Classic content with value that stands the test of time is key to a winning content marketing strategy
In the words of Avinash Kaushik, Analytics Evangelist for Google, “Content is anything that adds value to the reader’s life.” But understanding which type of content will help improve brand recognition and trust sets apart a great marketer from a good one.
Content semantics – what’s evergreen and what’s classic?
As the name suggests, evergreen content is meaningful for a lengthy period of time (perhaps forever). Thought leadership on the top strategies for business efficiencies or why cybersecurity is a top manufacturing challenge are just two examples. This type of content sacrifices creativity and innovation – think over-use of phrases such as production optimization, delivery efficiencies, tangible business outcomes, and effective workforce management (we’ve all been guilty of sneaking one of two of these phrases in let’s admit it)! It can be any type of content that isn’t tied to a specific time period but adds very little value to its propositions.
Classic content will be there for you just like Friends!
Classic content, on the other hand, should be the goal for B2B marketers. This content type aims to create something of lasting value, long after it’s been written. When you experience a classic piece of content for the first time, it should have a sense of familiarity but above all, it comes with a new discovery. A classic always feels fresh and can articulate universal themes, offering revelatory insight to its audience today, and in years to come.
It’s easy to see classics in the world of arts and entertainment – take the TV show Friends for example, which first aired in 1994. Its comedic storytelling offers a distinct point of view, yet despite this, the show’s universal themes on friendships, family, and life’s up and down moments are just as relevant today as they were 30 years ago – so it’s no wonder that in recent years the series has increased in popularity among new audiences (myself included!)
A strong news peg to hang classic content on
In the B2B context, some trendjacking strategies can provide their own form of classic content. Consider this scenario: your subject matter expert writes a comment on why an understanding of lifecycle management could have pre-empted the 2021 Starbucks supply chain issues, which affected many U.S. stores (in case you need a refresh, favourite items such as chai tea were missing from the menu due to ingredient shortages). Relevant at the time – yes, but what about two years on when disruption in the Suez and Panama Canals caused havoc across global supply chains and many IT and trade publications covered the story?
On the surface these stories cover two different problems, but the issues are the same and if visionary enough, your classic content written by your thought leadership expert hanging on a seminal peg will withstand the passage of time and be revisited every time the news cycle comes back around (albeit with a few tweaks). It’s all about adding value to trendjacking opportunities that support your key business messages and are not needed to be crowbarred in.
The formula for classic success
A classic isn’t a classic until it stands the test of time but what are some common traits that can create lasting content value?
- Distinct points of view – Every piece of B2B thought leadership has a distinct, original point of view that has real value in a world context. This is where a credible and experienced subject matter expert turned trusted evangelist can come into their own!
- The power of connections – Think about world-building and your audience – this is how to build connection. Rich details allow the audience’s mind to connect to other stories they’ve heard and experiences they’ve had (remember the point earlier about building familiarity). That’s a mark of a classic. The world feels both familiar and new on every rereading.
- Distinctive style – Develop a style for words and imagery. Try to be as engaging as possible within this style framework. Our founder always says – reading is democratic, people vote with their eyes!
- Larger truths, the bigger picture – As the ‘post truth’ disillusionment rages on, thought leadership content should attempt to illuminate an overarching truth that will influence the reader. Whatever you do, make sure the information shared includes credible third-party facts and sources – don’t be the source of misinformation!
ChatGPT – the home of evergreen copy
It wouldn’t be a complete article about content without a nod to the use of generative AI in the spectre of ChatGPT. Classic content requires marketers to focus on great storytelling that leverages the context of the now, explores topics deeply, and creates original and distinct points of view. It’s all about value – something which generative AI doesn’t have a clue about!
Classic content goes beyond building on a previous thought, it brings experience, knowledge, and judgment to express a new idea that will stand the test of time and synthesizes ideas with the present context. These are all human capabilities beyond the remit of Generative AI.
Generative AI can only express what has been (or at least up until April 2023) in a new way. AI lacks the emotional intelligence and critical thinking components to create deeper meaning in creative storytelling. In other words, it’s got marketing drone speak down to a tee.
So in short, generative AI can create evergreen content but (so far) it’s unable to truly produce a classic. Stay tuned for more on this debate in our next Talking Propeller Heads coming soon!
Hannah Watson is PR Lead – Analytics at IBA International.
Leave a comment