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Evergreen Franchise Content i.e. Our Most Popular Blog Post

We covered the concept of SoLoMo earlier, so I guess you can consider this another entry in the “internet buzzwords and how they apply to franchising” section of the resource center. (We should probably invent that!)

Anyway, today we’re looking at evergreen content. Here’s a good video that coversthe idea:

(And in an ironic turn of events, the video was published in 2011, so it is in fact evergreen.)

So basically, the definition of evergreen is content that will be relevant to your franchise’s audience irrespective of when they reach it. This is, of course, in contrast to news or topical content that only has relevance for your audience in a strict time period e.g. press releases, promotions, etc.

The benefits of evergreen content are numerous, but I think it all comes down to the idea that it attracts eyeballs into perpetuity rather than losing its relevance. An evergreen blog post is the prototypical “set it and forget” user acquisition vehicle.

So the question turns to how to determine which topics will be evergreen.

The basic idea here is thinking about providing utility to a reader by answering a question.

The ultimate example of this in our industry is someone who’d answer a question as simple as “What is franchising?” And…lo and behold, if you were to Google that question, you’d be met with a litany of evergreen answers.

The number one result from google is a Franchising.com article found here. I, obviously, don’t know how many people visit that page regularly, but I’m going to guess it’s thousands of people a day. And the best part is that Franchising.com doesn’t have to do anything!

Alrighty then. Let’s look at one of the ways that us here at FranchiseHelp take advantage of the evergreen content concept.

If you were to look at visits to our blog over the entire course of 2014 (1/1 – 10/23), you’d see that a single blog post has more than 2x the visitors of the second most visited and nearly 10% of all blog post visits.

And even better, the traffic is pretty awesomely distributed over the course of the entire year. (Hence, the evergreen nature.) Here’s a screenshot of the visitors over the course of the year:

2014 Traffic for Most Popular FranchiseHelp Blog Post

So what is it? Check it out here.

Its title: "How Much Money Can My Franchise Make?"

Makes sense, right?

Wanna chat more about evergreen content for your franchise, let us know.

We accidentally pushed a major code bug OR What we learned selling our own contact information

One of our most common themes here at the Lead Generation Resource Center is the importance of continuous innovation. As we’ve written before, the lead generation industry (not simply in franchising) is rife with complacent players that are content implementing yesterday’s tech solutions today.

When do people find FranchiseHelp? (Part 1)

Before we get there, let me give you a brief introduction to Google Analytics.

Measure Franchise Lead Response Times in Seconds Not Days

Proper timing is a crucial part of any marketing venture. Frankly, proper timing can make or break a marketing campaign’s performance. For example, a company attempting to target simply adults will find themselves purchasing TV spots late into the evening, well after the rest of the family has gone to sleep. (Think about the commercials on David Letterman’s show.)