What’s So Great About Evergreen Content?
In any online business, content is a powerful asset, but just publishing it isn’t enough. Keywords and paid ads aside, creating consistent, relevant, and rich content is one of the most important aspects of a content marketing strategy.
This is true for a few reasons:
First, more relevant and rich content is critical for SEO (Search Engine Optimization). It tells search engines like Google and Bing what your company does and why it would be relevant to people searching the internet. You probably already know about the importance of keyword research and the many other complicated rules of SEO, but a general principle is that the more information you’re putting online, the more complete picture you are providing for search engines, and those algorithms sure do love a complete picture!
Tl;dr Rich content is good for SEO and increasing your organic traffic.
Second, content draws people in who might be interested in your offering. Regularly writing and releasing a new blog post is a great way to keep your online presence fresh and interesting, instead of stagnant. The better and more evergreen your content is, the more likely you are to gain backlinks (another thing those algorithms love).
Tl;dr Rich content is good for drawing in new customers.
The content creation process is hard. Not only will you want to upload and share content pretty regularly, but you’ll want to make sure that it’s consistently and continuously interesting to your audience. It might seem easy at first, but you’d be surprised how quickly you’ll run out of things to talk about when you’re on the spot.
Coming up with a new topic for blog posts once or twice a week can be tougher than you might imagine. That’s why we like to emphasize the focus on finding the right evergreen topic for your new content. You want to create great content that provides lasting value for the folks in your niche.
What is evergreen content?
Evergreen content has long-term, continuous relevance to your subscribers, customers, or readers. When done correctly your new content will show up higher in search results (resulting in increased website traffic), get more shares on social media for longer, and boost visits to your existing content.
But what does evergreen really mean?
The term evergreen is in reference to a plant that maintains its green leaves year-round. In literature, it’s a phrase describing something that never ages or dies. You can think of evergreen marketing pretty much the same way–it’s content that pretty much doesn’t age and continues to generate interest.
Compare an evergreen topic to trending or seasonal content. A trending article will, at some point, no longer be relevant to anyone online. Maybe it’s a blog about Fall 2021 fashion trends, an article that talks about a recent product launch, or a video of the 2021 Olympic Games. Google trends can be hard to gain traction from.
An evergreen article, on the other hand, can be viewed and read at any time and still generate the same level of interest regardless of when it was posted.
Here are a few commonly used formats of evergreen content ideas:
Of the top four global monthly Google searches, “how-to” questions take third and fourth place. Coming in at third is, “how to register to vote,” and in fourth we have, “how to tie a tie.” People are always looking for information about how to complete different tasks and typically use the internet to find those answers. Brainstorm a few how-to topics that are relevant to your business (even if they aren’t closely related to what you do) and use them for an evergreen piece.
Frequently Asked Questions
FAQs are another great way to add keywords and relevant information to your website’s content section. Depending on what you do, there might be some relevant information that people are looking for that relate to your business.
If you’re an artificial intelligence platform, you can write an evergreen article on the lines of, “What is Artificial Intelligence?” or “How is artificial intelligence being used in marketing?”
If you’re an e-commerce coffee vendor, you can write an evergreen post like, “The top 5 ways to make your own cold brew” or “How to properly store coffee beans at home.”
List posts (or listicles, as they’re more casually known) are a very popular strategy for producing evergreen content. Anyone can write a list! Once you’ve found a good evergreen idea, do some keyword research to find something with a high search volume. Write a brief description of each item on your list, make sure to include good links and helpful details.
[VIDEO] How These 6 Different Teams Boosted Their Email Newsletter Engagement With 1 Tool
What does evergreen mean in marketing?
Excellent evergreen content is an online marketer’s secret weapon. In order to keep up with the constant content stream, digital marketing strategists will use evergreen content to keep the output flowing.
Once a piece of evergreen content has been shared with an existing audience it can be reshared with new audiences later. Maybe you’ve noticed a recent influx of subscribers after a Facebook Ads campaign. In that case, you can reshare some of your older evergreen content with those subscribers via email, as well as all the new and exciting content you’re publishing regularly.
Give your evergreen content an extra boost
Evergreen content is meant to be seen – so make sure to share it.
- Share it on your social network. And don’t just share it once, share it every few months. It’s evergreen so it never stops being relevant to your Facebook, Instagram, LinkedIn, or Twitter audiences.
- Link to it in your email campaigns and in your email newsletter. Your most dedicated subscribers deserve to see your best content.
- Share it with the folks or businesses that you mention in the post. They will surely be appreciative and may even share it on their own social media channels!