The New York Times shut down some of their blogs as they “got very, very little traffic, and they required an enormous amount of resources, because a blog is an animal that is always famished.” There was a constant pressure and the visitors “expected us to be filling the artificial container of a blog” with new content frequently.
The NYT are doing it wrong! Blogging is not about feeding the hungry beast and constantly manufacturing new content. It is difficult to churn out a large amount of content continuously and keep the quality high.
Strong content ideas need time, patience, attention and nurture in order to shine and they cannot coexist with the emphasis on assembly-line schedule. You need to think differently in order to compete. Work smarter and not harder!
An essential tool in your content toolbox is timeless content that you can reuse and repurpose on multiple platforms over a long period of time. Let’s start by looking into what timeless content is.
Timeless: Content that is as relevant in a month as it is today
Timeless (or evergreen) content is the durable content that has a long shelf left. It is content that thrills, that is as useful, as interesting and as true in a year as it is on the day it is published.
It keeps working for you as it sends you traffic through search engines and shares in social media months and even years after it has been published. This type of content can be reused, recycled and repurposed in many different ways too.
In the early 2015, web publisher Vox started an “evergreen stories” experiment by rewriting and refreshing older articles, republishing them and promoting them in social media like they were new. In 5 days 88 of these articles brought in more than 500,000 visitors combined.
Some of the articles even got more views than when they were originally published. They did not get any complaints either – nobody noticed! It’s a huge win for Vox. You should aim to be a little bit more like Vox and a little bit less like the NYT.
So how do you create more timeless and evergreen content? Keep reading.
Regularly revisit, rewrite and refresh old content
In the early days I focused on creating great content and attracting visitors. I published insightful posts three times a week. I promoted them in social media and forums. I was excited by each new comment and spent a lot of time checking my Google Analytics.
All this helped me grow my reach but there was no big picture and strategic plan behind my efforts. It was only when I started to think strategically that I saw the real growth and benefits of running a site. These days I spend most of my time optimizing and tuning the existing site and content.
The nature of content online means that new articles rule, while old material is quickly forgotten. Don’t let your posts disappear into your archives never to be heard about again. History repeats itself and old topics become new again. Instead of giving up on that long forgotten content, squeeze out more mileage out of it by breathing new life into it.
Your how-to guides, tutorials and other long-form timeless content needs to be revisited and refreshed once in a while in order to keep it completely relevant and up-to-date. Sometimes new facts, information and ideas will become known that help you tell a better story – update the article.
Sometimes the site you were giving instructions for makes a change in their design – update your guide to feature the new design. You already have the old story, now just update it with a recent and relevant news hook that people are talking about and push it again. Even consider changing the headline if the old headline doesn’t work or doesn’t fit as well.
Add “last updated” date in the byline
Remove the “published at” date and add the “updated” date in the article byline. This will contribute to your visitors taking your posts more seriously. People care about information being relevant and accurate. If you have an old date in a prominently placed byline of a timeless article visitors might think your article is outdated and incorrect, even though it may not be.
Post byline is one of the first things people notice and I believed that it would give a wrong impression to a new visitor. Impression of outdated and irrelevant post, or even worse an impression of an inactive site. That is not the image you want to give your visitors.
Focus on the meaning rather than the happening
Focus on topics that connect to people on a deeper level. Whenever you are about to start creating a new piece of content, always make sure to ask yourself is this article timeless? Could this content be viewed and still be relevant a month or a year from now?
Timely content is normally short and features facts and information on what exactly happened. To differentiate yourself and make your content more timeless you need to add extra value. Share insights. Give away your secrets. Focus on the meaning of what happened rather than the happening itself. Provide fresh views and opinions to the story.
Provide context, connection and the larger picture. Explain to your audience why they should care and how this affects them. It is this value that you provide that makes your story stand out, makes it timeless and people can get benefit from it for a long time.
Avoid time specific references
Avoid including specific dates, times and other time specific references in your content as much as you can. Saying something has happened “today” or will happen “tomorrow” is only relevant for those few hours in those days.
Even if your article is still valuable, people may see it as inaccurate, irrelevant and outdated just because of the dates and times you mentioned.
Promote refreshed content in social media
Don’t be scared about tweeting the article again even though it is a refreshed but “old” article. You don’t just have to push new articles only. Keep it fresh by pushing the article with different headlines, different quotes or by using different imagery.
It is a fact that only a small percentage of your total followship actually sees what you publish in social media. Distribute your great posts to those of your followers who may have missed it the first time around.
Create snackable content pieces
A social media drop is a short-form, visual and attractive piece of content that is made for social media and that you “drop” into one of the relevant social platforms in order to increase the engagement and the reach of your content and also get more clicks to your main website. Some marketers call these “snackable content”. Gary Vaynerchuk calls them jabs.
Whatever you call them, these are some of the most shareable and interesting elements of your story. People love them. The most popular drop content marketers do is the “headline + link” drop. This is the most basic piece of content you can drop in social media.
It is not exactly the most useful one as in most cases the audience won’t be getting too much information other than the headline itself. They might click on it if it makes them curious or if they have an established relationship with you, but it won’t mean much to the majority of your target audience.
Instead you should aim to create several valuable social media drops from each of your posts. These can be practical tips from the post. They can be inspirational quotes. They can be impressive stats or other facts. Could be provocative statements. Or stunning pictures and graphics. Any talking points really. Anything that opens more social media sharing potential. Whatever it is that your audience finds interesting, useful and share-worthy.
My favorite type of drops is including visual elements in my posts and then spreading these directly through social media so people can see them and get value from them without needing to visit my site. Some very recent examples are infographics, checklists and quotes. These social native pieces help get more engagement. I always make sure to include my link in there too which leads to my site being introduced to new people.
