As an insurance/asset management company, you likely have a value-add CE content strategy to stay actively engaged with the financial advisers you work with. A question we often get asked is “how much of my library should be evergreen content versus something a little more “trendy” or new.”
On the one hand, having content on a topic that never goes out of style is a great way to stay relevant and appeal to the masses. On the other, adding new content on developing trends or regulations prevents your library from becoming stagnant and offers your market audience a chance to explore different topics.
So where should you draw the line, then? The answer, as we see it, oftentimes falls right down the middle.
What is Evergreen Content?
Evergreen content is content that is relevant for a long time – even multiple years. This type of content doesn’t really go out of date. You can call it practically ageless wisdom.
Typically, we see companies that will make small updates to these courses year-over-year, but not enough to require it to be refiled with state/designation boards. Pro tip: in most cases, you do not need to refile content if less than 10% of it is edited.
Some good examples of evergreen content are Annuity Planning Mistakes and How to Avoid Them, Advanced Strategies for Social Security Planning, and Tips for Working with 401(k) Clients.
People will find this content useful and relevant for some time, albeit some edits may need to be made pending certain changes to regulation.
What is Trendy Content?
Trendy content or non-evergreen content is topical and relevant to something that is going on right now. Take, for example, topics that cover quarterly or bi-annual market trends, new or forthcoming regulations, or, dare we say it, investing in a time of COVID.
An example of this trend is the Secure Act 2.0. The legislation, effective immediately, creates a host of changes to help strengthen the retirement system within the U.S. With changes such as increasing the age to start taking required minimum distributions (RMDs), decreasing the penalty for failing to take RMDS by 25%, and the ability to add an emergency savings account associated with a Roth account, the law will have sweeping changes to retiring Americans and therefore is a hot topic in 2023.
Legislation such as the Secure Act 2.0 is content that will perk interest among your market demographic, while simultaneously adding a great course to pad your library.
Striking a Balance Between Evergreen and Trendy
Unsurprisingly, it’s important to create a healthy balance between evergreen and “trendy” content. Evergreen content gets you on adviser’s radar, whereas trendy content keeps them coming back for more.
It’s important to remember that regardless of which camp you’re in, the competition in covering that specific topic might be quite high. Give your own twist. Create a unique title that very few people might be covering. The more creative your title, the more likely advisers are to register/attend your seminar, versus the other ones out there!
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