Many people tend to think about the immediate future – what’s coming up next? If you’re creating a video specific to a new product, service, or issue then timeliness is very important.
But if you’re planning your video for the year, you should consider videos that are evergreen. In video terms, evergreen is good any time of the year. Think of evergreen trees. They don’t lose their leaves or change color and look good all year round. You can’t really tell what season it is by looking at the tree.
Whether video is a big part of a content marketing strategy or you want to keep your website and twitter feed fresh, you need new content year ’round. There are a few different types of video that I’d consider evergreen:
Frequently Asked Questions are a great way to talk about your company or share your expertise. You can build a library of video FAQs for your website and roll them out throughout the year on social media. If you plan your approach, you can easily do a good number of these in one day. That’s a lot of bang for the buck.
The About Us section of a website has great potential for video. Video is a great way to show your organization’s personality. Think of sharing a little profile for each employee or key leaders in your organization. This is definitely a place where you can have fun and do some home-grown video. Make it a contest and bring the entire team together.
Testimonials or Case Studies
We’re big believers in third party endorsements. Having someone say great things about you and your company is much more effective than you talking about yourself. If you’ve developed good relationships with your clients, talk to them about appearing in a video testimonial. Or include a testimonial in a case study which documents how you helped a client solve a problem or meet a goal.
Explainer or Demo Video
A demo video is a great way to share your knowledge with customers. Demo videos can also have the added bonus of cutting down on customer service requests. Keep a list of the of the calls and emails you get about your products or services and start thinking about how to answer those requests with a video.
Evergreen videos don’t have to be big productions. Whether you produce them yourself or hire an outside production company (we can think of one in particular), you’ll be armed with great content to share through your website, blog and social media outlets.