When developing your marketing strategy, evergreen content is an invaluable avenue to pursue. Evergreen content allows you to make the most of your research, generate organic traffic to your website, and bump up your search engine rankings, so is great to utilise alongside your standard content.
Why is evergreen content important?
Evergreen content does not lose its metaphorical leaves over time, meaning it stays fresh and relevant for your audience months or years in the future. This way, your content continues to gain traffic and can be reused and promoted with only minimal updates, saving you time and effort.
Common examples of evergreen content are:
- ‘How to’ articles (e.g. ‘how to train your new puppy’)
- Glossaries of industry terminology
- Overviews on the history of a product or service
- Listicles of good products or books on a certain topic
- Tips on common problems
Evergreen articles also draw in a wider range of readers because this type of content is typically educational, and can inform people on a subject by bringing them to a website they otherwise wouldn’t have visited.
The biggest challenge with evergreen content is competing with other businesses, as a lot of educational content provides the same set of information. To stand out, follow our tips to make your evergreen articles as popular as possible.
How to create evergreen content
When choosing which content to write about, chose topics that are relevant to many people and will be useful for years to come. Avoid referencing current events, trends, or using slang as these will date your content. Maintain accuracy so you are perceived as a professional in your field and show you are a trustworthy source for your audience.
Optimise your content for search engines so that when someone wants information on a subject, they turn to your website. Undertake keyword research and include buzzwords which people are likely to search. Tailor your content to beginners and keep your tone clear and informative to increase the chance of your content being viewed and shared.
By linking to evergreen articles in more timely articles, you can monopolise on the traffic generated by a current topic. Similarly, linking similar educational blog posts in your evergreen content can generate extra traffic from people wanting to learn more about a specific subject.
Lastly, keep your content updated and promoted. While evergreen content has a long lifespan, information and recommendations can change over time, so refresh your content to keep it accurate. This also means you can date the article as recently posted, making it appear more reliable.
Don’t forget to promote your evergreen articles on social media alongside your current content, to maximise on potential viewers and generate more traffic and leads to your business.
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