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Maximize the ROI on your Website Investment by Repurposing Content
Manage episode 365202449 series 2792654
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Your website is one of a good food brand’s biggest investments. It is the research hub for both consumers and retail buyers alike. In an industry fraught with ever-thinning margins, it is easy for you to worry that you aren’t getting a big return on that big marketing spend.
It may help to consider your website part of a complete marketing system where all communication channels work together. This is where the concept of evergreen content comes into play. “Evergreen” content is writing or imagery that is used beyond a single project. That’s why they’re evergreen—they’re perpetual.
But if websites are the most evergreen content, how do you spread that spend across your other communications channels? By repurposing the foundational text to other channels.
I get it, though. You got into this business to make food and share it with people. It can be overwhelming to decide what to focus on or know how to choose a vendor partner to help you complete your marketing projects.
In episodes 75 and 77, I’ve talked you through the ways you can the ROI of your photography and writing assets. Now, in this third and last episode of our conversation about evergreen content, I’ll share with you tips on extending the life of your website content, because your primary web pages should be the most evergreen content of all.
Virginia Foodie Essentials:
- Evergreen content is writing or imagery that you create that is used beyond a single project. The opposite of evergreen content is trending content. - Georgiana Dearing
- You definitely want to use trending topics, especially when they're appropriate for your brand, but you shouldn't spend too much time or money on fleeting messages. The core of your marketing investment should be in content that reaches as far as it can. - Georgiana Dearing
- A website is one of the biggest investments a brand can make, and your primary web pages should be the most evergreen content of all. - Georgiana Dearing
- It's very, very easy to spend a lot of money on marketing projects that end up not earning you any money later. You sort of just start throwing spaghetti at the wall to see what sticks if you head off without a strategy. - Georgiana Dearing
Key Points From This Episode:
- Evergreen content refers to content—whether through writing or imagery—which you create and is used beyond a single project.
- Trending content is the opposite of evergreen content, and while trends are useful for certain brands and for a period of time, you shouldn’t spend too much time or money on fleeting messages.
- Your website is the biggest investment that you can make and is a primary source for your evergreen content.
- In order to maximize the return on your website investment, partner with creative vendors who will add value to your brand story.
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