You know that content marketing is a highly effective way to attract and engage prospects, earn their trust, and ultimately convert them into customers. And you’re eager to start creating some compelling marketing content to do exactly that. However, when you start crunching the numbers on what it will cost to stock your content library you begin to get cold feet. Fear not! If you’re working with the right Denver marketing company, they’ll point out that the lifetime cost of quality marketing content is extremely low.
Creating “Evergreen” Content
If there’s one word that best describes how to maximize the return on your marketing content investment, it’s “evergreen.” Some companies make the mistake of generating an endless stream of content that is outdated almost before it makes it out the digital door. Even if it is very high-quality material, it will only have value for a very short period. Other content marketers, however, understand that with a little bit of forethought, you can create content that stays fresh and relevant for years!
Now, of course, some of your content is going to be about “current events” in one way or another. Those pieces of content are likely going to come and go fairly quickly. But there are other types of content that can be designed in such a way that they have value for many years. For example, a piece that gives the historical background on the market that you serve can be very evergreen if crafted the right way.
In particular, when creating content, be sure that:
- It doesn’t include dates, which immediately start the “shelf life” clock on an item.
- You use general time frames like “recently,” “not long ago,” etc.
- You avoid references to widely known events that can be dated.
- It covers concepts that are not likely to change anytime soon.
- You avoid popular culture references that will quickly go out of vogue. (“Our product has the same kind of mass appeal as a fidget spinner.”)
Content by the Numbers
To put the value of evergreen materials in perspective, imagine that you spend $500 to create a piece of content that gets stale very quickly and only generates 10 leads before you ultimately stop using it a handful of weeks later. That’s $50/lead. Not terrible, but not cheap either.
Now, think about the difference if that piece is designed by your Denver marketing company to be timeless and therefore can be used for many months or even years. Let’s say for the sake of argument that ultimately it generates 500 leads. Now we’re talking! That $500, which felt like a budget buster at the time, is proving to be one of the best marketing investments you’ve ever made, as it’s currently bringing in leads at $1 each, and that number will only get better.
The Key is Strategic Content Creation
A-Train Marketing has been a leading Denver marketing company for almost 20 years. We know how to craft materials that grab a prospect’s attention today and will continue to engage your target audience for months or even years to come. Give us a call and let’s talk about a content marketing strategy that will help your company grow.