Contenido perenne: Crea entradas que sean interesantes para siempre

The fast-paced digital age has changed how quickly people jump on trends on social media and then forget about them the next day. As a result, an Instagram post’s relevance depends on whether the trend has passed. But there’s one type of content you can curate to stay interesting forever. It’s called evergreen content, and populating your page with it is important.

With people’s attention span shrinking by the decade, we quickly go through fads and trends. One day, everyone will be doing the coolest new dance challenge, and the next, no one’s talking about it anymore.

Because of that, there’s a plethora of content on the internet that isn’t relevant anymore if you stumble upon it today. They’re no longer interesting, valuable content—they’re just there taking space on your Instagram profile.

You don’t want to fill up your feed with timely content that becomes dull after a trend dies down. If that happens, your page will be full of irrelevant content. So, switching up your Instagram marketing strategy to include evergreen topics is important.

Hoy le explicaremos cómo añadir publicaciones perennes a su plan de marketing de contenidos. También te daremos algunas ideas de contenido evergreen para ponerte manos a la obra.

Lo primero es lo primero: ¿Qué es el contenido perenne?

Vamos a responder a su pregunta candente antes de hablar de cómo ajustar su plan de marketing de contenidos para incluir publicaciones que no estén de moda. En primer lugar, ¿qué es el contenido evergreen?

Evergreen content is content that always stays relevant. Even if your audience sees it months or years after its posting, it will pique their interest. It isn’t dependent on a season or trend, so it never goes out of style. It gets its name from the evergreen color of pine trees, which doesn’t change throughout the year.

It’s the opposite of timely content. These posts are tied to a holiday, trend, season, or popular meme. Although this content is great for catching attention and gaining engagement, it isn’t evergreen. When the fad or season dies down, it becomes irrelevant.

El contenido oportuno es el negocio del marketing del momento. Esta estrategia de marketing consiste en ofrecer contenidos a la audiencia en un momento determinado. Algunos ejemplos son los anuncios de rebajas del Black Friday o el trendjacking de un evento reciente que ha estado en boca de todos.

An example of timely content is summer posts about going to the beach or playing with your kids while they’re on vacation. They’re fun and interesting in the moment. But when autumn and winter come, your once valuable content becomes useless.

Meanwhile, evergreen content is all about making your Instagram feed engaging and relevant regardless of the moment. It doesn’t rely on hype, holidays or a specific timeline.

Trendy posts come and go, but people gobble up evergreen topics forever. It makes your brand relevant no matter the day or season, which is why you need it in your content marketing strategy.

Ventajas del contenido perenne: ¿Qué tiene de bueno?

Timely content will sometimes get the spotlight it deserves on your feed. But it’s just as important to have a lot of “always-on” evergreen content. Why, you ask? Here are just some of the benefits of evergreen content for your brand.

Puede producir contenido evergreen con mucha antelación

If you’re an Instagram business owner, you know that life gets pretty busy. If you’re not cooking up a marketing strategy for a new collection, you’re working with your production team to make your products. Every second counts when you’re running a business, especially when you’re pressed for time, like during peak shopping seasons.

Afortunadamente, producir contenidos para las redes sociales no es nunca estresante. No tienes la presión de crear contenidos para cumplir un plazo específico de vacaciones o publicar algo mientras una tendencia es viral. Eso significa que puedes grabar tu contenido evergreen en cualquier momento, incluso meses o años antes de la fecha prevista de publicación.

For example, you can shoot all your evergreen Instagram posts for the year in January. You can produce enough content for the rest of the year in that single shoot. Shoot photos for your feed posts and vertical videos for Instagram Reels and Stories. Then, simply keep your evergreen posts in a bank and pull them out when you need to post them.

You don’t have to worry about jumping on trends with your shots. What’s important is that it’s visually appealing and represents your brand well. Remember, the goal is to make it evergreen and relevant year-round.

Not only does having one production shoot for your yearly evergreen posts save you money. It also gives you lots of time back. You won’t have to think about shooting evergreen content again for the rest of the year. So, you can focus on other tasks, like working on new releases.

La gente estará interesada sin importar cuándo vean tu contenido evergreen

Sometimes, your Instagram posts won’t immediately show up on your followers’ feeds. If a lot of the people they follow post at the same time as you, it could drown out your content. There’s a chance that some people will only see your content days after you upload it.

Eso es un gran problema si estás publicando contenido oportuno. Estás condenado si estás anunciando una venta que comienza en unas horas y tu audiencia no lo ve de inmediato.

But with evergreen content, it’s never a problem. Even if your followers only see posts about evergreen topics days or weeks from when you publish them, it’s fine. The posts will still be relevant when they see them since they’re not tied to any event or trend.

