Advisors: Get to Know Evergreen Content

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Advisors: Get to Know Evergreen Content

You’re a Financial Advisor, looking to use content marketing to expand your client base. You’re a busy person, always in a meeting, or at least on your way to one. You are already working more hours per week than you’d like to. You aren’t able to spend hours a day writing or producing new content for your marketing efforts. There simply is not enough time.

Content marketing can be difficult at times. You spend hours creating the perfect piece of content. You’re hoping it will provide value to your target audience; entertaining and educating them using their favorite form of media. The downside of content marketing: you spend hours creating this content and it doesn’t get seen by as many people as you were hoping.

I’ve been there. We’ve all been there. I would spend hours (weeks) writing the perfect essay, crafting the perfect presentation. I would create great work but I always felt somewhat disappointed, knowing that only a few people would ever see my work (and care). The feeling is frustrating. Today, I’m here to tell you that you never need to feel that way as a content marketer. There are methods of creating content that allow you to use and reuse content in order to get the most mileage out of your content efforts.

I’m here to introduce you to the best type of content for reuse and social sharing. It is called “evergreen” content. It will save you time and energy creating content that becomes outdated once the market or trend shifts, or the regulatory landscape changes. Evergreen content has the longest lifespan of content, generating traffic and leads for a very long time after it is published.  This type of content is called “evergreen” because, like a coniferous tree, it is not beholden to the seasons. Evergreen content stays “green” all year round, having nothing to do with current events or current industry landscapes. It will be useful to a reader whenever they come across it, whether tomorrow or a couple of years from now.

Evergreen content can come from any asset you create for any purpose. Creativity is the only hindrance. Do you have a pitch book? Turn it into a series of blog posts. You are an expert. Use your experience and knowledge to benefit the people consuming your content (and in turn, help you become a thought leader). Some examples of evergreen content for financial advisors could be: 

  1. How to Start a Retirement Plan
  2. 10 Ways to Become Financially Independent
  3. Frequently Asked Questions About (Insert product/service/offering here)
  4. Interview with (member of your team, influencer, industry expert, really anyone)
  5. 10 Reasons Why You Need an Advisor to Manage your Retirement Fund

Really any “How-to”, List, FAQ, Interview, or case study that does not revolve around the current industry landscape can be considered evergreen content. It can either be repurposed material or brand new content.

Whether you realize it or not, you already have plenty of starting points for creating evergreen content. Your pitch book, training materials and other existing documents in your business (that does not contain confidential or proprietary information) can be easily transformed into a piece of content to share. You can explain why your mission statement is the way it is, an explanation of various types of investments, advice columns, what you have helped others accomplish, or any other subject in which you have expertise.

You don’t need to stay on top of industry news or events for those type of articles. Simply create a version of your material that visitors to your website can consume in an easy way. The material should help them learn more about you, your business, or a topic that might affect them. Any subject which could establish you as a thought leader and will still be relevant in a few years is fair game. It is commonly considered best practice to update your articles as regulations or industry landscapes change. This will ensure that the information you are providing is always up-to-date and accurate.

Evergreen content remains fresh over time. It can be reused, shared repeatedly on social media and repurposed into another format. It is an extremely valuable tool to grow your reach and influence without spending an unnatural amount of effort.

One important tip to consider when creating and sharing your evergreen content is:

Update the content when new information becomes available!

Keeping your content fresh will ensure that someone viewing the piece will know that your business is up to date. Without a modern website you will appear to be “behind the times”. This will lead to some consumers thinking you are an outdated relic of an older time and taking their business elsewhere.

If you don’t believe having a website is critically important please check out the following articles:

7 Things People Hate About Your Website
Advisors: Why just having a Website isn’t enough
How Financial Advisors can use Content Marketing to Boost Website Traffic

Do you create evergreen content for your marketing efforts? Do you find evergreen content generates a high-level of engagement? Is timely information more effective for your blog or website? Let us know over on Twitter @VeridayHQ.