Break the content code:
As if it wasn't challenging enough with all of the channels available to marketers today, knowing the difference between always on / evergreen content and promotional content is even more complicated. Let's see if we can make this a bit easier for you.
Four basic things to keep in mind:
1) Always on content uses CADENCE to earn your brand higher rankings in search engines and as such scores better with consumers in terms of relevancy. The reason it works is because a regular cadence of content triggers the internet algorithms to recognize and track the content you're publishing. The key here is CADENCE. The more consistently and more frequently your publish - the better.
2) Promotional or campaign content uses a burst of impressions or "reach" to trigger engagement with targeted consumers. This technique requires high media spend to cut through the clutter and can be perceived as unwanted by consumers if they're not targeted properly. The most important thing to understand here, is that, you need to have a "lead capture" mechanism associated with promotional campaigns to capture email or phone numbers. By capturing the email or phone number you are able to drastically improve future campaigns as well as leverage these identified consumers in future campaigns without the high cost of direct acquisition
3) A combination of Always On and Promotional content using a consistent cadence will give you the best strategic position throughout the year when it comes to reaching your brand's most important audiences. In order to win against competitors during battle ground time periods you'll need to, either out spend them or else out think them using Evergreen content.
4) Evergreen content is the strongest asset of your content strategy. The reason it works is because you can republish this content every year and only pay for it once. The more consistently you develop evergreen content and consistently publish it within your annual cadence - the more difficult it will become for competitors to own a higher share of voice than your brand. This strategy presents dual benefits. The first benefit is presents lower costs for you to own the higher share of voice over time and the second benefit is that it increases the cost for your competitors every year to engage with the same consumers.