Puede reutilizar los elementos visuales de su contenido perenne

Because evergreen visuals and photos aren’t tied to a specific event, you can use them as often. Even if you’ve posted the content on a feed post or carousel post, you can repurpose them. Feel free to add them to your Reels, use them as a background photo for your FAQs and more.

This is an excellent content marketing tactic if you’re a small brand without the budget for huge production shoots. Your aesthetically beautiful, valuable content that is relevant year-round can be reused when you need to. You’ll be maximizing the content you already have in a smart way.

Creación de una estrategia de contenidos perennes

Puede ser vago porque el contenido evergreen no se basa en eventos específicos. Depende de ti definir qué cubos de contenido y estrategias quieres para tus posts evergreen. La estrategia de marketing de contenidos que elabores debe atraer tráfico orgánico a tu página y mantener el interés de la gente.

¿Cómo puedo crear una estrategia de contenidos perenne? Nosotros te ayudamos. Esto es lo que tienes que hacer para crear una sólida estrategia de marketing evergreen en redes sociales para tu marca:

1. Conozca sus objetivos: ¿Cuáles son los objetivos empresariales de su marca? ¿Se trata de dar a conocer su marca? ¿O tal vez aumentar las ventas y las conversiones? Todas las decisiones que tome al elaborar su plan de marketing de contenidos dependerán de sus objetivos.

2. Select evergreen topics: Think of content buckets that have nothing to do with trends, memes or events. They should be topics that you can post at any time. If your goal is brand awareness, create content introducing your brand and what it stands for. For more sales, product features can be helpful.

3. Elige tus plataformas: Instagram tiene muchos tipos de contenido. Puedes hacer publicaciones tradicionales o experimentar con Instagram Reels y Stories. Averigua en qué espacios quieres que viva tu contenido evergreen.

4. Produce your content: Showtime. Shoot your content, whether it’s a photo shoot or filming vertical videos for Reels. Ensure your content is high-quality to make it more appealing to your audience.

5. Posting and monitoring: Lastly, post your content and keep track of its performance through Instagram Insights. Use insights from the posts to see what your followers see as valuable content. Then, repurpose it for other pieces of content.

Ponerlo en práctica: Ejemplos de contenido perenne

When users discover your brand for the first time, they don’t want to see sale announcements or memes on your page. They’ll look for the essence of what your brand has to offer. That means showing off your products and presenting yourself as a brand with no-nonsense evergreen content. These posts will capture people’s attention no matter when they see them.

Some people automatically scroll past timely content that is no longer relevant. If your page has lots of irrelevant content, people will easily exit from your profile. You’ll lose their interest because they don’t know what you have to offer.

¿Qué tipo de posts evergreen publicar en tu perfil? No se preocupe. Nosotros te ayudamos. Aquí tienes cinco ejemplos de contenido evergreen en los que inspirarte:

1. Fotos personales como selfies y fotos con amigos

Los contenidos de marca suelen tener fecha de caducidad. Su objetivo es promocionar una colección específica antes de su lanzamiento o convencer a sus compradores para que compren durante unas rebajas.

But personal photos are evergreen. If you post a cute selfie or a photo with your best friends, people will find it sweet and interesting even years later.

This is also an excellent way for influencers to show their fanbase that they are genuine people, not money-making machines. It can build credibility, trust and rapport with their fans.

2. Contenido perenne centrado en el producto

Brands can post evergreen content with their products as the focus. We don’t mean limited edition products or collections that are going on sale. We’re talking about your permanent, flagship products that you will always sell.

For these kinds of posts, don’t add anything in the caption that will give it a deadline. Don’t talk about sales or discount codes that will expire one day. Just talk about your products, their key features and why they’re a good investment.

3. Contenido visual perenne con citas inspiradoras

Uno de los temas más conmovedores con los que puedes jugar en Instagram son las citas inspiradoras. Estas cosas motivadoras son atemporales y pondrán una sonrisa en la cara de la gente independientemente de cuándo las vean.

Valuable content like this also allows you to make an emotional connection with your audience. Post a beautiful visual with an inspirational quote. Then, in the caption, share a story about your personal life that can uplift and inspire them.

Choose hard-hitting quotes, not clichés, that people will roll their eyes at. Make sure they make sense with your brand and what you stand for, too.

4. Testimonios y opiniones de clientes

If you run an Instagram business, think about including customer reviews in your evergreen content buckets. No matter the time of year, potential customers will always look for social proof that you are a reliable brand.

