YouTube Content Strategy for Businesses: Building an Evergreen Library

YouTube is often underestimated as a powerful tool for businesses. While many focus on social platforms like Facebook, Instagram, or LinkedIn, they overlook the unique benefits YouTube offers. This article will explore how businesses can create a YouTube content strategy that builds an evergreen library of content, driving traffic and generating leads.

The Issue: Underutilizing YouTube's Potential

Many marketers and business owners haven't fully tapped into YouTube's potential. They might dabble with the platform, posting sporadic videos without a clear strategy. The result? A stagnant channel that doesn't contribute meaningfully to business goals.

The Solution: An Evergreen Content Library

Creating an evergreen library of YouTube content can transform your channel into a long-term asset. This approach focuses on producing videos that remain relevant over time, continuously driving traffic and generating leads. In this article, we'll delve into practical strategies for building this evergreen content library, drawing insights from Nate Black of Channelmakers.

Why YouTube is Crucial for Businesses

Shorter Distance to Purchase

From extensive experience running websites and YouTube channels, it's clear that the distance to purchase from YouTube is dramatically shorter. Users on YouTube are more likely to make purchasing decisions faster compared to those who read through multiple articles on a website.

Evergreen Content Potential

YouTube's algorithm is designed to resurface good content continuously. Videos you create today can continue to attract viewers and generate leads years down the line. This evergreen nature of YouTube content is a significant advantage over other social platforms.

Building Trust and Authority

Videos allow you to connect with your audience on a personal level. When users see a real person talking directly to them, it builds trust and authority. This personal connection lowers barriers and makes viewers more receptive to your message.

Understanding How People Use YouTube

People come to YouTube for various reasons, including:

• Relaxation: Many users visit YouTube to unwind and relax.
• Entertainment: Viewers look for content that makes them feel happy or entertained.
• Learning: YouTube is a go-to resource for learning new skills or researching topics.
• Escapism: Some users seek to escape their daily routine and immerse themselves in different experiences.

Understanding these motivations helps in creating content that resonates with your audience and meets their needs.

Researching Your Audience's Preferences

To create content that resonates, you need to understand what your audience wants. Here are some steps to get started:

Use YouTube as Your Audience

Create a new YouTube profile and start searching for videos as if you were your target audience. Watch videos and see what YouTube recommends. This will give you insights into the types of content your audience is consuming.

Analyze Competitor Channels

Look at channels similar to what you want to create. Analyze their most popular videos and see what topics and formats are working for them.

Planning Your Content Strategy

Define Your Endgame

Before creating content, define what you want to achieve. Possible endgames include:

• Generating Leads: Encourage viewers to sign up for your email list or a one-on-one consultation.
• Selling Products: Direct viewers to your online store.
• Building Brand Awareness: Establish your authority in your industry.

Create Evergreen Content

Focus on creating content that remains relevant over time. Evergreen content can continuously attract viewers and generate leads long after it's published.

Example: Channelmakers' Evergreen Strategy

Nate Black of Channelmakers created a video titled "How the YouTube Algorithm Works in 2024." This video continues to attract thousands of views months after its publication, driving traffic to his website and generating leads.

Practical Types of Evergreen Content

Here are some practical types of videos you can create for your evergreen content library:

Tutorials and How-To Videos

These videos provide step-by-step instructions on how to do something related to your industry. They are highly searchable and can attract viewers looking for specific solutions.

Product Reviews and Comparisons

Reviewing and comparing products can attract viewers who are in the decision-making process. These videos can drive affiliate sales or direct purchases from your store.

Case Studies and Success Stories

Share case studies and success stories that highlight how your product or service has helped others. This builds credibility and encourages potential customers to take action.

Industry Insights and Trends

Create videos that discuss the latest trends and insights in your industry. Position yourself as an authority and keep your audience informed.

FAQs and Common Questions

Address frequently asked questions and common concerns your audience might have. These videos can help reduce barriers to purchase by providing clear and helpful information.

Building a Content Library

Interconnected Content

Create a series of interconnected videos that guide viewers through a journey. For example, a beginner tutorial can link to an advanced tutorial, which then links to a product demo or a sales webinar.

Consistent Upload Schedule

Maintain a consistent upload schedule to keep your audience engaged and coming back for more. Consistency helps build a loyal following and signals to YouTube's algorithm that your channel is active.

Optimize for Search

Optimize your video titles, descriptions, and tags for search. Use keywords that your audience is likely to search for to increase the discoverability of your videos.

Conclusion

YouTube offers unique advantages for businesses willing to invest in creating an evergreen content library. By understanding your audience's motivations, defining clear business objectives, and consistently producing valuable content, you can transform your YouTube channel into a powerful marketing tool.

If you're ready to take your YouTube strategy to the next level, start by researching your audience, planning your content, and building a library of evergreen videos that will continue to drive traffic and generate leads for years to come.