Learn how to create evergreen video content that will drive lasting results for your brand.
What is Evergreen Content?
Anyone who works with content marketing has either produced or heard of evergreen content. These materials differ from timely and news-related content because they never lose relevance.
In other words, it doesn't matter if it was published six months or over a year ago. The information it presents remains (and will continue to be!) relevant and useful when the audience accesses it.
Investing in the production of evergreen content can help your brand gain authority, achieve good rankings in search engines, and even attract more visitors and leads. And when this is done with videos, the results are even more impressive!
Want to know how to implement an evergreen content strategy in video for your company? Great! We've gathered everything you need to know about the topic in this post, where you will learn:
The importance of the evergreen strategy;
Why incorporate evergreen content into videos;
5 tactics to create infallible evergreen video content.
But before you start, you need to clearly understand the difference between evergreen and timely content.
The Importance of the Evergreen Strategy
The key for a company to stand out in the digital environment is to offer relevant content to users. The more useful the messages a brand shares, the more potential customers it can attract.
In this sense, evergreen content is essential because it helps boost brand authority.
When a company shares truly useful materials that can help solve everyday problems, it gains the public's trust. And when consumers trust a brand, the chances of doing business with it are high.
Moreover, the evergreen strategy helps optimize your business websites for search engines like Google.
How? Simple. When well-produced and relevant evergreen content increases the chances of other sites sharing your content or directing links to your page.
And more: since the longevity of evergreen content is greater, it helps your domain remain an authority on that topic for a longer time.
These are precisely two of the SEO criteria that search engines use to determine whether a site deserves to be at the top of the searches.
And it doesn't stop there!
Because evergreen content is better positioned on Google, the number of visitors to your page will be higher. After all, about 60% of users click on the top three search results.
And since evergreen content is more explanatory and comprehensive, it ends up attracting people who want to delve into that topic. To get informed, these users won't hesitate to download your materials, such as presentations and eBooks, converting into leads for your brand.
From the downloaded material's theme, you can segment these contacts and devise nurturing strategies to help them advance through the sales funnel more quickly.
Why Incorporate Evergreen Content into Videos
All the advantages of producing evergreen materials mentioned earlier are enhanced by including evergreen content in video format.
And this makes perfect sense!
Online videos are an undeniable success on the internet. They are already one of the most popular formats among internet users and help give more credibility and visibility to your business.
Check out the benefits of this strategy for your company:
a) Short, Medium, and Long-term Results
As we have seen, the main characteristic of evergreen content is that it addresses topics that do not lose relevance over time. Therefore, this strategy allows your company to achieve results in the short, medium, and long term.
For example, a video guide on digital marketing can attract visitors and convert leads both in the first week of publication and two years later.
This happens because there will always be people interested in delving into this topic. And your evergreen video content will be there, ready to be accessed by those who need it.
b) More Lasting Investments
As explained above, evergreen videos continue to attract viewers and convert leads long after they are published. It will not be necessary to make a new video on the same subject after some time.
This means that the investment made by your business in producing evergreen videos is more lasting than that directed at creating timely content. Thus, your company can allocate resources more intelligently and save.
c) Greater Scalability in Audiovisual Production
Another benefit that only evergreen video content allows is to scale audiovisual production more easily. In other words, you can increase sales volume without necessarily increasing investment and production costs.
After publishing evergreen content, such as a video class, all users who register on your landing page or pay will have access to the content without you having to produce it again.
d) Reinforcement of Brand Authority Across Multiple Channels
Evergreen video is one of the most efficient ways to increase a brand's authority. After all, audiovisual resources allow you to convey information in a much more didactic manner.
And best of all, you can do this on almost all channels, such as social media, blogs, and online video platforms. Thus, you can gain the trust of your persona wherever they are.
5 Infallible Tactics for Producing Evergreen Video Content
If you are starting to venture into the world of video marketing, it's important not to spend too much time producing timely materials. At least not for now.
Instead of trying to create the next internet hit, the best strategy is to focus on more enduring content. With these, your brand can achieve much more efficient and sustainable results.
With this in mind, we have separated some practical tips for producing high-quality evergreen video content:
1. Focus on Top-of-Funnel Content
To ensure you create enduring videos, it's best to focus on the top of the sales funnel. In other words, produce content on broad topics with a high search volume.
Instead of recording a video on “wedding dresses for 2018,” which is more specific and timely, prefer something like “how to choose the perfect wedding dress,” which is more generic and doesn't lose value over time.
Additionally, avoid complex data and technical terms, and be as didactic as possible. A good strategy is to transform other materials, such as blog articles, into topics for your videos. Learn more about the importance of pre-production in video creation.
2. Answer Your Customers' Most Frequent Questions
If your business has a website, social media profiles, or another communication channel, you have likely received a series of consumer questions. And many of them are quite similar.
One option is to gather the most frequently asked questions, answer them, and transform the content into an FAQ video.
But beware: although the most frequent questions don't change often, it's important to check if your content needs to be updated with new questions. To learn more about creating video content, check out 5 reasons to do digital marketing in video.
3. Create Videos of Your Least Mutable Products/Services
Evergreen content is not limited to tutorials and FAQs. You can also make videos of products and services that don't lose relevance after a few weeks.
To do this, choose the most established items in your catalog that have been around for a long time. You can show advanced features of these products/services and demonstrate their various applications, for example.
To learn more about how to capture leads with videos, see how to capture leads with video.
4. Video Cases Never Die
Another infallible tactic for producing evergreen video content is to invest in traditional video cases.
This type of content shows how real customers solved everyday problems with the brand's products and services.
Video cases, in addition to increasing business authority and credibility, do not age. Even after years, success stories remain relevant and attractive to the public.
To optimize the reach of your videos, check out 10 tips to use SEO in YouTube videos.
5. Don't Ignore Institutional Videos
Finally, to take full advantage of the evergreen content potential in videos, one alternative is to produce institutional videos.
This type of content aims to present the company to the public, sharing its values, vision, and objectives. In other words, it helps reinforce the company's identity.
And since organizational culture doesn't change frequently, institutional videos are evergreen. Thus, materials in this format can be used for years without losing their ability to attract and engage users. Learn more about the importance of institutional videos.
Conclusion
Now that you know how to create evergreen video content, it's time to get to work!
Remember that by adopting this strategy, your business can achieve expressive and long-lasting results. And the more evergreen content you produce, the more quickly you can reach your goals.
Want to learn more about creating video content? Keep following our blog and stay on top of the best tips and trends in video marketing.
And remember: always count on Bendita Filmes to help your company create amazing videos!
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