Ayúdales publicando testimonios de compradores sobre su experiencia con tu empresa. Pueden ser capturas de pantalla de personas que te envían mensajes positivos sobre sus pedidos o reposiciones de contenidos generados por usuarios en los que aparecen tus productos.

To ensure that your followers immediately see these testimonials, consider putting them in your Story Highlights.

5. FAQs Are Considered Evergreen Content, Too

Customers will always have questions to ask about your brand, regardless of what trends are viral or what season it is. So, post answers to FAQs on your feed as a carousel post or in your Stories.

If you go with the latter, also put the FAQs on your Story Highlights. If you have multiple Highlights up, make cute, creative Highlight covers to make your Instagram profile look cohesive.

Ideas de contenido perenne para marcas por nicho

Of course, you have to tailor-fit your evergreen content to your specific Instagram niche. Come up with valuable content that your target audience expects from you, not just some random quotes and product features.

He aquí ejemplos de ideas de contenidos perennes para cuatro nichos populares de las redes sociales:

Para Travel Vloggers e Influencers

Las personas influyentes en el sector de los viajes deberían publicar contenidos relacionados con sus viajes o con los principales destinos turísticos. Estas son algunas ideas de contenido para publicaciones perennes:

·   Guides to classic destinations everyone commonly found on people’s bucket lists, like Paris or New York City.

- Consejos de viaje como "cómo hacer una maleta ligera para el fin de semana" o "cómo hacer las mejores fotos de viaje".

- Compartir itinerarios de viaje económicos basados en su experiencia de primera mano.

Para entrenadores de fitness y personas influyentes

Los influencers y las marcas de fitness deben mejorar los regímenes de fitness y nutrición de sus seguidores. Algunas ideas de contenido perenne para este nicho son:

- Vídeos tutoriales sobre planes de entrenamiento sencillos a través de Instagram Reels

- Vídeos de preparación de comidas para una dieta sana que complemente un buen plan de entrenamiento.

- Reseñas de productos de equipamiento y ropa de fitness.

- Historias de transformación de pérdida de peso que inspirarán a otros a esforzarse en su viaje hacia la forma física.

Para influyentes de la moda

Las personas influyentes en el mundo de la moda son de las más creativas en lo que respecta a sus contenidos en Instagram . Aquí tienes algunas ideas para crear contenido de valor que sea relevante para tu audiencia durante todo el año:

- Vídeos "Prepárate conmigo" para mostrar a tus seguidores cómo eliges un atuendo en un día normal.

- Fotos OOTD para mostrar tu estilo personal.

- Vídeos de pruebas y reseñas de ropa de marcas de moda.

·   Think pieces on deeper evergreen topics, such as inclusivity in the fashion industry or sustainable fashion.

 

Para cuentas y blogueros gastronómicos

Food accounts are popular regardless of the season, so creating evergreen content is easy if you’re a foodie. In case you run out of ideas for your page, here are a few to draw inspiration from:

- Vídeos de recetas paso a paso de platos clásicos de diferentes cocinas internacionales.

- Datos curiosos sobre alimentos populares y marcas de aperitivos.

- Vídeos "Lo que como en un día" para mostrar a tus seguidores una dieta realista.

- Fotos planas estéticamente agradables con toneladas de comida y bebida exquisitas.

Cómo funciona el contenido evergreen cuando se trata de calendarios de publicación

Now that you have content ideas for your evergreen content strategy, let’s move on to the ideal posting schedule for these posts. So, how does evergreen content work in relation to posting trendy, timely content?

Hablemos de proporción. ¿Cuál es la mejor proporción para el contenido evergreen y el oportuno? La respuesta depende de tus objetivos y los de tu marca.

Are you an influencer trying to build an emotional relationship with your audience? Do at least 2-3 evergreen posts for every branded content post you publish. If you’re a brand that prioritizes sales and virality, consider doing one evergreen post for every 1-2 timely content pieces.

Asegúrese de que más personas vean su contenido perenne

Evergreen content isn’t just good for your brand. It’s also fun to make because there’s no pressure to ride on a specific trend or season to post it. Because it isn’t dependent on a timeframe, your audience will enjoy it even if they see it weeks after you publish it.

But it’s not just about making valuable content that will span the seasons. You also have to ensure that people will see your evergreen posts. Otherwise, your content ideas will go to waste.

You can’t always rely on organic traffic to get more eyeballs on your evergreen content. A better way to make sure your ideal audience sees it is by working with Path Social.Our extraordinary proprietary targeting tool pushes out your content to users who will enjoy it most. This gives you an uptick not just in reach and engagement but in followers, too. Work with us to grow and engage your community with the best evergreen posts today!