The social media strategy that will blow your mind
Are you struggling to stay visible on social media? It can be a challenge to consistently publish high-quality content that keeps you top-of-mind with clients and referral partners. The good news? There’s a social media strategy that can take the pressure off and position you as a trusted authority without requiring endless effort.It’s called the evergreen content strategy.
Here’s how it works and how you can implement it to elevate your social media presence forever.
1. What is evergreen content?
Evergreen content is material that remains relevant long after it’s been written. Unlike time-sensitive posts like trending news or event announcements, evergreen content focuses on timeless topics, consistently offering value to your audience no matter when they see it.
At Hunter & Scribe, we use an evergreen content strategy for our social media, with a different post for every day of the year … which then gets repeated year after year after year. For example, every year on 16 June, we publish this post:
Clients and referral partners prefer to do business with trusted authority figures, rather than average professionals.
One way to turn yourself into a trusted authority figure is to regularly publish interesting, helpful content marketing. That will:- Put you front-of-mind with clients and referral partners
- Prove your expertise to them
- Make you seem likeable and trustworthy
The beauty of this post is that it’s evergreen. Whether it’s shared on 16 June 2024 or 16 June 2034, the advice will still be relevant to our audience. In fact, we have similar evergreen posts for every day of the year (even 29 February), allowing us to consistently share content with minimal ongoing effort.
By using this evergreen strategy, we stay visible year-round and maintain our position as a trusted expert without constantly having to generate new ideas. And yes, this approach helps us attract clients because the posts remain relevant and valuable over time.
2. How to implement this content strategy
The first step is to think of 366 topic ideas. This is hard, but easier than it sounds. The key is to think of about a dozen broad topics and then chop them up into a series of smaller topics. For example, if you were a mortgage broker and one of your broad topics was ‘Saving for a deposit’, you could turn that into these 10 smaller topics:- How to increase your income
- How to reduce your expenses
- How to budget
- Why you should pay yourself first
- Genuine savings explained
- Why you don’t need a 20% deposit to buy a property
- How to enter the market sooner
- The pros and cons of credit cards
- The pros and cons of buy-now-pay-later schemes
- The cognitive biases that can make it hard to save money
Those 10 topics could be turned into 10 posts Or you could chop up those smaller topics into even smaller topics. For example, you could get five posts out of the cognitive biases idea:
- How the present bias can make it hard to save money
- How the sunk cost fallacy can make it hard to save money
- How mental accounting can make it hard to save money
- How the optimism bias can make it hard to save money
- How a scarcity mindset can make it hard to save money
So now you’d have 14 posts, rather than 10.
If you think of a dozen broad topics and then chop them up enough times, you’ll eventually compile a list of 366 topic ideas.
You’ll then be ready to move on to the second and final step – which is to write the 366 posts. This may seem overwhelming, until you remember that the best way to eat an elephant is one bite at a time. If you commit to writing one evergreen post per day, you’ll complete the project within a year.
Alternatively, social media content agency Hunter & Scribe can think of 366 topic ideas for you and write all the posts. That way, for a one-off investment, you’ll have a lifetime of high-quality social media content.
3. How to use evergreen content effectively
Once you’ve created your engaging content, follow these steps to make the most of it:- Schedule posts: Use a social media scheduling tool to automate your posts. This keeps your content flowing regularly without you having to manually post daily.
- Repurpose posts: Evergreen content is versatile. Republish your posts each year – since the content remains relevant, it will keep working for you over time.
- Track performance: Monitor which posts perform best and tweak them to get even better results. This helps you understand what resonates with your audience so you can continue to improve.
