Content marketing: why you should create evergreen content

In MARKETING
19 January 2023
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In the world of strategic marketing, we use a lot of technical terms, and sometimes it’s hard to get your head around them when you’re just starting out. So what is “evergreen” content? And why is it important to create this type of content as part of your digital strategy? 

What is evergreen content?

Evergreen content is a type of content that is not dependent on current events and remains relevant over time: it is timeless. The audience will always be able to find information in it that is interesting, regardless of whether they view it when it comes out, or 5 years later. 

Why should you create evergreen content?

Evergreen content is a real tool for your brand, your marketing strategy and your digital strategy. It brings many benefits, and should be the foundation of your content marketing strategy.

Here are the major benefits of evergreen content in your strategy:

  • Assert your expertise: offering high value-added and timeless content will allow you to have an expert image with your customers and prospects. 
  • Improve your SEO: your cold content is more efficient to improve your SEO, because it will still attract readers, even after months of online publishing, and is generally more qualitative and longer than hot content. 
  • Optimize content creation: on the one hand, you will need less time to make sure your content is updated, and on the other hand it will also allow you to recycle it several times and in various formats.
  • Attract a qualified audience: your cold content will ensure you a qualified audience, because it is typically informative content, with high added value and which gives confidence in your brand.

As you can see, these are very important benefits. You should definitely include evergreen content in your content marketing strategy to optimize it.

Examples of evergreen content for your brand

Since it is now clear that evergreen content is very important for your brand, here are some examples of content to create: 

  • FAQs: answer the questions most frequently asked by your customers and prospects.
  • Tutorials: explain how to use your product.
  • White papers: show your expertise on a specific topic.
  • Case studies: demonstrate the usefulness of your product from your customers’ perspective
  • Infographics: Put useful information in an easily shareable and saveable format. 
  • “How-to” blog posts: Inform your audience about best practices and key topics in your industry.

You can adapt this list as you wish: make tutorials in the form of videos or guides, for example. Offer a live Q&A and repost the replay so it’s always available. And much more! Just make sure your content is useful and will remain timeless by sticking to your brand and its identity as much as possible. 

In conclusion, it’s important for your brand to create evergreen content, whether it’s to fortify your brand image, establish your expertise or improve your SEO.

However, content discussing hot topics should not be totally eliminated from your content marketing strategy. Company news, such as the arrival of a new product on the market, or the organization of an event, is an opportunity to create content that helps connect your audience to your brand.

In this idea, Calameo is your best asset for the online publishing, distribution and statistical follow-up of all your contents. Test the extent of our professional and innovative digital publishing offer now with our 15-day free trial. Request your free trial of Calaméo PLATINUM by clicking here.  

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Sharing smarter documents: How filesharing services fall short

In MARKETING
9 November 2018

Filesharing tools have become an important part of modern digital life. Services like Dropbox store files on the cloud and synchronize them on different devices so that users can share and collaborate. However, they aren’t always the best option for distributing your documents online.

In this article, we will explain five ways that these services can fall short. Plus, learn why digital publishing can offer a great alternative to filesharing.

Lacks polish

Most popular filesharing services began as a tool that allowed users to work on a single file across multiple computers. For teamwork and individual use alike, filesharing is strongly associated with drafts and projects in progress. This can make it a poor choice for sharing finished work. We recommend publishing your reports, presentations and newsletters digitally for professional results.

Statistics not included

Whether you’re sharing sales material with a potential customer, circulating a memo to your team or publishing a magazine, you want information about how it is being viewed. Filesharing services generally do not provide readership statistics, so you won’t know if your audience has opened your document a dozen times or not at all. As an alternative to filesharing, opt for creating a digital publication on Calaméo. You’ll get insights on views and a full range of advanced statistics.

Limited enrichment

Although some filesharing services let users add external links and images to their documents, the possibilities for creating interactive publications are limited. With the Calaméo Editor, you can add links, video, audio and more to your publications in just a few clicks. Then all you have to do is share!

Privacy headaches

Filesharing services often require users to choose between making their documents available to everyone and approving viewers for private documents one-by-one. Want a single, private link to send to your whole mailing list? It’s easy with Calaméo. Just select “Allow access with a private URL” in your publication’s Properties. If you need more security, set up password protection for your documents with our Subscribers feature.

One look fits all

Since filesharing solutions focus on drafting, editing and modifying documents, they offer few options for tailoring your publication’s final appearance to your needs. Digitally published documents benefit from a dedicated viewer and on Calaméo, it’s fully customizable. You can add a logo, change the colors and even add your own buttons so that your publication matches your brand perfectly.

While filesharing services can be great for collaboration, digital publishing is a better fit for sharing professional, interactive documents with your audience. You’ll enjoy publications that look polished, smart privacy controls and advanced readership statistics. And the best part? Publishing on Calaméo is a breeze.

Sign up for free and start sharing smarter documents today!

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MARKETING

Measuring “dark social” shares on Calaméo

In MARKETING
1 April 2021

Do you know the term “dark social”? Although a lot has changed about social media since the idea was first described in 2012, dark social sharing is as important as ever. In fact, this type of sharing might be even more key to understanding your content’s success today. Read on to learn why dark social matters in 2021 and how to track it for your digital publications on Calaméo.

Dark social sharing basics

All the way back in 2012, people were beginning to wonder how much content was being shared to social media networks. Or how much content was being shared in other ways. Because networks like Facebook and Twitter were growing fast, share buttons popped up all around the web to make reposting to your own feed easy—and trackable.

But while the number of shares ticked up, this new behavior couldn’t be the only way users were passing along videos, publications and posts. Despite the buzz around social feeds, research showed that plenty of people were sharing in a simple way: copying and pasting the content’s URL into email and messages. Unlike regular social shares, this kind of social activity wasn’t tracked.

As a result, it was easy to miss dark social sharing’s value. However, over the past several years sharing to social media platforms has declined. There are several reasons to explain this trend, including algorithm changes, rising interest in digital privacy and concerns about how information spreads online. Since more than a third of businesses say that “social shares” are a goal for their content, these harder-to-see forms of social sharing must be taken into account.

💡 TIP: Not sure whether social shares are a priority for your publications? Our quick checklist will help you brush up on your digital publishing strategy in no time.

How to track shares on Calaméo

So, how should you track the “dark social” sharing of your content? When it comes to your digital publications, Calaméo’s advanced statistics are a great place to start. That’s because our publication viewer’s own share button was designed with lots of different uses in mind. Take a closer look and you’ll see some options beyond the usual social networks.

Even better, the Shares section of your Calaméo statistics will show you just how many times your publication was emailed, embedded or its URL copied. And the results might surprise you. For example, we were checking the stats for our most recent issue of CALAMEO Magazine and noticed this breakdown:

  • 30% shares to social media platforms
  • 70% “dark social” shares to email, embed or copying URL

To access your publications’ Shares data, go to the Statistics section of your Calaméo account. Click on the “Shares” tab and scroll down to find the full statistics.

Also, be sure to note that these numbers only reflect “dark social” shares coming from inside the publication viewer. You can almost certainly be sure that other readers have, for instance, copied and pasted the publication URL directly from their browsers to share with their networks. Or to put it another way, public social shares may only be telling you a small part of the story.

💡 TIP: To keep digging deeper into the impact of dark social sharing for your content, consider using tracked links and Google Analytics to reveal more data.

In short, social media metrics don’t give you the whole picture when you want to measure how your content is shared online. If you’d like to start looking at complete Shares statistics for your publications on Calaméo, request your free, two-week PLATINUM demo today.

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