Relevant, engaging content continues to be a key component of a business marketing plan. And as most companies quickly learn, adopting a ‘content first’ marketing strategy can have its budget limitations.
What successful content marketers learn is that most content can (and should) be created to be ‘evergreen’… meaning, the content should have value to its audience for many years into the future. This doesn’t mean that the content can’t be refreshed. But, it does mean that the core message and underlying search qualities can be generating audience traffic for quite a while.
When ‘evergreen’ content can be created, the cost of that original content creation can be amortized over a longer period of time. This tends to help to justify the initial production costs – whether it is the cost of a writer, photographer, and/or a videographer.
One of the easiest ways to extend the value of your content is through Omnichannel marketing.
Omnichannel marketing is the strategy of marketing across multiple platforms – email, apps, social media, and your website. But, as important to presenting the content on the different channels is the different media and presentations that you might use with the same content. With the same consistent ‘voice’, the same content can be delivered in written form on your website blog, as a strong visual image on some media channels, and as video on others.
So as we move forward on quality content creation, it is just as important to plan for the presentation of that content on different channels from the very beginning.