November 30, 2018
Content Marketing  |  4 min read

One-Off or Evergreen: Choosing the Right Content for Your Next Product Launch

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Rae Steinbach

Successfully marketing a product launch involves knowing what type of content is most effective.

For example, what kind of content would make the most sense and get the most clicks for your product launch—one-off or evergreen content?

One-off content (content that is specific to your launch) can seem timely and relevant. However, evergreen content stays relevant for a longer period of time, even if it doesn’t feel as urgent or significant initially. Think about which one would work better than the other on your various marketing channels, like your email distribution list. To help you weigh the pros and cons of each, keep these points in mind.

Creating buzz

As a marketer, you want to make sure people are eager and enthusiastic to learn about your new product.

One-off content can help you leverage trending stories and topics to your advantage. It can even be seasonally relevant information. For example, if you’re launching a new product during the holidays, you might promote it with marketing content that explains how it’s useful around that time of year.

The problem is, this content won’t be valuable to customers once the season passes. That’s why you need to clearly identify how you will link your one-off content to current trends if you decide to focus on it.

Establishing longevity

Evergreen content is valuable because it tells customers why your product will always be useful. You also have far more opportunities to backlink to it in future marketing campaigns. This helps to improve your SEO efforts.

Unfortunately, with evergreen content, you’ll struggle to generate a sense of urgency in customers. Using urgency can effectively boost sales, which is particularly helpful during a product launch.

Which to choose

Clearly, both one-off content and evergreen content offer their own unique benefits. You’ll be more likely to focus on the right content if you consider these factors:

Effort

You need to work very hard and very fast to develop strong one-off content. However, after the initial campaign, you can typically take a break.

Evergreen content requires consistent focus. Thus, you should consider your marketing resources. Do you have a large team who can sustain a long-term campaign, or do you rely on freelancers to help you with short-term projects? Answering this questions should help you understand your capabilities when it comes to crafting content.

Financial Patterns

You’ll likely get more short-term sales with one-off content than with evergreen content. However, over time, evergreen content will likely yield more sales, even if they trickle in more slowly. That’s why you may want to consider extending a one-off campaign with an email customer journey campaign that helps you maintain the interest of leads who may not have made a purchase during the initial launch.

Momentum

Building momentum with one-off content is easy because you can use all your ideas at once. With evergreen content, you’ll be required to constantly think of new ways to generate momentum. This is possible, but remember, you need to determine if you have the marketing resources necessary to accomplish it.

Again, both types of content offer value. The best one for your product launch will depend on many factors, including the nature of your product, the size of your marketing team, and your overall goals.

That said, it’s important to incorporate the content across multiple channels, regardless of which direction you go in. A strong campaign isn’t limited. It includes email marketing, social media, and more. Remember this as you design your campaign.

Rae is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course. Conntect with her on Twitter: @araesininthesun.


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