Creating Evergreen Content

READ  •  2021

Social Media

In its simplest form, evergreen content is content that will stay relevant and valuable for a long period of time, no matter the season or what is currently in the news – like “how-to” guides, tutorials, and case studies.


Photos by Pauline Boldt.

Starting Evergreen Content

When deciding on a content strategy for your business, you want to ensure a portion of evergreen content is included. Having a plan of what evergreen content to create can save you valuable time and offer room to post more timely or seasonal content around it. However, your focus should be on having the best information based on the searcher’s intent when it comes to creating.

An excellent place to start is looking at the top webpage results for the same content you’d like to create – this helps structure your content around what will get the most web traffic. Then, look at the language and SEO keywords these pages focus on.

Things to Consider

Now that you have great written content and had an in-depth look at SEO, it’s time to consider how else your evergreen content can rise to the top of searches.

Internal linking is a great way to get viewers to interact with other content on your site. For example, if you write a how-to guide on searing salmon, an internal link could lead to another page on your site where you sell the cookware you used for the guide.

External or outbound linking is when a page on your site links to another page on a different domain (aka links from your site to someone else’s). You may be thinking, why would I want a user to leave my site and look at someone else’s, but the reality is that external linking helps add depth and timeliness to your content by providing the user with extra knowledge, especially when writing about a complex topic.

You also need to think about how you’ll promote your evergreen content. Email marketing is a great way to get your content directly to who you want to read it – and to people who have said that they want to hear from you. In an ideal world, you’d be able to hit publish and have your target audience interact with your content. In reality, you need a solid promotional plan, so the right people find your content, interact with it, and share it.

The Bottom Line

Evergreen content saves you money, time, and resources if done well. Since the content requires less frequent updates, you can focus your efforts on more timely matters of your content strategy. Evergreen content is a fantastic way to assist your businesses’ continued organic growth.

Diving Into Reels and TikTok

READ  •  2021

Social Media

TikTok and Instagram Reels have taken the world by storm. Not only does video content offer entertainment value, but if used correctly, it’s also a way to connect to your audience and give personality to your brand.


Photos by Pauline Boldt.

The Power of Video

Although TikTok videos and Reels may be similar, they have features that differ. Before we get into the importance of these short and snappy videos, we should discuss the features of both:

TikTok Features:

  • A separate platform
  • Videos can be up to 3 mins long
  • Edits (including graphics, text, and video transitions) are all available on the platform
  • 855 million monthly active users

Reel Features:

  • Live on the Instagram platform
  • Videos can be up to 60 sec long
  • Reels can be directly posted to Instagram stories
  • Edits (including graphics, text, and video transitions) are all available on the platform

When deciding how to approach Reels or TikToks for your business, spending some time on both platforms is essential. Researching what competitors are doing and how they succeed is an excellent baseline for tailoring your video content.

A common misconception is that filming video content for TikTok and Reels will be easy and quick. Of course, as time passes and you film more, they will become faster. However to start with, make sure you have the video strategized and storyboarded, and a list of props you’ll need before you even pick up the camera or phone.

The best part about using TikTok and Reels is that both are relatively new, meaning there is more room to experiment. If you find your brand lacks a personal connection to the audience, consider doing a behind-the-scenes office tour or a meet and greet of employees. Video content is a way to put a face to your brand and allow for a more authentic connection.


Deciding to make a TikTok account is also great for experimenting with your business. For example, you may find posting different content than what you post on established social accounts can attract new audiences or even have a higher engagement rate! Currently, the highest share of users is between the ages of 10 and 28, but users aged 30 to 39 are one of the fastest-growing groups. It’s essential to consider the audience you are already reaching and which audiences you’d like to reach for more brand awareness.

Engagement with video content is made easy with TikTok. Most people think when they reach out to a company, they will get an automated response or be talking to a computer. If a customer comments on a TikTok with a question, you can respond right in the comment feed with a video response.

Instagram Reels

With Instagram Reels, the engagement focus is more on finding new customers for your business. Follower count and engagement rate are bound to rise if you post Reel videos on current trends and topics. Instagram, as a platform, promotes Reel content of high quality, so if Reels are something you hope to do going forward, make sure you invest the time and effort into creating them.