Evergreen Content with a Holiday Approach
Evergreen content is like that reliable friend who’s always there for you, offering consistent value long after the initial investment has been made. In the world of podcast advertising and YouTube campaigns, evergreen strategies excel at providing ongoing returns without the need for constant financial input. Consider that lasagna recipe you bookmarked ages ago—how long ago was it posted? Yet, it still accrues impressions every time you revisit it.
As Q4 approaches, a common question arises: Should we shift our focus to holiday-specific campaigns, or can we continue to leverage evergreen content?
The answer is both! You can create campaigns with a holiday flair that also stand the test of time.
The Perks of Evergreen Content
Evergreen content offers long-term benefits that keep your audience engaged and interested, requiring minimal additional investment. Here’s why it’s invaluable:
- Sustained ROI: After the initial creation, evergreen content continues to generate traffic and sales. Take, for example, the Reel Paper podcast ad that was produced two years ago and is still generating results today. The beauty of evergreen content lies in its ability to keep delivering returns months or even years later without further financial input.
- Decreasing CPMs Over Time: As evergreen content ages, the cost per thousand impressions (CPM) typically decreases. Imagine launching a campaign at a $30 CPM; over time, the same campaign could deliver impressions at $10 or less, thanks to its longevity.
- Increased Search Visibility: YouTube, the second-largest search engine after Google, offers a unique opportunity for evergreen content. Optimizing your sponsored videos with the right titles and keywords can keep them relevant in searches for years, bolstering your brand’s authority on specific topics. For instance, a well-optimized video on skincare can keep surfacing every winter season as people search for tips on combating dry skin.
The Q4 Holiday Dilemma
As the holiday season draws near, brands may feel pressured to pivot entirely to holiday-specific campaigns, given the surge in consumer spending. However, this doesn’t mean abandoning your evergreen content. In fact, combining evergreen strategies with seasonal promotions can create a powerful synergy that drives both short-term and long-term results.
The trick is to blend the two—strategically crafting your content so it aligns with seasonal promotions without losing its evergreen appeal.
Our Strategy: Finding the Perfect Balance
So, how do you balance evergreen content with the need for Q4-specific campaigns? Here’s how:
- Content Fit: Maximize the holiday season by focusing on content that is timely and relevant. Topics like politics, news, sports, and pop culture gossip tend to drive impressions rapidly.
- Promo/Offer Integration: Podcasts are a go-to platform for consumers seeking deals on products or services. By incorporating both holiday promotions and evergreen offers, you can ensure your content continues to deliver results year-round. For example during April, for Earth Month, Lomi , countertop composter , offered $200 off on their site, but podcast users could get an extra $50 off with their code. What was nice is, after this seasonal sale ended, the code still applied $50 off. You can check it out here . This strategy boosts immediate holiday sales while maintaining ongoing engagement.
- Product Relevance: Ensure that the products or services you promote are available year-round. Evergreen content that promotes seasonal items can frustrate customers if those products are no longer available post-holiday (not to mention the missed ROI opportunities) . For example, a podcast ad for a holiday-exclusive flavor of a protein bar might have limited post-holiday appeal. Instead, focusing on core products ensures that your content continues to generate returns long after the holiday season.
Why Dress Up Your Campaign for the Holidays?
You might wonder why holiday-specific campaigns are necessary when evergreen content is so effective. The answer lies in consumer behavior. During the holidays, people are more inclined to make purchases when they feel they’re getting a good deal. This is why podcast ads often perform exceptionally well during this period.
For example, the brand ZBiotics tailors their ads to fit different seasons, highlighting how their product is perfect for holiday parties, summer barbecues, or even New Year’s resolutions.
This seasonal relevance not only boosts engagement but also enhances conversions without compromising the long-term value of their evergreen content.
Really, who can resist a “spooky” deal?!
A Savvy Strategy for Maximum Impact
Balancing evergreen ads with Q4 holiday campaigns is not just possible—it’s a savvy strategy that leverages the strengths of both approaches. By aligning your content with seasonal themes, integrating timely promotions, and emphasizing products with lasting relevance, you can maximize the impact of your advertising efforts throughout the year.
As Q4 approaches, don’t abandon your evergreen campaigns. Instead, enhance them and make the most of the season while maintaining the benefits of long-tail momentum.
ADOPTER Media
We believe in data-driven results and are dedicated to helping everyone make better decisions and advance their work using a platform trusted by Fortune 500 companies and beloved regional brands alike. Have a question about podcast advertising or YouTube sponosrship? Connect with us and we will be happy to help!
