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What’s Better for a Product Launch: Evergreen Content vs. One-off Content

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Both evergreen and one-off content benefit a social media marketing strategy. One-off or topical content provides instant exposure and a sense of urgency or timeliness for your audience. However, its usefulness and influence is short-lived. Evergreen content, on the other hand, has a long shelf-life that gives value to both old and new readers.

So which should you choose when launching your product?

Create a Buzz Around Your Launch

One-off content is designed to be newsworthy. As a result, it provides a high rate of shares in a short period of time. This also means it suffers from a high decay rate.

This type of content is linked to an event or season and is likely to be viewed by lots of people, dropping off just as quickly as it started. Anyone who comes across this content outside of the relevant period will think they have outdated information and move on. This is the case even if it contains some useful gems that are evergreen. That said, one-off content can leverage attention for your business or product if you are quick enough to link it to specific events or include an opinion on trending issues.

Provide Longevity for Your Content and Products

Evergreen content is the kind that is useful to your audience for months or even years. It is informative and beneficial to the reader because it is not tied to a specific event or date. These types of articles will gather backlinks over time, helping not only the article but also your overall SEO.

content marketing

On the other hand, it is difficult to create a sense of urgency or scarcity with evergreen content. When launching a new product, encouraging potential customers to act immediately is difficult. If it’s not tied to a specific season or issue, they are less motivated.

Evergreen or One-off Content – Which to Use?

Both evergreen and one-off content have their place in a marketer’s toolkit. Which you use will depend on the type of promotion you are planning and your longer term marketing strategy and goals. These three areas should be considered when making your decision about creating one-off or evergreen content.

  1.       Workload – One-off content means putting in a lot of work before the launch, and then getting to enjoy a lull as the campaign plays out. Evergreen content requires a sustained approach that is spread out to create a consistent feed of useful articles.
  2.       Financial peaks and troughs – One-off content will create a buzz and a sense of urgency that translates to high sales whilst the content is fresh. After this, though, sales will drop off as the content deteriorates. Evergreen content usually garners lower per-month sales that are spread over a longer period. To combat this, an effective email sequence and sales funnel can generate more sales with evergreen content.
  3.       Momentum – A sense of urgency and relevance is easier to create with one-off content. The purchasing window is smaller so your audience is more likely to take action quickly. Evergreen content is about continual promotion and keeping your product relevant to your buyer demographic year-round. Additional pushes with evergreen content to create pockets of urgency and increase momentum can be created with a little thought.

Regardless of which type of content strategy you pursue, a new product should be lauded across your brand’s online presence: newsletter, social media, website, etc. To ensure everyone on your email list is getting the news, be sure to use an email cleaning tool. Reducing bounce rates and reaching customers is the best way to let them know about your new product, and giving them a chance to purchase the item directly through email.

How to Launch Your Video Marketing Campaign

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By the end of this year, 69% of all consumer internet traffic will be video content. Customers want more video and businesses are responding with enough to fulfill their appetite. To reach more customers and connect with more prospects across a range of platforms, you should be launching video marketing campaigns.

As with most advertising endeavors, it’s easier said than done. Small budgets, little experience, and limited expertise could all be reasons for you to be holding back on creating your own video advertising campaign. That’s why we’ve pulled together some basic steps to get you started quickly and easily.

Figure Out What You Want to Say

Just as you would with all your other marketing strategies, work with your customer data. Who they are, what they want, and what their pain points are should all be considered when planning to advertise with video. This will help you create videos for each step of the buyer funnel. It will also let you speak to customers in a way that they will understand, remember, and share.

Videos for marketing should bring your product to life, humanize your brand, educate your audience, and build trust in your offer. Consider using customer-created content, sharing behind-the-scenes peeks, and saying thanks as ideas for your first video campaigns.

Video camera

Decide Who Will Produce Your Video

Producing video marketing content doesn’t require a multimillion dollar budget. Quality is important, but so is authenticity that resonates with your customer. There are really only two options available for video production. Each depends on what you are trying to achieve and the size of your budget.