Drop these regularly over a longer period of time after publishing your article. Drop them in several different platforms that you decide to include into your marketing routine. Remember this is not you spamming. This is you reaching out with targeted messages that will help people.
You will start seeing results, you will feel much better and will bang your head against the wall thinking why you didn’t do this from the day one. It will make you stop only focusing on creation of new content, but will make you spend time and effort on getting your existing content in front of more people. Just another way of getting more mileage out of your content.
Repurpose old content in different formats and platforms
These are the simple but effective tactics you can use to reuse your old content by giving it a fresh look and a new format.
- Use for your newsletter. Consider grabbing a couple of old posts and rewriting them for your email subscribers.
- Do a webinar and create a presentation. Record the webinar and upload the presentation to Slideshare.
- Make a report or an ebook. Put together a report or an ebook from your archives and allow it to be downloaded from your site. Either for free or sell it. Or use it to get social media shares thanks to a plugin like wpLike2Get.
- Create an infographic. Some of your posts might make sense to be republished in a visually appealing infographic format.
- Turn quotes into stunning imagery. Use some useful tips or quotes from your posts and turn them into nice looking images. Brand your image with your URL. People love images so these could be spread through Flickr, Pinterest and other social media.
- Record videos and podcasts. Turn your popular posts into a video or a podcast.
- Use as guest posts and other syndication. Put together several of your best pieces of advice on a specific topic into a new and unique quality post. Submit this article as a guest post to a large and authoritative site in your field. You can also post your posts to sites like LinkedIn that allow you to syndicate your content.
- Create topical best-of posts that curate links to your most popular and best posts on that specific topic. Make it a best of list, the ultimate list of resource or the definitive guide to an interesting topic.
Native social media content
Where does the line go between having a social media piece and then hosting the whole piece of content in social media? Some companies do not care much where their content is consumed, as long as it is consumed and they are more than happy for it to live outside of their main site.
A lot of bloggers do a lot of syndication such as allowing other bigger websites to publish their archives or doing guest blogging. But these are usually done with the idea of getting quality links, increasing brand awareness and getting some visitors in mind.
Companies like BuzzFeed have part of their strategy to publish content on other people’s websites. Instead of sending people back to their main site, they are happy for people just to consume their content somewhere else. Snapchat is one of the new platforms that doesn’t allow links back and some publishers are more than happy to join their Discover platform and publish content in order to reach an audience that they might not have had otherwise.
It’s similar to Instagram where you cannot link back from individual posts either. Facebook has also launched their new Instant Articles, where big publishers such as The New York Times and The Guardian have started posting content for it to live on Facebook.
The main thing to think about is your goal. What are you trying to achieve in this first place? How can social media platforms best help you get there? Is it by posting your content exclusively there? Is it by posting on your own site and linking to it from social media? Is it a hybrid strategy of the two? Is it something else?
BuzzFeed make their money from “native advertising” which basically means that their ads look and feel the same as their normal content. Kind of like the traditional advertorial. They are creating their content paid by a sponsor which has a focus on the product that the sponsor is trying to sell. They try to create the best possible piece of content and the idea is then for this content to reach as many people as possible for their sponsor to be happy and them to get a good revenue.
In this case posting full content more than one place and using any traffic source can actually be a good thing. On the other hand if you for example monetize by having banner ads in your content, posting it somewhere else where you cannot display those ads doesn’t make much sense.
Consider how you monetize your site
Mail Online and other major sites spend a lot of their time on timely content – being first to break the news and reporting on current events and happenings that everyone is talking about. These big sites sell banner ads on cost per thousand (CPM) impressions which forces them to chase page views. This is why they publish large volume of content daily and report on all the trending topics.
They keep chasing visits, keep the page view count high and sell as many ads as possible. This strategy puts you as a content publisher on a treadmill of constant content creation. It is not realistic to keep at it for a longer period of time and it will burn you out.
If you monetize by selling your own product or doing affiliate marketing you can step away from the treadmill. Then you can aim to produce more of timeless type of content, content that is not perishable and much more valuable than content that is instantly out of date.
Timeless vs timely content
Don’t let your content creation and storytelling be too dependent on news, trends, and events happening in the moment, but don’t ignore timely content completely. Depending on your time and resources you can aim to find a balance between the two content types. Your timely content should be primed for social media consumption.
It should be in line with how people use social media – make it real time content. It gives you a hook that is short lived but could be very impactful thanks to current news and trending topics and people’s being interested in the environment around them.
Action: Find three drops in the new post you’re working on
Take a look at your latest post or the post you are creating right now and identify a minimum of three social media drops that are worth sharing. Remember the drop you are looking for is not just “headline + link”.
It is something valuable, something share worthy. Something that can live natively on a social media platform and do the marketing work for you.
If you cannot it probably means that your post is not very sharable in the first place. Rework and update your post to include some interesting statements, facts, quotes, great tips or stunning images.
Do you have the drops ready? Great! Now go through the different platforms in your marketing routine and share them:
- Go to your own profiles on Facebook and Twitter.
- Go to the relevant communities at Google+, LinkedIn and Reddit.
- Submit to platforms like Stumbleupon and other relevant sites in your field.
- Get in touch with a handful of influencers and other content publishers that you think will find these interesting.
After doing this you should monitor your engagement and analytics in order to see which messages and platforms resonate best with your target audience. This data will help you make more informed decisions to optimize your content, improve your social media drops and make your content marketing routine more effective.
Then it’s all about repeating this process with your next post. And doing it again and again and again.