A strong marketing campaign plays a crucial role in drawing attention to a new product. That said, it’s important to choose the right type of content to include within a campaign. Marketers typically choose between either one-off or evergreen content when promoting new items.
Both types of content offer benefits. To determine which is best for your goals, it’s first necessary to learn about the essential difference between the two.
One-off content is often used in product launch campaigns because it serves to generate buzz. This type of content basically focuses on current events, popular trends, seasonal interests, relevant pop culture, and other timely subjects.
An example of one-off content in a product launch campaign would be an article about the top acts at an upcoming music festival. This content might be interesting to your customers if you were launching an app that lets guests connect socially at such events.
Including this content within your email newsletter is a good way to get it seen by your subscribers. Of course, if you go down this route, best practices like personalizing subject lines and verifying email addresses will be important to your success. While associating the product with this type of story is an effective way to build enthusiasm for it, that content won’t stay relevant once the music festival is over.
Evergreen content is relevant for a longer period of time than one-off content. Using the example above, a piece of evergreen content might be an article offering general tips for saving money at a music festival. That’s the type of information customers will find valuable for months and even years after it’s been published. However, this type of content doesn’t allow marketers to leverage current interests.
Making the Right Choice
Neither type of content is objectively “better” than the other. Various factors impact which one is right for your needs. To make a more informed decision, keep the following points in mind:
- Workload: If one-off content involves designing a campaign around timely stories, it’s obviously important to launch the campaign while the content is still relevant. That means planning and implementing this type of campaign typically involves a lot of work upfront. Once the content is no longer relevant, the workload drops substantially. Evergreen campaigns don’t require as much initial work, but they require attention and effort over a greater span of time.
- Sales Patterns: Some types of products, such as consumer electronics, don’t retain their value or appeal for a long time. They’re often replaced with upgraded alternatives in only a few years. One-off content is often best when promoting such items because it generates a large volume of early sales. Evergreen content doesn’t yield the same volume of initial sales, but it maintains consistent sales over months and years. This makes it a better choice for a product that could still potentially attract customers years after it’s launched.
- Urgency: Creating a sense of urgency often helps boost sales. It’s also easier to do with one-off content. With evergreen content, the focus is more on consistently promoting the value of your product. That said, from an SEO perspective, evergreen content helps your brand maintain consumer attention and reach new customers over the course of years.
Again, both of these options have their merits, and neither is clearly superior. You need to consider your long-term goals when deciding what type of content to organize your product launch campaign around. By taking the time to weigh your options, you’ll boost your odds of success.