Even the most thriving, successful business has quiet periods when there isn't much going on, but this doesn't mean you should sit back and do nothing when it comes to your PR.
Maintaining a consistent level of visibility is important for your brand identity and credibility – without a regular stream of content, your business could quickly fade into the background.
So how do you get the PR love when there's no news to shout from the rooftops? The creation and promotion of evergreen content is the solution to seasonal slow periods, and it’s a strategy that every business should consider employing.
Unlike news stories and industry updates that are usually time sensitive, evergreen content is always relevant. It can be published at any time of the year, and your audience will still find it useful and interesting.
Creating a steady flow of evergreen content is a great way to get your business featured regularly in the media and increase your visibility online.
Here at SourceBottle, we recommend you have at least three evergreen pitch angles ready to go, so you can jump on opportunities and keep the momentum going all year round.
Evergreen story ideas can also be used in your regular content creation – they are ideal for blog posts, video content and social media to help engage with your audience and generate leads long after the content is published.
Evergreen content examples include how-to guides, tips and list style articles. Anything that isn't tied to a specific season, time of year or current event can be considered evergreen, and the rest is up to your imagination.
Needless to say, there is a lot of evergreen content out there. This means that if you are going to use it successfully, your evergreen ideas need to be very specific and tailored towards your audience. Try to avoid being too general if you want to have a chance of being noticed by journalists who are always looking for a new approach to a popular topic.
If you can develop a fresh angle on an evergreen topic this will help to make your content more appealing to audiences, and give you a greater chance of getting a story published by the media.
It can be a challenge to think of evergreen content ideas – if you're struggling to find inspiration or you’re stuck for a good evergreen story angle, here are a few of our suggestions:
There are plenty of different ways to create evergreen content and it is always a good idea to have a few ideas up your sleeve. This way, if you get the opportunity to connect with a journalist you will have something ready to pitch.
Building up a good base of evergreen content is a fantastic marketing strategy for any business. Because it's relevant all year round, evergreen content is extremely valuable, whether you're pitching to the media or engaging directly with your audience.