photo shoot at your store then, tag each and solicit engagement with fans who like the posts.
At the end of the day, social influence is built on consistent engagement and readership. How cool is it when an old viral post picks up steam again (like the Dancing Beyonce Deputy)? How cool would it be if people rediscover a killer tweet of yours and start retweeting it a year later? It happens.
From first-time visitors to recurring, loyal fans, evergreen content is the best way to reel them in and keep them coming back.