Evergreen Content and Essential Tech Skills: Revamping Your Digital Marketing Strategy
Welcome to the October 9th, 2023 edition of Digital Marketing Today, your go-to source for the latest trends and groundbreaking developments in the digital marketing world. In this post, we'll dive into the most recent news about innovative digital marketing strategies, including SEO, EDMs, and digital ads on platforms like Google and Meta. In this edition, we're going to examine a critical aspect of digital marketing - evergreen content. This type of content is timeless, valuable, and always relevant. It stands the test of time, unlike seasonal or trend-driven content that has a limited lifespan. A suitable analogy would be comparing evergreen content to an evergreen tree, which keeps its leaves throughout the year. For instance, an article titled 'The history of the internet' can stay relevant for years, unlike a piece on 'The top web design trends of 2020', which will lose its relevance after a year or two. Understanding the unique potential of evergreen content and how it differs from other content types helps us appreciate its lasting value. However, it's not enough to merely understand what evergreen content is; we also need to learn how to create it effectively and ensure it resonates with our target audience. Evergreen content is a crucial tool for marketers. It boosts SEO, establishes your brand’s authority, and offers unmatched long-term value. While it requires an initial investment in research and creation, the returns - in terms of consistent engagement, traffic, and conversions - make it a strategy worth investing in. Therefore, it's essential to include evergreen content in your content strategy. Next, we'll discuss the intersection of technology and marketing. As Michelle Boockoff-Bajdek, Skillsoft Chief Marketing and Sustainability Officer, suggests, all marketers today need to be technologists. The most successful CMOs are analytical and creative, strategic and tactical, with an insatiable desire for knowledge and insights. This is supported by three essential tech skills. The first is business intelligence, a broad category that includes financials, customer insights, and marketing data. Effective data analytics and high-quality data enable the development of overarching and targeted strategies, allowing marketers to manage vast amounts of demographic, psychographic, behavioral, and usage data. Secondly, marketers must understand the 'customer enabling technologies' that facilitate customer success management. These technologies, ranging from CRM platforms to marketing automation and project management apps, are indispensable in today's world. They offer a glimpse into the customer's world and enable CMOs to bring valuable insights to the entire C-suite, influencing everything from rebranding to product development. Lastly, digital marketing. It's estimated that digital marketing now accounts for 72% of total marketing expenditure. Customers are increasingly living their lives online and expect brand experiences to be accessible, responsive, and personalized across their preferred channels. Therefore, understanding how to leverage both the technical backend and the creative frontend of websites, social media, and email is crucial. However, the rapid shift to online channels has led to a sense of digital fatigue within the industry. We may soon see a revival of offline tactics, making it essential for marketing leaders to stay updated with traditional approaches alongside their digital counterparts. Remember, integrating these tech skills can revolutionize the way we approach digital marketing. Thank you for reading 'Digital Marketing Today'. I'm your host, Allison Harris, reminding you to stay proactive, stay informed, and keep an eye on this space for the latest trends and updates in the digital marketing world. Until our next post, keep innovating and keep marketing!