Video As An Evergreen Content Strategy
Evergreen content is continually relevant no matter when someone clicks on it or watches the video. It is simple, lasting and sustainable over a long period of time.
The new web is a hungry beast for content, and many organizations are having difficulty meeting the content demands of the media and staff/budget concerns.
Here are few good ways to develop “evergreen” content for video:
- Narrow the Topic: The more specific, the better for SEO. This leads to more attention-getting headlines, too.
- Tell a Real Story: This allows the story to live on for years because it is always true.
- Self-help or How-to Videos: These are relevant as long as the how-to is correct.
- Avoid Dates: Don’t make a 2016 holiday video, make a holiday video with a specific keyword so it is relevant each year.
- Don’t Feature Events: Events date videos too quickly. They make good videos, not good evergreen videos.
- Avoid Trendy Clothing and Styles: Nothing dates a video faster than clothing and hair styles. You can’t always control hair, but you can make recommendations for clothing. Avoid clothing with words, logos or other identifiable markings (other than your organization’s logo).
- Avoid Trendy Editing Techniques: Dissolves, cuts and simple graphics will tell a better story than funky new moves. They may look cool now (60-Minute interviews still stand up to day’s scrutiny) but watch a music video from the 90’s and you can see (and hear) the dating.
- Keep Music Simple: Content will date you if it is too trendy.
- Avoid “Trendy”: It is a trend, so it will shift into and out of style–your evergreen content is not a trend.