Making the most of your evergreen content CharityComms content marketing conference 28 April 2015 Rob Mansfield @robram
Making the most of your 'evergreen content'. Charity content marketing conference, 28 April 2016
Apr 15, 2017
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Making the most of your evergreen content
CharityComms content marketing conference
28 April 2015
Rob Mansfield @robram
What this presentation isn’t
Talking points
• What is evergreen content and why is it
important?
• How do you go about creating or identifying it
• What should this content look like?
• How do you quantify success?
Who’s this?In 1906, he came up with his famous principle (the law of the vital few)
o It’s always in demand
o It does good Google SERPs
o It’s not reliant on a specific event or time of year
o It takes far less effort than the shiny new stuff
o You’re less likely to be competing with everyone else
The importance of evergreen
How do we recognise this content?• No matter how much ‘viral content’ we
attempt to create, all our sites have their workhorses
• Yours may be regularly in the Top 10, definitely in the Top 20
• Evergreen content tends to be informational
• It’s easy to overlook, because it’s very rarely the ‘sexy content’
The easy way to work it out…
What’s your evergreen content?
Now you know what it is and why you should bother,
there’s a bit of detective work involved
o Think ‘useful’
o Check internal search logs
o Comb back through monthly traffic
reports
o What’s ‘your’ USP?
Remember
But most importantly…What do your users want?o Talk to your
supporters/benefactorso Interrogate your partners/customer
service team
o Carry out focus groupso Don’t think you know better than
your audience – if you do, then you’re likely to choose the wrong topics
Finding the unmet opportunities is key
There’s no point producing content that doesn’t…
a. Meet your audience needs
b. Meet your business needs
What does this content look like?
Think formatsLook at different ways of displaying your content
o ‘How to’ guides: YouTube is full of them
o Beginners guides
o Answer a question
o Curate
o Make sense of a trend
o Lists: XX reasons…
o Best in show
o Checklists
Evergreen AND shareable
And a few more…
You won’t get it right on the first hit
o Choose things that you think will work and give them a try
o It’ll take time to rise up the Google rankings, so always look for a new opening
o If it doesn’t work, go back to the drawing board
Innovate and iterate
Can you repurpose it?If it’s worked once, why not try it again in a different format?
• Infographic
• Video
• Podcast
• Re-package for social
How do you quantify success?
• How do people get there?
• Where do they go next?
• Check bounce rates
• How long do they spend on
the page?...
Do some investigation…
Donor facts: https://gds.blog.gov.uk/2014/03/18/organ-donor-register/
What’s the ROI?• Convert them to something else
• It may be popular, but does it do any
good?
• Run a survey
Can you enhance their visit?
The truth is they may never need to come back to you
• Even if they’re in crisis mode, give them something
• Provoke an emotion
• Encourage them to take an action
In summary
• Find your USP and exploit it
• Listen to your users
• Iterate
• Measure the hell out of your content
Thank you!
@robram
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
Conference
28 April 2016
London
#CharityContent
Charity content
marketing
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