How Radio Can Take Advantage Of Evergreen Content
June 30, 2015
Content comes in different packages. "Evergreen content" has a long shelf life. Time-sensitive content, on the other hand, won't be of much interest to audiences in the future. Think of "evergreen content" as those gold records that have stood the test of time, while time-sensitive content is that hit novelty record in current rotation that everybody will eventually burn out on.
But you can also think of your non-musical content as being either evergreen or time-sensitive. While your morning show's bit about Donald Trump's presidential campaign launch will be outdated tomorrow, the interview they conducted with Katy Perry last week will be of interest to fans for a long time. This content is evergreen.
Once upon a time, television only aired new original content. Then networks like HBO discovered that they could build an audience by airing evergreen content like hit movies.
In radio, we're not used to thinking about evergreen content because everything that goes over the air is fleeting. Once we air a segment, we move on to the next thing. It was not until the internet gave us a platform for distributing audio long after its initial airing that the concept of evergreen content had any significant meaning. Now that people can find older content they are interested in through search engines, and share it over social media, companies in the audience-building business are able to get a lot more mileage out of their evergreen content.
Radio stations can take advantage of this. By taking a great break or sequence, and finding a home for it online, we can generate additional value from it for months or even years to come. Upload that Katy Perry interview to Soundcloud, embed it in a blog post on your station's website, and add a couple lines of text as an introduction. Now it'll be accessible to your listeners long after you've aired it on the station.
Once you've posted your content online, there are several ways you can get more life out of it:
1. Make it easy to find in search engines.
Optimize your blog post so that search engines like Google, Yahoo!, and Bing will return it in their results. To do this, make sure you have important keywords (like "Katy Perry interview") in the post's title and include an image with the proper tags (make sure you're not in violation of copyright). If your station's website is built in Wordpress, the Wordpress SEO plugin will help you optimize your blog posts for search engines.
2. Reshare it on social media.
There's no rule that says you can only share new content on your social media channels. If your content is truly evergreen, feel free to reshare it at any time. You may want to find new events that coincide with past content. For example, reshare last year's Katy Perry interview when her new single drops this year, or her new tour rolls through town. You can use a tool like Buffer or the Wordpress plugin Evergreen Post Tweeter to automatically reshare past content on social media.
3. Recycle it through an email campaign.
Set up your email database to have two automatic email campaigns: An RSS-to-email campaign that automatically sends out new content posted on your site, and an autoresponder campaign that recycles evergreen content. An autoresponder campaign sends out emails after a trigger event; in this case, the campaign is triggered when the listener signs up for the email list. A few weeks after listeners sign up, send them a link to the Katy Perry interview. Every several weeks, send a link to another piece of evergreen content.
NEXT STEP: Every time you air a bit on your station, ask yourself if it is evergreen. If so, post it on the station's blog and set up a campaign to extend its life and value.