4 Steps to Producing the Exceptional Evergreen Content You Need
Any good tourism marketing agency will tell you that you need evergreen content in your marketing plan. And, if you checked out our previous article, you’re already aware of the myriad benefits this type of content offers.
So, what do you do now? Maybe you’re dying to create a piece and already have an idea brewing. On the other hand, the thought alone may be completely overwhelming and you don’t know where to begin!
It can be a lot to think about. So we’re here to break it down and help give actionable steps to get you started!
Step 1: Choose the right topic.
Before you start thinking about HOW to create evergreen content, really put some thought into WHAT, exactly, you want to make. Choosing the right topic will help you avoid a multitude of pitfalls down the road.
So what makes a topic a good one?
Content that revolves around a specific event is NOT evergreen material. Content revolving around a multi-season tourist attraction, however, would be. For example, check out this project highlighting Maine’s offerings that would work for a variety of travelers and times of the year.
GLP partnered with 3 regional DMOs across the state of Maine for a collaborative content marketing campaign designed to promote each region’s individual branding, while also marketing the destination as a year-round attraction.
This is evergreen content.
You also need to consider…
What is my ultimate goal with this piece?
Decide what you will use to measure the success of your content. You might be looking to drive brand awareness and want to garner a lot of views. Or maybe the idea is to use this project to gather contact information for follow-up engagement. Have a specific, measurable goal in mind. This is your Key Performance Indicator (KPI).
Who is my target audience?
The clearer your picture of the desired audience is, the easier it is to speak their language. Your strategy to reach retirees will be different than one focusing on young families. Things like income bracket, gender, age, and location will all factor into what you create.
Where will I host this content?
Knowing your KPIs and target audience will guide your decisions on where to host your evergreen content. You’ll be able to choose the best platforms based on what type of project you’re making and where your audience spends the most time.
Once you’ve answered these questions you’ll have the foundation you need to choose your perfect topic.
Having nailed down your goal, audience, and host, you’ll be ready to move on to…
Step 2: Find the right features.
Whether you’re planning a video ad or an interview article, having the right settings and subjects in the spotlight will make all the difference in your end result. Before you grab your equipment, take some time to plan and source the perfect features.
There are a couple of things to consider as you go about this step.
Audio
Whether your content will be video, verbal recording, or textual, if it involves any interviews you’ll need to think through some unique issues. Few things fall as flat as an awkward conversation caught on tape! Before beginning an interview, try to find out if your subject is skilled and comfortable in front of a camera and/or mic. If they’re not, see if you can provide some coaching to achieve a more polished end result.
Visual
How effective do you think an ad for a ski resort would be without mountains in the background? Or a story about a family restaurant without showing any food preparation? Imagine this GLP production on the art scene of Portland (right) without all the artistic imagery! Planning a video shoot should include thinking about what will resonate with your audience in terms of what’s in the background, as well as the primary focus. You can create an entire ‘vibe’ by noticing your surroundings and tailoring them to your desired result! Consider your goals and find the perfect shoot location.
Equipment
What would really be discouraging is having the perfect audio and visual plan only to discover that you can’t execute it to its fullest potential. Having the right equipment to produce your piece is crucial to its success. If your company doesn’t own high-quality cameras, microphones, drones, or other tools you need, consider either renting what’s missing or purchasing it so it’s handy for future projects!
Remember… the goal of producing evergreen content is for it to be relevant for a long time. Part of being relevant is garnering attention and staying in people’s feeds.
It should go without saying that quality content will out-perform mediocre productions every time. That’s especially true of evergreen content.
Why?
Because even poor-quality pieces can get people to click once. But only the best get repeat clicks, shares, and references.
Those types of interactions help boost your content by demonstrating confidence to web crawlers and social algorithms. That keeps it easy to find. That keeps the interactions coming. And that keeps it easy to find…
You get the picture.
Step 3: Edit and produce your content.
There’s a plethora of editing software options available these days. With such a wide variety of video needs, only you will be able to determine what fits your project. You can find a handy breakdown of the most popular options to explore here.
Your needs and budget will largely dictate your final decision. Regardless of your decision on which editing software to use, keep in mind…
You shouldn’t rush this process.
Poor editing can break an otherwise stellar production. After an initial editing period, give yourself some time to NOT look at it. You’ll be able to come back with a fresh perspective and probably see things you’d missed before. Finally, circulate it to your entire team for feedback. It’s worth the extra time it can take to get multiple sets of eyes on your piece.
At last, when you’re fully satisfied with your work, it’s time to...
Step 4: Promote your masterpiece.
You’ve already determined what your goals are and where your audience spends their time. Your exceptional evergreen content is edited to perfection. Now all that’s left to do is get to work promoting it!
As you publish your content you’ll want to use every avenue available to garner attention. That will look different in each scenario, but here are a few things to try including in your promotion strategy.
Collaborations
If your piece includes other businesses or public figures, work with them to cross-promote on your various accounts. Be sure to use each platform’s specific ‘Mention’ and ‘Tagging’ features to increase visibility.
Paid Placements
Some evergreen content makes excellent paid ads. Videos that are too long can be trimmed down and recycled to the perfect length. Explore your options and consider your budget for paid placements on your target audience’s most frequented social platforms.
Contest Entries
Find out what kind of opportunities are out there for your specific type of evergreen content production. If you produce a piece of top-notch content, like this award-winner, it’s worth putting it out there. Landing an industry award for all your hard work would drive a ton of traffic to your piece and, ultimately, your business!
Getting eyes on your evergreen content is crucial to getting it the recognition it deserves. The hope, obviously, is that it will speak for itself and keep the good things coming through audience engagement. But that first introduction to your audience is on you. So work it!
Creating evergreen content should be a key component of your marketing plan. But it IS a lot of hard work. If it’s too much to take on yourself, we’d love to hear what you have in mind. Reach out to us here to see how we can help! Who knows… maybe we can make something incredible together.