Set high standards
Creating something truly valuable does take time and effort, but it is a worthy goal for all brands as the benefits of high-quality content continue to grow as marketing takes on ever greater importance for modern enterprises. To achieve this lofty aim, focus on providing added value for audiences and answering their search intent via the most complete, well-researched and accurate articles, infographics or videos within your particular niche or sector.
Evergreen content can deliver positive returns long after publication. Keeping your articles and blogs up to date so that they remain relevant can really drive return on investment for a particular piece. It also requires a knowledge of search engines and, in particular, how crawling, indexing and retrieval function. Basically, you want to use keywords that will be searched for regularly so that Google and Bing pull up your content over and over again.
Create multipurpose content
An offshoot of the evergreen concept is the idea of multipurpose and flexible content. Rather than investing in one video that might become dated quickly, instead focus on a 1,000-word editorial that can then be spun into different forms of content afterwards. A single evergreen piece can be given a new lease of life as a guest post, conference talk and snackable social post days or weeks after it has been published.
Keep them coming back
You want readers to come back and refer to useful content regularly. A few topic ideas to deliver this value over an extended period of time include answering frequently answered questions, posting how-tos and advice pieces with short and concise insights, and explaining and demystifying industry concepts and ideas.
Manage content wisely
It is highly likely that you are not imposing a premium or paid barrier to your content marketing materials, so it is important to carefully curate and manage the platforms you post on. If you need content to convert into traffic to support day-to-day business, then it may be a good idea to publish brief summaries or an intro to an article on social platforms and then direct readers to your website to consume the entire piece.