Tag: content

The Importance of Revamping Evergreen Content

The Importance of Revamping Evergreen Content

 

As content marketers, we’ve all learned the importance of creating evergreen content – that’s content we know will always be of interest and relevance to our customers. Why? Because evergreen content is not only highly cost effective, it can also deliver traffic and ensure a high ranking in search results for months or even years if it provides real value to your audience.

But you shouldn’t just post and forget. Your evergreen content could still need some TLC. Here’s why.

 

1. Your content doesn’t meet modern audiences’ visual expectations. We’ve all now come to expect rich visual experiences when we consume content. We respond so much more powerfully to images and graphics that enhance and bring to life the written content. If your evergreen content is a wall of text with only a single stock image, your users will move on.

2. Your users are mobile. In just the last year, mobile web traffic exceeded that of desktop, which is all the more reason to avoid that wall-of-text. Mobile users want short, snappy, bite-sized content that’s optimized for their devices.

3. It’s not optimized. Maybe you’ve redesigned your site; perhaps your tagging strategies have changed, you have a new CRM system or maybe those keywords are no longer as strong as they could be. For your content to be discoverable, check in on your evergreen content and its place in your content ecosystem.

 

So let’s say you’ve had a content program for some time now. What’s the best way to find the underperforming pieces? We’d recommend the same approach we adopt for our clients—a thorough audit of all your content.

At Imprint, we’ve found ourselves spending a great deal of time assessing and auditing our clients’ content that’s already available, from the merely ancient to the simply miscategorized—and then working with our clients to optimize it for audience expectations, accuracy, timeliness and revised messaging approaches.

If you’re going about an assessment and audit on your own, make sure to count assets and formats, and most importantly, figure out which content your users are engaging with most of all. Also try to review what exists for subject matter, effectiveness, timeliness, and relevancy to the goals and the audiences you’ve defined.

At the end of the day, we’ve often found that many of the wordier, older pieces of content on a site can be transformed with appropriate visual additions into more concise and engaging pieces of snackable content. Much, if not most, older content can be revamped in this way. Then, all that’s left is to map out where these new versions and their promotions fit with your current content calendar.

When marketers only have so much bandwidth and budget, refreshing existing content can conserve resources and drive ever greater engagement.

Election 2016: Should Brands Get Involved?

Election 2016: Should Brands Get Involved?

If you’ve used Facebook, Twitter or other social media this fall, you’ve likely noticed that that you have a group of friends and acquaintances that are extremely vocal about the election. But you also likely have a whole other group who, at least on social media, have stayed completely silent on anything election related.

The same division is happening in Corporate America. Some companies have openly stated their positions on the candidates, the issues and even the tone of the debate. Others, however, have remained completely silent.

At Imprint, we’re aware that commenting on the election works better for some brands than others. Kenneth Cole, for instance, has produced multiple pieces of content around voter registration, and Hotels.com has created a whole campaign, including articles, tweets and videos aroud their mascot, Captain Obvious, running for president. Even Tic-Tac recently joined the club.

But for an industry like financial services, election-related content is critical. People are concerned about how their savings could be impacted, how tax rates could change, which way  interest rates could go and how their debts could be affected. Financial marketers should be in those conversations.

We were interested in how financial firms were approaching election content. We used Vista, our quarterly content monitoring study, to track and analyze the election-related content produced by a competitive group of financial service firms.

There certainly was a lot of content – more than 50 individual election-related pieces published across 25 firms. However, only 10% of the firms put forward a strong point-of-view. Many firms touched on the key election-related financial concerns and most providing a historical perspective on what typically happens in the market during election periods. But very few firms advised the reader on what to actually do with this information.

We felt two companies bucked the trend, producing election-related content that had an excellent point of view and gave its readers insightful and actionable information.

OppenheimerFunds: We liked OppenheimerFunds’ engagement and promotion strategy. It has a dedicated content hub where the OppenheimerFunds team has been tracking the elections for months – and continually updates the content to reflect the most current views and status. The hub contains all the components that the firm then uses to feed other communication formats and messaging. Other standouts? The content is very visual – with charts and infographics – and they have a taken a multi-format approach publishing articles, video, webcasts, and whitepapers. OppenheimerFunds also has a clear perspective that’s helpful.

UBS:  This firm also has an area of its site dedicated to this topic, called ElectionWatch – where the content is kept fresh and up to date as we move closer to the election.

All-in-all, we think this is an important topic – and a great opportunity to share your firm’s thought leadership. But, like any content opportunity, if you want to optimize the effort there are things you can do to make it great:

  • Put forth a clear POV: Election content is everywhere – readers are inundated with information so you need to take a position in order to stand out.
  • Consider a dedicated content hub: Putting everything in one place makes it easier for your audience to consume content.
  • Use visuals to help tell the story.
  • Avoid dead ends: Offer clear next steps and actionable CTA’s to guide the reader along the customer journey.

For more insights on how content intersects with Election 2016, listen to our podcast, Contagious Content, and find more insights in our election-focused Vista quarterly content  report.

CC 4: Election 2016: Trump, Clinton and Content Marketing

CC 4: Election 2016: Trump, Clinton and Content Marketing

With Election Day less than a month away, which candidate is winning at content marketing? How should brands join the conversation? Check out our latest podcast where the Imprint team offers up their answers to those questions.

Intro music Golden Sunrise by Josh Woodward // CC BY

The Future Is Virtual

The Future Is Virtual

In the piece below, Imprint’s Ashley Brenner gives her take on the emotional experience that Virtual Reality content can offer.

Virtual Reality is set to become the content marketing medium of the future, with many calling it the ‘next frontier of branded content.’ Deloitte valued the VR industry at $1 billion this year. Goldman Sachs estimates the market will be worth $80 billion by 2025.

Read More at Communications Week

Print isn’t dead, only patience

Print isn’t dead, only patience

In the Campaign Live piece below, I offer my thoughts in regard to print media–the death of which has been greatly exaggerated.

 

Click-through rates, opens, impressions, downloads and…dog-eared pages? Developments in analytic capabilities have allowed marketers to understand the ROI of each initiative, and in an increasingly digital world, these results begin to pour in almost immediately after pressing go.

Read More at www.campaignlive.com

Is Winning Everything?

Is Winning Everything?

Taking Learnings from Rio Onward to Cleveland.

I just returned from attending the Olympic Games in Rio de Janeiro, and I’m off to Cleveland next week for Content Marketing World. Two different cities, for sure. But I learned some lessons in Rio which I am definitely packing in my carry-on.

Content Marketing World is like the Olympics of content marketing: multi-days, tons of talent, ending in very competitive awards categories. Imprint, at only three and a half years old, is nominated for Small Agency of the Year for the third year in a row.

So what did I learn in Rio that I’m taking to Cleveland? Of course I was reminded of the preparation, dedication and focus of world-class athletes. What really inspired me, though, was the sense of team. While everyone wants to win, the spirit of the collective work – what happened throughout the year – matters most.

The Olympic games in Rio put these athletes in the spotlight. But how hard do they train when no one is watching?   I didn’t have to ask that question to Ashton Eaton and Brianne Theisen-Eaton, the fittest married couple on earth. The answer is hard; they train very hard. This year, Ashton repeated a gold medal win in the men’s decathlon and Brianne took the bronze in women’s heptathlon.

At a small agency, you do everything. You roll up your sleeves, dig in and do your very best. And often there isn’t anyone watching.   You’re representing your team, and standing for your collective mates. I am so proud of the team at Imprint and the incredible work that has been done this year.

Win or lose in Cleveland, it’s bigger than one award. Here we go!

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