Ideation is a popular topic. There are plenty of articles explaining how to ideate and what tools can help with ideation. Because we put so much effort into creating a perfect topic, it’s a bit of a bummer when you only use it for one article. Well, that doesn’t have to be the case.
If your topics are evergreen, you can get so much more use out of them by using a multi-avenue strategy. Let’s take a page out of CopyPress’ book and look at some of the avenues you should use for your evergreen content so you can start incorporating it into your content marketing plan today.
But First, the Topic
Image via Flickr by mattwalker69
We can’t go anywhere unless we have an evergreen topic to use. Evergreen means that no matter when someone looks at the content, it’s always going to be fresh. The content will be relevant, and there’s no confusion as to what or when you’re talking about.
Evergreen content should include specified dates and events. Avoid using phrases such as “recently” or “this year,” as those will only throw off future readers. If it’s useful and timeless information, it’ll benefit your readers. Great examples of general evergreen content ideas include how-to topics and explanations or definitions, things that don’t change.
Instead of listing the top ideation trends of this year, explain how to ideate. Evergreen content like this is great for your SEO. Now, onto the different avenues you should consider when you’ve come up with an evergreen topic.
A whitepaper is the perfect first platform for your evergreen idea. It takes an in-depth look at a great topic that people will use as a resource for years to come. An in-depth resource on a topic that stays relevant is only going to drive more traffic back to your site.
Plus, when you start with a whitepaper, you’ve likely collected all the information you’re going to need. You’ve pulled your resources, conducted interviews, examined case studies, and put together all the pieces to see the big, clear picture. When you have all of this information at your fingertips and already in your mind, it’s a great jumping off point to start spreading that idea to other avenues.
You can break down your whitepaper and create blog posts about different facets of your topic. They all stem from the same general idea, but they each go into different aspects of this idea. This generates more content for your blog and, because the content is evergreen, it’ll keep driving traffic.
Having blog posts about different sections of your whitepaper gives the readers a chance to explore a little further. They can check out more resources and take in some more information. By doing this, you’re setting yourself up as an authority in your space. You’ve got this topic covered, and you’re providing the readers with even more, getting a step ahead of them. When they have questions, you’ve got the blog posts to provide them with answers.
Similarly, you can start with blog posts about an evergreen topic, choose one blog, and create a whitepaper around that, getting into the real nitty-gritty of the topic. A close examination that readers can refer back to can help catapult your authority in your space.
You’ve written out everything and given people plenty of information to digest. Now it’s time to wrap that up in a beautiful package that can be easily scanned and understood in a short amount of time.
Creating a stunning infographic that outlines the important facts and information on your evergreen topic is a perfect way to get your information shared. Infographics have true viral potential.
This can get your content in front of more eyes than just those with a hyper-interest in your niche. It can clue in parties who may have never considered this information before. After all, infographics are “liked and shared 3x more than any other visual materials available,” according to MassPlanner.com.
Ah, the mighty influencer. By using outreach strategies to have influencers in your niche share this evergreen content, you’re reaching more people who are certain to have a true interest in this topic, as they follow the influencer whose shared the content. We’ve talked about the importance of influencer marketing before, and we stand by it.
You’ve put so much work into this topic and have delved deep to ensure it’s quality and accuracy, so having a so-called stamp of approval from an influencer not only increases your credibility, it creates better ROI. This is on top of the return you’re getting for having an evergreen topic alone.
You’ve written about it and designed about it, and now it’s time to actually talk about it. Webinars are great because they put a voice (and if you’re up for it, a face) to this brand that is providing this evergreen content. This provides a platform for you to present your information in a more personal way, and even get some audience participation.
Because the topic is evergreen, it’s likely more people are going to be able to relate to or need this information. You are there in real-time to answer questions and give your personal insight into the topic. You not only have the opportunity to expound on the topic, you can get an in-the-moment idea of what people actually want to know about it.
Including an interview with a professional in the field of the topic will only compel more people to turn into leads, or at the very least, become interested followers. Just as with influencers, having an expert in the niche back you up gives you some serious credibility.
Last but not least, there’s video. According to Animoto, as recently as 2015, a staggering one in four people “lose interest in a company if it doesn’t have video.” A quarter of potential business is no laughing matter. There are many ways you can tackle a video about your topic. Whether it’s live-action or animated, it should be informative and, if you’re up for it or if the topic calls for it, entertaining.
Along with infographics, videos also have great viral potential. They’re easy to share and easy to digest. The video format also addresses different types of learners. Not all people learn through reading. For some, learning through watching or hearing is how they can best take in information. You’re reaching a larger audience and giving them something they can come back to for years to come. Just make sure it’s easy to find.
These six avenues go way beyond using a single, great, evergreen idea for one piece of content. You can use this idea over and over in so many different ways that you’re sure to reach a wide audience and keep increasing traffic and ROI. If you don’t want to embark on this journey alone, we’re here to help, from the ideation stage through production and publication.