With the convergence of digital marketing tactics, it’s pretty clear that the core to a successful digital strategy is content. Just about every SEO expert, content or digital marketer should agree with the age old “content is king” statement. It’s no secret that if you want to rank in a search engine, generate leads or be an engaging brand you need unique, valuable, and quality driven content on your website.
We continue to push our clients to generate content but the true question is “what type of content should get created?” Whether its an article, infographic or press release, content should fall into one of the three main buckets outlined below. Creating a content calendar and PESO Model that varies itself across these silos will establish your brand from a relevancy, expertise and authority standpoint.
1. Evergreen Content
- Definition: Just as the name implies, evergreen content is “always fresh” (forever green) and not relative to one specific moment in time. Evergreen content is pretty general and will bring visitors to a website for a long period of time. This type of content helps establish the basics that define your business or objectives.
- Content Example: Creating a keyword rich article on a website that isn’t time sensitive. I.E. creating a “benefits of maple syrup” section on purecanadamaple.com
- Establishes: Relevance as the content created is relative to business objectives and searches.
- Ideal for: SEO/SEM
- Definition: Content that highlights your company’s accolades, work and expertise.
- Content Example: Press releases, white papers and case studies.
- Establishes: Expertise
- Ideal for: PR
3. Industry Content
- Definition: Content that provides insight into your businesses overarching industry.
- Example: Blog posts, infographics and other insightful content.
- Establishes: Authority, Leadership
- Ideal for: SEO, PR, Social Media
Photo from Scott Meis