Launching any new product successfully requires a strong marketing campaign. No matter how impressive or valuable your product is, it won’t reach customers if you don’t generate buzz. This remains true across all channels, from social media to email. Of course, best practices still apply. That means tracking key performance metrics across all channels and using things like a verified email list.
As a marketer, you have two basic types of content to organize a potential campaign around: one-off content and evergreen content. Each offers its own unique pros and cons. To understand which is right for your campaign, you first need to understand the differences between the two.
One-off content serves to build customer enthusiasm for a product by tapping into current interests, news stories, and seasonal trends. For instance, a team promoting a new fintech app that allows users to purchase items at music festivals might design one-off content linked to upcoming festivals. By associating the product with an event potential users are already excited for, a marketer can leverage that existing excitement.
However, when the music festivals are over, that content will no longer be relevant. That’s why a marketing team might consider another option.
As the name implies, evergreen content is designed to stay relevant for years. The information or entertainment it provides customers with retains its value over the long-term. As a result, it may acquire backlinks, which improves SEO.
That doesn’t mean evergreen content is free of weaknesses. Because marketers can’t rely on associations with trending topics when designing evergreen content, they must identify unique ways to get the attention of potential customers.
Choosing the Right Option
Neither evergreen nor one-off content is inherently superior. Determining which to use when launching a product is easier if you keep the following points in mind:
Work Demands: Consider the size of your marketing team when choosing which type of content to include in your campaign. If you’re prioritizing one-off content, you’ll need to get a lot of work done very quickly in order to produce large amounts of relevant content that ties into current trends, stories, and events in a timely manner.
However, once the content is no longer relevant, you’ll have much less work to do. This imbalance result in problems if you no longer have enough work to employ a full marketing team. Thus, one-off campaigns are often ideal for marketers with access to reliable freelancers who are willing to complete projects on a contract basis.
Evergreen content requires a greater degree of prolonged effort. The initial workload is lower, but you need to be sure you have a dedicated team to consistently generate content.
Financial Patterns: One-off content typically yields more initial sales than evergreen campaigns. However, after the content loses its relevance, it will no longer bring in regular sales.
Evergreen content doesn’t have the power to generate the same degree of immediate enthusiasm as one-off content. Thus, it doesn’t bring in as many per-month sales during the early stages of the product launch. On the other hand, it does allow businesses to maintain consistent sales over a longer period of time.
Examine your finances to determine which option is best for your needs. It’s also important to honestly consider the degree to which your product will retain its value over the course of months and years. For instance, many consumer electronics products are quickly replaced by upgraded models. If you’re launching this type of product, you may want to use one-off content to earn a high number of early sales, knowing your product isn’t something you can expect to bring in high sales in the long run.
Creating Momentum: Marketers frequently rely on creating a sense of urgency to boost sales. This is far easier to do with one-off content than with evergreen content. If you’re running a promotion or offering a deal as part of your product launch, one-off content may be useful in this capacity.
That said, there are ways to create urgency within evergreen content. For instance, you can use active words in subject lines to make potential customers feel as though they need to take action fast. Additionally, you may still use evergreen content to advertise seasonal promotions when appropriate.
Clearly, there is no right or wrong answer to the question of, “Which is better for a product launch: one-off or evergreen content?” There are reasons to consider both. That said, whichever you choose, remember to adhere to marketing best practices. Test different approaches, monitor your campaigns, and learn from them to design even more effective campaigns in the future.
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Rae is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course. Neverbounce
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