Each time we wanted to “level up” as an agency, we leveled up the keywords we targeted. Consequently, our client roster has evolved from local clients to larger nationwide clients, publicly-traded companies, and household brands.
We love SEO at Wallaroo. It was the first service we ever offered, and it will always be part of our core. It has helped grow our business immensely. If you do it right, SEO can do the same for your brand. Want to grow your business through SEO? Contact us today!
Case Study: Old Town Road by Lil Nas X
“Old Town Road”, the debut single by Lil Nas X that was released via TikTok (get TikTok inspiration for your brand here) in late 2018 and has since gone incredibly viral, is an excellent study in evergreen content. The song has topped the Hot 100 for nineteen consecutive weeks as of August 2019. Its overall run at number one is the longest in chart history! So how is “Old Town Road” an example of evergreen content? Let’s breakdown its evolution…
The song first debuted in December, 2018. As its popularity picked up in spring 2019, Lil Nas X decided to do a remix with one of country music’s legends, Billy Ray Cyrus. This sparked new interest (and downloads/streams/purchases) in the single, and its popularity (and peak) was extended. Three weeks after that, Lil Nas X remixed the song again, this time with Diplo (one of the most famous DJs/EDM artists in the world). Two months later, a new remix featuring Young Thug (a popular American rapper) and Mason Ramsey (the viral Walmart yodeling boy) was released. Most recently, a remix featuring RM (a South Korean rapper/boy band member who has a massive social media following there) was released in late July.
“Old Town Road” has over a billion streams and hundreds of millions of views. Lil Nas X has changed what it means to be an artist in the digital age. He had nothing in November and is now a multi-millionaire. And all this is because he had some talent and new how to market it through an evergreen content strategy.
Want to watch the video? Check it out below:
Step by Step Process for Creating Evergreen Content
Now that you see how we used the evergreen content strategy to grow our business, let us show you how to do the same for yours.
First, you need to decide which type of evergreen content you want to create. Here’s a quick list of some examples:
- Original research
- Collection of timeless statistics
- In-depth case studies or white papers
- Resource content (see our content marketing resource)
- List of free/paid tools
- Top influencers/experts in a niche (only if done in evergreen fashion)
- Best books for your niche
- Glossary of terms in a niche
- “Everything you need to know” style
- History of a topic/product (see our Facebook algorithm history)
- How to do something over time
- How-to article or tutorial (or a series of)
- Storytelling (Kindra Hall is the master of this)
- Pros and cons of X
- Success stories
- History of a certain topic
- Beginner guides (or any in-depth guide)
- Answers to industry FAQs
- Curate a list of blogs in a niche
- Think of an ongoing offer to promote
- Create annually updatable survey-based or data-based content
- Create a training course
- Create a buying guide for specific products or services
- Annual events database listing of your industry
- Offer a $500-$1000 scholarship every year
Keep in mind for whichever type you choose – it either needs to be written in such a way that it will never go out of date, or you need to be consistently updating the piece over time.
Another key component of successful evergreen content is constant promotion. Many forget to do this. Once your content is live, you need to be promoting it on a consistent basis. Not every day, but at least a couple times a month, and for sure every time you update it. Promote it on Twitter, Facebook, Google Plus, LinkedIn, and Pinterest. Depending on the purpose of the content, paid advertising can be a good solution as well.
Five Thirty Eight
FiveThirtyEight is a website ran by Nate Silver, a prominent political statistician. In late 2013, ESPN purchased his website and provided him the funding to build a team. In March 2014, he launched what could be considered a site-wide evergreen content strategy. Take a look at what’s happened since: