Evergreen video is to content what eggs are to the culinary world. It doesn’t have the hot flash of a viral video, but it has the slow burn of a reliable and foundational part of video marketing. An evergreen video can deliver good, strong content for a long time. You get a lot of bang for your buck. We’re talking about a timeless piece of content that gets a lot of mileage. Eggs may not be the star of a lot of dishes, but there are a lot of dishes you can’t make without an egg.
What Constitutes Evergreen?
Evergreen video has a long shelf life
If video is part of your overall marketing plan, you should have some evergreen content. This is the kind of video that will benefit all segments of your audience by providing useful, high-quality information. It serves as a platform for your business by covering the basics.
Here are some examples of evergreen video:
- Instructional or how to
- Educational or training
- Biographical or historical
- FAQ
- Testimonial
- Branding
- Company culture
What to Avoid and What to Include
Evergreen content is timeless by definition. To get the most out of such content, there are a few things to avoid.
- Anything that will date it. From a holiday-themed setting to new releases to sales.
- Transient employees. Don’t have a tour narrated by an employee you’d have to replace if they left (ie. “I’m Kevin, the head of marketing”).
- Time-limited offers or sales.
An evergreen video should have many of the same elements as any other successful video. But there are also some specifics you should be sure to follow.
- Keep it short.
- Make it simple and easy to understand.
- Stay on topic. This boosts keyword search and helps people find your video.
The Benefits of Evergreen Video
An evergreen video is ageless, delivering benefits far into the future. It’s the kind of content that gets you ranked in searches. Your SEO will get a boost from a video that proves to be a valuable piece of content with legs. Any video that answers basic questions or clearly describes a business will be viewed again and again; it has information that people are going to search for often and over an extended period. This kind of content results in a long click. Here are some other benefits:
- Builds brand trust. If a user sees your video and the info is still relevant, they can share.
- Drives steadily increasing numbers of people to your site, unlike trending content.
- Evergreen content naturally receives more shares than most trending topics.
Re-gifting
An evergreen video really is the kind of content that keeps on giving. If elements of the video become dated or are no longer correct, refresh it! Removing any misinformation and making necessary updates is often a simple procedure. Evergreen content is modular by nature. It can easily be updated or revised. We’ve done this for clients in the past, updating training and safety videos along with other evergreen content.
You can also repurpose an evergreen video. Minimize additional work by using the basic structure, script, and footage from your initial video. Then update with shots of your new office, the current CEO, or technology upgrades. You could also use the information from your video to create a blog, whitepaper or guidebook.
Go Evergreen
An evergreen video is a great place to start if you’re venturing into video marketing for the first time. It’s a low-risk, big return investment. If you’re ready to engage with video marketing, give us a call today. We can help you create the kind of video that commits to your business long-term.
