Did you know that Apple is going to reveal iPhone 7 soon? That may be news at the time of this article’s publication, but in maybe a month or just a few weeks, that sentence will have dated this whole article. In a year, we’ll be getting ready for iPhone 7S, or whatever version Apple is planning next. (Rumors say it’s a big one since it will be the iPhone’s 10th birthday, but I digress) When that happens, that sentence will look like a relic in the eyes of the internet. This type of situation is something all social media marketers need to be attentive to!
Our sentence above is one of the defining factors of dated, or time-sensitive content.This isn’t to say that news updates are bad for social media. Much like weekends, they may not last forever, but they sure are important to our lives. Yet your social media content cannot entirely consist of these fleeting moments. A company’s Facebook, Twitter, Instagram and other accounts need some non-perishables in the mix. Content that will never expire, or evergreen content, is crucial for high engagement rates and legitimacy to your brand. We’re not just talking about stone-cold facts from textbooks (although those would definitely count as evergreen content). This type of content simply needs to stand the test of time. A mission statement, code of ethics, tried and true details about your industry, promotional materials, etc.
Now, why would a business’ social media page need both? Because that’s how the internet works. It’s a constant flow of fleeting and forever content. We see it every day without even realizing it. Trending items deliver a powerful boost to your social media marketing, while evergreen content is your core. Without one or the other, your content strategy will be incomplete.
Time-sensitive content will show that your company is updated, adaptable, and aware of contemporary business practices. Evergreen content expresses your industry knowledge, experience, and professionalism. It’s plain to see why you would want to have both, right?
At The Go! Agency, we take extra efforts to strike just the right balance of these two categories of content. Our clients deserve to have every reward social media has to offer, and it’s the marketer’s duty to accomplish that.
How does your business utilize both these types of content? Share your story below!