When launching a new product, especially a tech product, content marketing can be a very effective way to generate buzz.
Building interest through email campaigns is always a safe bet. To optimize results even further, use an email verifier on your list before each launch to ensure that you’re reaching the largest amount of interested parties. In addition to email, there are two primary types of content you can leverage: evergreen and one-off content.
Evergreen content remains useful to customers over a long period of time. It can also enhance your SEO in the long run by gathering backlinks.
One-off content is more timely. It’s newsworthy, but its relevance and usefulness tend to drop off fairly quickly.
Both approaches offer key benefits. The following information will help you better understand which is right for your goals, and how you can strike the ideal balance between the two.
Why One-Off Content Works
One-off content is typically linked to a season, holiday, news item, or other timely factors. On the one hand, that means customers may ignore it later on when it will no longer be relevant. On the other, it’s useful if you want to generate initial buzz. One-off content can build enthusiasm for a product, yielding high early sales numbers.
This is particularly important to keep in mind when marketing a new tech product. In this industry, products often boast new and unique features that excite customers.
Steve Jobs understood this. That’s one of the reasons Apple is among the biggest tech brands on the planet. When Jobs unveiled a new product, in many ways, he was marketing it via content; the content just happened to be a demonstration. Jobs knew that building early enthusiasm is key to success.
The Benefits of Evergreen Content
Evergreen content essentially never loses its value. Your customers can refer to it years after its publishing date and still find useful information.
That doesn’t mean it’s perfect. By taking advantage of a timely subject or event, one-off content develops a sense of urgency and relevance. This is difficult to achieve with evergreen content.
How to Choose
When marketing a new product launch, you shouldn’t just consider the key pros and cons each type of content offers. You should also keep the following essential factors in mind:
You’ll want to create a lot of one-off content early on to produce buzz around your new tech product. However, after the initial launch, there will be less demand for new content.
Evergreen content, on the other hand, typically involves a more sustained workload. You may not need to make as much content at first, but you’ll need to continue creating it over a long period of time.
2. Sales Goals
One-off content tends to yield a high number of sales upon a product’s launch. Those numbers often drop considerably once the content is no longer relevant. Thus, this approach may be ideal if you’re releasing a product that will only be useful or innovative for a brief window of time.
Evergreen content may not generate as many initial sales, but when combined with an effective email marketing strategy, it can help you build relationships with customers and maintain consistent sales numbers.
If you have a dedicated marketing team, you can plan a campaign that includes both one-off and evergreen content.
If you’re relying primarily on freelancers, you may want to focus on one type of content at a time. Recruit writers to create one-off content so you can continue working on your long-term marketing plan, then leverage the funds from those initial sales to hire a marketing team. This allows you to create evergreen content after the one-off content stops being relevant.
In any industry, marketing a product launch requires assessing these types of factors first. There’s no one type of content that’s ideal for every product. Consider what you’re releasing in conjunction with your team’s abilities and decide which is right for your goals. The tips here will help you make the best choice.
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