SMT Challenge Day 19
Balancing Evergreen And Immediate Traffic For Long-Term Social Media Marketing Success
When using social media to drive traffic it’s important to recognize that some activities provide short-term, quick bursts of traffic while others work for the longer term.
For example, when you post something on Twitter, it runs through the feed and people either see it and click on it, or they don’t. When you put something on Pinterest it’s searchable for as long as it’s on Pinterest and will send traffic for the long-term.
Ensure that you have a good mix of evergreen content and trending content with the focus primarily on evergreen content so that you can use social media marketing successfully to drive traffic all the time, not just when you share something in the moment.
Read Industry News
This is a great way to find things to share on Twitter, but also provide good fodder for original content that you can create for other platforms like Pinterest or a blog post for your blog.
Provide Quality over Quantity
Whether it’s evergreen content or trending content ensure that anything you create, or share is high quality, accurate, and relevant to your audience. In the quest to find content to drive traffic it can be tempting to skip that step but if there is no reason that is relevant to your audience to share the content don’t do it.
Mix it Up
Do both Evergreen content and trending content. Set up your calendar according to your promotions you already know about, industry events you already know about, and then keep up to date on the news so that you can add in trending information. Share all of it across all of your social media platforms.
Focus More on Evergreen Content
The most important content you can create for your business is evergreen content. That is content that will be useful to your clients for a long period of time. With today’s advancing technology it may not be good forever, but evergreen content should be good at least a year.
Change up The Format
Don’t focus your content on only text content. Use different formats to present the same content. For example, if you read a trending article that really made you think, make a video about it to introduce it then link to it.
Add in Seasonal Content
One type of trending content that you should consider adding if it’s appropriate for your niche is seasonal content. Let’s say your industry group is having a Christmas party, that’s something to talk about and to blog that will get a lot of attention.
Share Everything
Whether it’s evergreen content or not focus on sharing it in its various forms on every social media platform that you use. That way you get both short bursts of traffic plus set yourself up for having traffic build slowly over the long-term.
Evergreen content, for the most part, will start on your blog. It doesn’t matter if it’s text content or content in another form, but it on your blog too.
Trending content sometimes will go on your blog first, but often it’s a matter of sharing it because someone else talked about it. But sharing it is important too because it shows that you’re paying attention to your industry.
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