In the hustle of day-to-day entrepreneurial activities, business owners are constantly searching for ways to stay on top of the latest trends. Utilizing social media, it’s easy to feel overwhelmed by the need to always have something cutting-edge and exciting to announce – to be the continual source of the freshest content. While it’s important to stay modern and offer new opportunities and pieces of information, it’s equally important to recycle content that can be beneficial for your followers and clients throughout weeks, months – and even years.
One of the most under-used strategies in social media marketing is the reusable content strategy. As we know with recent Facebook algorithm updates, 100% of your followers will not see 100% of the posts you put up on your business page – and over time, you will have new followers who most likely won’t take the time to scroll back through old posts beyond a week or two. This is why it is so essential to occasionally mix in evergreen content.
Evergreen content is comprised of posts that are applicable for an extended period of time. For example, a graphic with a quote from an industry expert will always be useful to post multiple times (spread out across months). However, a news story about a breaking announcement in your field will only be effective when posted once. Both forms of content helps to create a balance on your page, featuring posts that are always useful as well as those that align with recent times.
The type of evergreen content you can create depends on your industry. Here are a few examples:
If you’re a real estate agent, many of your posts will have content that can only be used once (such as open house events, “just sold” listings and other dated announcements) – switch it up with real estate quotes, evergreen facts and statistics, advice for selling/buying a home and more.
If you’re a life coach, you may be offering a lot of events that are time-sensitive – switch it up with touching testimonials, helpful tips, life advice and more.
If you’re running an e-commerce business, your posts may consist of sales and new product announcements – switch it up with product photos, customer reviews, related tips and more.
Will you incorporate evergreen content into your marketing strategy? Consider mixing in posts that can be reused to ensure a timeless online presence.