Is Your Content Evergreen: Reasons Why Timeless Content Beats Targeted Alternatives

Posted by on Feb 25, 2013 in Advertising, Content, DOOH

Evergreen content is always a win. In order to understand how evergreen content beats other forms into a pulp, it’s important to know how we define, create and treat evergreen content in a digital signage setting.

EVERGREEN CONTENT DEFINED: Evergreen content is the type of content that if regurgitated to a new audience at a different time and place, would still be relevant. It’s classic stuff, not subject to being coined “yesterday’s news.” In short, evergreen content is timeless content.

Examples of general (non-digital signage) evergreen content could include:

  • Seven Habits of Highly Effective People by Stephen Covey
  • The Gettysburg Address by Abraham Lincoln
  • Dumb and Dumber, the movie
  • Apple’s 1984 Super Bowl Commercial (included below)
  • Countless others…

Is your content yesterday’s news. Yes, the digital signage at the airport is on a constant CNN loop. For the audience, this may be effective, but if you’re a private network, creating content yourself without the help of a major news network, news-like updates are the most expensive and time consuming.

Evergreen digital signage content has a one-time fixed cost that can be spread across a network of any size. If it’s truly evergreen it can probably repeated on that network for years to come, especially if the audience is constantly changing and employees are subject to the torture of having to see it regularly. New content, including news-cycle content, can be extremely relevant–at the time, but it can come at a great cost. Similarly, targeted content is also extremely expensive and time-consuming. It takes regular input from someone…someone who costs money.

Lastly, evergreen content has the ability to convert. The ultimate goal of a network based (even somewhat loosely) on advertising is that said network is best able to convert with content that any group of people would want to see regardless of whether it’s 1980 or 2080. Converting content is entertaining content. Converting content is educational content. Converting content is engaging content. Converting content is always relevant. Converting content is always evergreen.

 

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