Disclaimer alert. This blog will let you in on a little secret.
Something that has been doing the rounds for years but very few people actually talk about it.
No, it’s not a silver bullet to turn your business into a six-figure company overnight (I doubt such things even exist). But it is a clever way to boost SEO and website traffic.
The secret is evergreen content.
Not familiar with it? Then let’s find out more.
What is evergreen content?
The first clue is in the name. Think about an evergreen in nature. It’s a plant that retains its leaves all year round.
Now apply that to content. Evergreen content basically means it doesn’t date or go out of style. It’s not time sensitive or connected to a specific news event.
In a nutshell, it will always be relevant to the reader. At least that’s the aim, anyway.
Think about how you use the internet yourself. If you’re searching for an answer to a question online, you want to find content that offers real value. Otherwise, what’s the point in reading it?
Before we go any further though, here’s another disclaimer.
Evergreen content does not have a 100 per cent guaranteed success rate (does anything?). Plus, unexpected life events can quickly shake up the status quo for any industry (hello coronavirus).
But by creating evergreen content, you can be sure that blogs and articles don’t become outdated within days or weeks of them being published.
Focus on evergreen topics
It can be tempting to write about the latest hot topics, and there is certainly a place for that in a content plan. However, it means you will have to churn out more content at a faster rate to stay relevant.
That’s a lot of work for a short-lived return on investment.
Something else to consider is a move towards authenticity when it comes to content creation.
Readers (like consumers) are becoming more discerning and are searching for articles that have been written with integrity. Not fluff pieces with a clickbait headline.
That’s the idea behind evergreen content. Maximise the output involved in creating the piece by making it relevant, authentic and timeless.
But how do we know if something is evergreen? It all comes down to the topic.
Successful evergreen blogs and articles include SEO keywords for evergreen topics. Things that readers search for year after year.
Here are some examples:
– How to start an online business
– Top money savings tips
– How to lose weight
These are topics that people are always interested in, regardless of what’s happening in the news or the time of year. And that means they will continue to drive traffic to a website, long after they have been published.
Evergreen content do’s and don’ts
Here are some key points to remember when creating evergreen content.
First, don’t include dates in the title. If you post an article with the title, “Top marketing tips for 2020”, it will be out of date by 1 January 2021. Maybe even by the last quarter of 2020.
Do focus on how-to articles and industry specific tips and advice. Another way to approach it is to address a frequently asked question with a title like, “Why hire a copywriter?”
Do make it original. Do your research and don’t churn out generic content that can be found somewhere else. The aim is to provide the reader with real value. Make sure that reading your article is worth their time.
Don’t focus only on evergreen content. Mix it up with some on-trend topics to showcase your knowledge in a specific industry. But do use the evergreen content to continue attracting traffic year-round.
And finally, remember that nothing stays evergreen forever. Check back on previous pieces every few months and update if needed.
With a little bit of effort and planning, evergreen content can be a useful marketing tool. And if a blog is still being found by search engines months or years after it was posted, then it was well worth the effort it took to create it.
What do you think about evergreen content? Feel free to contact me with any comments or questions at firstname.lastname@example.org