  1. You or your team develop the videos internally. Get yourself a great HD-quality camera and spend some time researching how to create great video marketing campaigns. You might also want to consider taking a short course that will give you additional insights. Alternately, you can hire a videographer to join your team.
  2. Hire an outside agency. This can often be the more expensive option, but remember you’ll get what you pay for. Working with professionals can be the answer for an impactful, one-off video advertisement. However, they could be an expensive, longer-term option.

Keep it Short and Shareable

One of the greatest advantages with video ads is that people love to share them, thereby doing a large part of your marketing work for you. Remember Google’s ad from 2015? It was the most shared ad of the whole year because it was short and sentimental.

Although the ultimate aim of your video campaign is to sell more, you must avoid being too self-promotional – it will turn viewers off. Try to educate, entertain, and inspire. Stick to the point, and remember what your customers want and how they want it. Provide that in an engaging video format and you’ll reap the rewards.

Promote, Measure, and Analyze

Once you’ve created your video marketing content, you need to release it. YouTube and your own website are obvious places, but Facebook and other social media platforms you are already active on should also be used. Additionally, utilize your email list and disperse the content through there. As long as you verify your email list, subscribers will receive your video and can then share it among their other contacts.

Measuring the performance of your video will provide you with the information you need to build a library of useful videos that convert viewers to customers. You should be tracking views, how they are watched, how long they are watched for, and drop-off rates. This data will help you understand what works and what doesn’t, allowing you to build on successes and reap the rewards of an effective video marketing campaign.

Free Marketing Guides for Email and Social Campaigns

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Staying ahead of trends like content marketing, search engine optimization, and email marketing can be tough. This is especially true when every site has something different to say. Marketing guides give business owners like you the chance to learn from the experts with a straightforward, step-by-step plan.

So, instead of scouring the internet for hours, we’ve listed a few of the best free marketing guides right here for you.

Online Marketing Guides

Kissmetrics – Fix your “leaky online funnel” with Kissmetrics’ “How to Measure and Fix Your ‘Leaky’ Marketing Funnel guide.

Beginner's Guide to Online Marketing

QuickSprout – QuickSprout offers a 14-chapter marketing guide titled “The Beginner’s Guide to Online Marketing” (by Neil Patel and Ritika Puri) that’s designed to help every level of marketer. As such, this guide is for everyone from the very experienced to the first-timers.

Google – If you’re more interested in a hands-on approach, Google has an interactive online marketing guide – “Google’s Small Business Online Marketing Guide”. It comes with a “getting started worksheet.”

Email Marketing Guides

Kissmetrics – Kissmetrics also offers a “Beginner’s Guide to Successful Email Marketing” that’ll teach you how to approach each phase of email marketing. This covers everything from getting started to the day you launch.

WhenIWork – If you’re a small business owner, then WhenIWork’s “A 101 Guide to Email Marketing” is for you. It covers the basics and offers some need-to-know practices for getting started with email as an SMB. Especially for small businesses, use an email validation tool to make sure that once you set up your email campaign, you’re reaching inboxes.

The Ultimate Guide to eCommerce Marketing

Digital Marketer – Digital Marketer has created “The Ultimate Guide to eCommerce Email Marketing”. Included is a three-part plan that walks readers through the eCommerce email marketing process.

Social Media Marketing Guides

Mashable – Twitter is intriguing, but if you’re unsure how to use it, it can be detrimental for business. Fortunately, Mashable has created a comprehensive “Twitter Guide Book” for novices of this social media platform.

Social Media Examiner – If you’re more of a Facebook person, then Social Media Examiner’s “Facebook 101 for Business: Your Complete Guide” will help you cover all your bases. The guide even includes how to optimize your business page.

The Free Beginner's Guide to Social Media

Moz – For those who are just interested in social media marketing as a whole, Moz released “The Beginner’s Guide to Social Media”. This comprehensive guide is designed to help you learn all the basics of every platform, from Facebook to Twitter.

The internet is teeming with free marketing guides. The hardest part is figuring out which one is the best. This list, however, will get you on track.