How to create evergreen content

Disclaimer: This guide will let you in on a little secret.

Something that has been doing the rounds for years but very few people actually talk about.

No, 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. And the clue about how it works is in the name.

What is evergreen content?

Before we delve deeper into this topic, think about an evergreen plant that keeps its leaves all year round. It’s luscious, always attractive and is usually low maintenance.

Now, apply that to content.

Evergreen content is like the beautiful green plant you just imagined. It’s not seasonal, it doesn’t lose its relevance and it’s always interesting to readers. At least that’s the aim, anyway.

Next, think about how you use the internet.

When searching for an answer to a question online, you want to read content that is useful. Not based on facts and figures or an event from several years ago.

Basically, you want to know that the article you’ve stumbled across is capable of answering your question, which is exactly what evergreen content should do.

What are evergreen topics?

It can be tempting to focus on the latest hot topics when creating content. But this means you will have to churn out more content at a faster rate to stay relevant, which is a lot of work.

Then there is the question of authenticity.

Today, readers are more discerning and want articles that have been written with integrity — not just SEO — in mind. Google even updated its algorithm to favour “helpful content” in its rankings, making it more important than ever to focus on the reader.

This means there has never been a better time to focus on creating content that is authentic, timeless and packed with value.

But how do we know if a piece of content will be evergreen?

It all comes down to the topic and SEO keywords.

Here are some examples:

• How to start an online business

• Top money savings tips

• How to lose weight

• How to do a tax return

• What is evergreen content?

People are always interested in these subjects, whatever the time of the year or what’s happening in the news cycle.

The trick though, is to find evergreen topics that are relevant to your website.

To get started, think about the core elements of your business: What services do you provide to your customers? What questions do they ask? Do you have a niche?

Make a list and then narrow it down to the core issues that have potential to become evergreen topics.

Evergreen content do’s and don’ts

Some key points to keep in mind when creating evergreen content.

Don’t include dates in the title

If you post an article with the title “Top marketing tips for 20XX”, it will go out of date very fast. Possibly within six months.

Do focus on industry specific tips and advice

Research into what people are searching for in your industry or niche. Or address a frequently asked question, like “Why hire a copywriter?”

Do make it original

Remember, the aim is to provide the reader with real value. So make sure that reading your article is worth their time.

Do mix it up

There is more to a content strategy than just evergreen content. Mix it up by including some on-trend topics to showcase your expert knowledge.

Don’t press publish and walk away

Nothing stays evergreen forever. Regularly check back on published evergreen pieces and update if needed. Ideally every six months, but at least once a year.

Get in touch at hello@hayleymaguire.com to find out more about copywriting and content writing services.