Evergreen Content is a Publisher’s Best Friend…If You Do It Right | What’s New in Publishing

Sharing permanent content on social media is one of the easiest and most cost-effective ways to maximize the value of your content. You may have hundreds or even thousands of content in your archive, some of which can be re-shared to great effect. After all, you’ve already worked hard, haven’t you? Creating new, high-quality content takes a lot of time and effort in both design and execution: coming up with story ideas, researching, writing, editing, polishing, and distributing effectively.

But just because your content has been shared once on social media doesn’t mean it’s reached the audience it deserves – even great work can slip through the cracks. Reposting your evergreen content on social media gives it a second chance to captivate your audience and drive well-deserved traffic and engagement, not to mention the chance to attract readers who may have come to you. after the article’s initial publication as your audience grows.

Exploiting the opportunity of permanent content

Capitalizing on evergreen content became a particularly hot topic a few years ago when The New York Times leaked Innovation report pointed to the newspaper’s inadequate use of its own archives. The Times needed to “think more about resurfacing evergreen content, organizing and presenting our work in more useful ways, and delivering relevant content to readers.” For that, the Times should “invest more in the inglorious but essential work of tagging and structuring data.” With a huge archive of more than 14 million items dating back to the 1850s, the report notes, there is an abundance of material that could be “usefully or timely resurfaced”, which was overlooked “because we are so focused on news and Features.”

In the years since, the benefits of republishing content have only become clearer. In 2019, for example, Lymari Morales, Managing Director of Editorial and Ideas at The Atlantic’s Atlantic 57 advisory service, reported that the magazine’s daily Facebook posts comprised between 15 and 30 percent archived articles, while more than half of its website traffic was driven by content that was more than a month old.

The Benefits of Always-on Social Media Content Sharing

In our ultimate sharing guide, we looked at how beneficial sharing content on Facebook can be for publishers, and the results were surprising. On average, we found that a reshare – any post shared on social media more than once by a publisher – drove about 67% of first-time traffic, while for more than 1 in 10 publishers, the reshared content actually drove more traffic. than originally.

Moreover, as we have shown in our study of how Facebook’s Algorithm Penalizes Certain Sharing Patterns, not posting content regularly enough can lead to a significant drop in referral traffic. This is especially problematic for publishers with more limited resources and small, dispersed staff. Sharing evergreen content effectively can be a great way to keep social feeds well-stocked with high-quality content.

And it can take a long time to share your permanent content. We found, for example, that while the vast majority of publishers reshare their content within 10 days, more than 10% of publishers reshare their content after a month or more.

Evergreen seasonal content and even non-seasonal content re-shared after a long interval can produce amazing results. In this example from Big Think, the same featured post with a different sharing message received significantly more engagement than the first time, even after more than 2 years.

BigThink A/B testing

Significantly however, our analysis found that more than half of all publishers re-share less than 10% of their content on social media. Why aren’t more publishers taking advantage of their permanent content?

For many publishers, sharing evergreen content involves its fair share of legwork; even with proper management, maintaining spreadsheets of permanent content, tagging topics, digging through archives, and finding content that is still relevant takes time – time that many publishers would rather allocate to simply creating new content.

This is the conundrum many face: an easy source of traffic is precluded by the more labor-intensive work required to obtain it. And beyond that, publishers are also struggling to publish their permanent content optimally on social media to avoid cannibalizing traffic from new content. We often hear questions like “How much of our evergreen content should we share?” and “What is the optimal ratio of new shares to reshares?”

It’s problems like these that AI-based solutions are tailor-made to solve.

How Handelsblatt boosted LinkedIn traffic by automating reshares

For German business newspaper Handelsblatt, resharing is now an integral part of an effective social media strategy. Handelsblatt started using Echobox Social because their previous solution proved too laborious, and by automating their social presence on Facebook, Twitter and LinkedIn, they had a lot more time to dig into the underlying analytics.

By leveraging information readily available in Echobox, Handelsblatt’s social media staff are able to easily spot high-performing articles that can be immediately re-shared if more time-sensitive, or labeled as “evergreen” ready to go. be republished at a later date.

This strategy has borne fruit, especially on LinkedIn where the newspaper is very active. Automating permanent content sharing has contributed to a 58% increase in the percentage of traffic coming from the platform, while posts made through Echobox generate 333% more clicks than shares made natively.

Echobox Social’s unique approach to social media posting means sharing content is as easy as it gets. All articles that have been “seen” by Echobox are stored in an archive that editors can easily search and manage. Looking for evergreen content to fill your publishing schedule today? You can filter your archives to find permanent articles with the highest predicted virality score right now and share them immediately. Or let Echobox pull from your archive and automatically reshare permanent articles at an optimal later date and time.

And there is no need to mark up content manually. Echobox uses state-of-the-art natural language processing technology to analyze each article and determine if it is time sensitive. Those deemed more urgent – such as breaking news – will be appropriately tagged and shared within a short period of time. Those marked as evergreen are given a larger release window and are stored in the archive that Echobox can draw from later, at convenient times.

With an ever-expanding pool of evergreen articles to draw from, Echobox can deliver an even more precise mix of reshares and new posts, automatically testing the best ratio to ensure evergreen content doesn’t cannibalize new shares or vice versa.

Newsweek saves 20 hours a week on posting and sharing

Like Handelsblatt, Newsweek also use Echobox in a hybrid way, mixing manual and automated publications on social networks. Newsweek likes having the flexibility to follow journalistic intuition at times, while letting Echobox’s automation do the work at others.

Notably, one of the areas where Newsweek is simply letting Echobox’s algorithm work its magic is in reshares. Newsweek “relies quite heavily” on Echobox’s AI to analyze top-performing posts and share them at the optimal time, said Adam Silvers, deputy chief information officer and senior digital strategist at Newsweek. Echobox automation helped Newsweek double its Facebook traffic in a very short time while saving the team 20 hours per week on post-curating, sharing, and re-sharing.

Unleash the power of evergreen content through automation

Editors standing at earn 67% more traffic simply by pulling content from their archives, the benefits of sharing evergreen content on social media are many, and Echobox makes harvesting them easier than ever. By using smart automation, you can get the most out of your evergreen articles, increasing their value effortlessly. You’ll never need to comb through mountains of data or vast archives again.

Republished courtesy of Echobox, the AI-powered social publishing platform for publishers. More than 1,000 leading publishers around the world, including Newsweek, The Times, The Telegraph, Handelsblatt, Le Monde and Conde Nast, use Echobox to reach billions of people each year.