Any company looking to extend their PR outreach and coverage should integrate evergreen content into their PR strategy.
This is content which is essentially ‘always on’. In the same way that evergreen plants are consistent with growth and vibrance year-round, evergreen content is not time-specific and is designed to be functional and sustaining throughout the year.
Evergreen PR is truly the gift that keeps on giving!
Evergreen stories offer content that can be repurposed and reused whenever needed. The concept of the stories can be updated on a monthly, quarterly or yearly basis - based on the type of research and content within the piece.
As with every campaign, the content must be insightful, relevant and topical for your target audience in order to truly drive results.
Types of evergreen content include:
- Non-seasonal case studies
- How-to guides
- Thought leadership and new methods
There are a few important things to remember when incorporating evergreen PR into your plan…
It is important that your content stays relevant and won’t date. The best evergreen PR content focuses on matters your audience cares about right now and will continue to care about further down the line.
Think in the mind of your reader - what are they searching for? Stay away from short-lived trends, breaking news or seasonal stories and focus on providing helpful information.
It is important with evergreen content to select a keyword to optimise for. Put this keyword in the title and throughout the body copy. If you are an e-commerce business sharing the story on site as well as outreaching to the media, make sure to add the keyword into the URL of the page like on brand site.
If using data within your campaign, make sure it is from a reliable source that will also keep updating the same set of statistics so that you are able to follow suit with your content. Some of the best resources for current and trustworthy data are Statista and ONS.
When repurposing evergreen content, it is important to change up your pitches to make journalists understand why the content is still relevant and what has changed in the past six months since the last outreach of the story.
If you need support making your own evergreen content, get in touch with us.