Yesterday I entered a group chat on Slack and saw someone had posted a gif of Turkish chef “Salt Bae.” My first thought was, “Wow, I had forgotten about that guy.” A quick search later, I realized that the original video that famous meme came from was released on January 7, 2017. Almost two years old, and this Slack user was still fishing for laughs with it.
But let’s dive a little bit more into this. The video Salt Bae came from, titled “Ottoman Steak,” was viewed more than 10 million times. In 2017, he was an icon, and two years later, the internet is over it. On the other hand, however, compilations from the internet application Vine are still being created, shared, and viewed, despite Vine’s shutdown in 2017, the year of Salt Bae. Vine managed to capture the attention of the world even after it became an archive site. Creators still mourn the loss of it as a tool.
I am not an internet guru, so I cannot say why one example is still relevant and the other is not. But this does showcase a constant struggle that people in marketing have: how do we keep making content that stays evergreen? How does one blog post get hits months after its publication, but another sees traffic drop after three days? With that question in mind, here are some techniques I believe can help you keep the content train moving.
- Tone back on the viral sensations. It is tempting to jump on a bandwagon, but it is also the most obvious sign of content being dated. That’s why I spent three paragraphs talking about it earlier. Make what you’re saying worthwhile, but do not attach it to things that are only en vogue for a week.
- Do not lean too hard on repeating posts. Sharing content a bit after its release is one thing, but if you end up sharing a blog post from three years ago in your automated cycle, it could look a little strange. Try to keep the repeating posts informational only.
- Run your ideas by people older than you. This might be a controversial stance to take, but I still send much of my work to my father to read. I find that if he cannot understand what I am talking about, neither will the general public.
- Do not create in a vacuum. Share your ideas with people on your team, and take their criticism respectfully.
- Repurpose older content. Just like a fresh coat of paint can spruce up a house, giving your old webinar or keynote speech a rehash can make it seem new.
Parmonic is all about keeping content evergreen. If you have some videos or webinars that could use a facelift, get in touch.