Disclaimer alert: this article will let you in on a little secret.
Something that has been doing the rounds for years but very few people actually talk about.
Unfortunately, it’s not a silver bullet to turn your business into a six-figure company overnight, but it is a clever way to boost SEO and website traffic.
The secret is evergreen content.
What is evergreen content?
The first clue is in the name.
Think about an evergreen plant that retains its leaves all year round. Now, apply that to content.
Evergreen content basically means it doesn’t go out of style because 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.
To go a bit deeper, 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 and not something based on facts and figures from 10 years ago.
Basically, you want to know that the article you’ve stumbled upon is still capable of answering your question.
This is exactly what evergreen content is.
What are evergreen topics?
When writing content it can be tempting to focus on the latest hot topics, but 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.
Then there is the question of authenticity with readers becoming more discerning and searching for articles that have been written with integrity.
This is the idea behind evergreen content – to maximise the output involved by creating a piece that is authentic, timeless and packed with value.
Now, here’s the big question – 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. This means 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 subjects that people are always interested in, regardless of what’s happening in the news or the time of year.
And it means the articles 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 If you post an article with the title, “Top marketing tips for 2021”, it will be out of date by 1 January 2022. Probably even by the last quarter of 2021.
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 so 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 evergreen content to continue attracting traffic year-round.
Finally, do 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.
Plus, 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.
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