Creating a consistent stream of content that resonates with both your business and the interests of your target audience is the most important part of any successful content strategy. Infographics, blog posts, white papers, and social posts help keep your company current and in the forefront of potential consumers’ minds, but, like many things in the digital age, relevant topics can quickly become old news. A popular solution is “evergreen” content.
What is evergreen content?
Just like the name suggests, this type of content will always remain fresh and consistent with your brand and audience’s needs. Unlike posts that revolve around certain events or topics that may be subject to change—the news, for instance—evergreen content can be reused multiple times and still maintain its relevancy.
How can evergreen topics improve infographic shelf life?
Longevity and relevancy are constant concerns for bloggers and marketers alike. Thankfully, the visual appeal of infographics gives your message a leg up over text-heavy posts filled with stock photos. Our advice? Take advantage of this and optimize your infographic for long-term accessibility.
- Don’t use data that revolves around specific dates. This kind of data has the potential to render your infographic irrelevant after the date has passed. Try to focus on a topic that utilizes primarily general information.
- Avoid topics that revolve around trends. Due to the ephemeral nature of trends, it is not always wise not to design an infographic around a topic that could negatively affect your content in the long run. Once a trend has passed, any associated pieces of information will be considered “old news”.
- Think about ways to repurpose content in the future. Thinking ahead about how you plan to use this content in the future will provide a better foundation for creating an evergreen focused piece.
Get the most out of your time and money
When investing in content pieces like infographics, it is always important to ensure that you’re getting the most for your time and money. Custom designs can be expensive, so let long-term value and potential return on investment guide your spending decisions. There will always be a need for topical content pieces, but for everything else, here are some key points to think about when creating your next piece of long-term infographic content:
- Evergreen content can improve lead generation. Even though traffic from social media may have subsided, your content is far from dead. An evergreen piece will naturally generate leads for a longer period of time. For evergreen content, slow and steady wins the race.
- Low maintenance. Content pieces that do not expire usually require little to no maintenance once published. In most cases, there is little need to update or revamp information, which saves you time and money.
- Evergreen infographics are generally cheaper in the long run. Without the likelihood of expiration in the near future, a single content piece will last you for a while without the need spend more on visual assets that will only help maintain short-term relevancy.
Questions? Feel free to reach out to us here.