The Best Content for Promoting a Product Launch

Contributed by Rae Steinbach

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If you’re a social media manager, you’re likely used to balancing your evergreen content with one-off pieces. Both are important parts of a successful social media marketing approach, giving your readers different types of content and ensuring that they stay engaged with your site.

While limited-time content is likely to promote immediate readership, it provides very little long-term value. On the other hand, evergreen content will continually bring in readers, which leads many writers to promote it over less flexible content.

You may want to create content for your email strategy, too. While the same considerations apply when deciding which content to promote, you’ll need to follow email best practices like verifying email addresses and segmenting subscribers to see the best results. Finding the best content to promote your new products is a great way to improve your marketing approach.

Providing Immediate Value

When you create one-off content, you’re attempting to build interest around a specific product or event. It often contains time-sensitive information or relates to current events and pop culture. It can be a great way to capture attention and let your audience know about recent developments. However, readers who find the piece after the launch won’t be interested, even if elements of it are still relevant.

Maintaining Interest

In contrast to one-off pieces, evergreen content is intended to stay relevant over a long period of time. This type of content doesn’t rely on time-sensitive information, meaning that readers who find it even years later could still find value. It also can have a substantial impact on your backlink profile, which may vastly improve your SEO efforts.

The downside to evergreen pieces are that they don’t work as well when you’re trying to promote a certain action or purchase. One-off content is designed to call readers to action, making it easy to raise interest in your product launch. This is why any strong social media campaign involves both types of content.

When to Use Each Type of Content

Determining whether to create an evergreen or one-off post depends on your immediate and long-term needs as well as your marketing strategy. These considerations should help you decide when and how to leverage the benefits of each kind of piece.

When you’re promoting the launch of a new product, you’re likely going to see a relative jump in sales and hits. One-off content can help capitalize on these situations, while evergreen content can maintain your levels outside of product launches. This also applies to workload, as one-off pieces involve a content push while evergreen is more constant.

Whether you’re focusing on evergreen content or one-off pieces, it’s important to promote a new product across a variety of platforms. A strong online presence typically includes a range of forms such as newsletters, websites, and social media accounts. Email marketing can also provide an incredibly high ROI.

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Rae is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course. Twitter handle: @araesininthesun