When it comes to fashion, I am sure you would love grabbing those classic, timeless, and essential pieces that stay stylish forever. Same is the case with content. What’s the connection? There is content that is iconic and can last the test of both time and trend. This content without an expiry date is called Evergreen Content.
Started wondering where you have heard of the term “evergreen” before? Let me remind you of the trees of a similar name, you use to decorate your home at Christmas. Just as the evergreen tree is a symbol of perpetual life, so is evergreen content- sustainable and long-lasting.
Now, did I keep you thinking that “Hey, excuse me, when does online content like blogs and articles disappear?” Let me tell you it’s not about being present, evergreen content is all about relevance, even long after its publication.
The secret of how evergreen content adds value to your marketing efforts
According to research, 60% of marketers create at least one piece of content each day as the conversion rates are almost 6x higher for content marketing adopters. Given the figures, why not create something of a long term value?
Evergreen content is something the drives consistent interest. It elevates your marketing efforts in the following ways.
- Helps in building brand authority: Evergreen content is useful and informative, it automatically receives more shares. Whether it’s shared among peers or used as a reference through a link, it will boost your online presence and position your brand as an authority.
- Gains regular organic traffic: Google’s objective is to deliver answers to people’s queries. If the content is outdated, it would definitely not rank. On the other hand, if you are creating a seo content, you can attract organic traffic consistently even after a long time.
- Lowers the bounce rate: Since this type of content is Informative, relevant, and timeless, it hooks the reader to your website. This indicates that your content is valuable, telling the search engine that it fulfilled the user’s search request.
- Generates more leads: More traffic means greater leads. When you start generating more traffic, you gain an opportunity for business. Thus, evergreen content gives a steady stream of incoming traffic that is a great way to fuel business growth in the longer run.
- Lessens the work: It adds long-term value, unlike seasonal or time-sensitive content. So you don’t have to regularly change or update the content which saves time and reduces the need for other resource investment.
The perfect formula to create Evergreen content.
Knowing the importance of evergreen content, now let’s look into the tips that can help your content to remain relevant for years to come:
Generate content aimed at your audience.
One thing to keep in mind is that the main purpose of evergreen content is to cater to readers’ requirements and that too for a longer-term. You may feel the need to depict your expertise, and that is a good thing. But even if you do so, cater to the beginners too. Bear in mind that evergreen content needs to accommodate the queries of a large and recurring audience.
So look into the following, to generate content for your audience:
- Create the content your audience can’t find elsewhere.
- Avoid overly-technical language so that beginners can also benefit from it
- Try to incorporate personalized, informative and engaging content
- Update your date and check on your links
- Make sure your content always targets your audience’s search intent
Choose topics that have eternal value
Evergreen topics hold consistent interest and search volume for a long time. So, topics pertaining to careers, finance, family, health, fashion, food, etc. work well for evergreen content as they cater to everyday needs rather than current news or events.
It is better to keep asking yourself if the topic that you choose will still be important a year from now. Also, decide the format of your topic. For example, if your topic is “digital marketing tips”, you can go for listicle or a guide rather than an infographic.
Some ways to find evergreen topics include:
- Choose a topic according to your audience’s interest
- Avoid topics related to one-time events and technological developments, or topics pertaining to a certain year, etc.
- Any news and trends in your industry shouldn’t be included
- You should answer frequently asked questions of your customers
- The topic should revolve around telling newbies about your business or industry
- Come up with topics that can be turned into comprehensive guides or tutorials. Think broad and then narrow down into more precise topics.
Align your content with your brand’s voice
It’s definitely important to go for topics that are relevant to your business. For example, if you sell furniture, relevant evergreen topics can include “how to keep your room organized” or “popular types of chairs to make your home stylish.”
Moreover, if you have a specific niche market, then you are even in a better position as there might be less content on the web about your topic. So you can easily write evergreen content offering value to your customers.
For aligning the content with your brand’s image, you need to:
- Write topics related to your niche
- Offer value to the customer
- Make sure your content represents your brand accurately
- Use real-life tips that the user can relate to in their everyday life
- Check your industry’s popular forums. This will give you know-how into the questions people ask again and again.
Let’s delve into the example of the evergreen post “Buying a New Computer“ by Kim Komando, which garnered a lot of backlinks along with showing up on the top spot of Google for a long time.
Find the right keywords
Once you have come up with a list of potential topic ideas, you cannot jump into creating evergreen content. You should perform keyword research to detect phrasing that can drive the most traffic to your pages. Keywords are the most vital component of your content because they are the linchpin between what customers are searching and what you are providing them to look into their search query.
So it’s imperative to do a thorough keyword search as even the most lasting evergreen piece isn’t worth it if nobody is looking for that topic or if it is not linked to your business.
So for keywords, you need to:
- Build content centered on keywords that a particular segment of your target audience/customers generally seek
- Use resources like Google Keyword Tool to identify topics and hence the keywords that are being constantly searched and appeal to your market.
- Use long-tail keywords. As per learning Centre, Long-tail keyword searches have 3-5 % higher click-through rates than generic searches
- Use the keyword naturally throughout your evergreen content.
- Create an SEO friendly URL that contains the keyword
- Look for “People Also Ask” featured snippets on the Google Search Results Page. This will enable you to find questions that potential customers are asking about your topic.
Look at this example for keywords like “the importance of physical activity”. Topics like these will never go out of date because people will always care about good health.
Use relevant visuals
In the realm of marketing, a hefty amount of information and good writing is needed to draw attention. And for this purpose, the visual element is highly important.
It’s an accepted fact that visual content is shared more frequently. It gets users engaged along with carrying a longer shelf life than text content.
Visuals include infographics, screenshots, videos, humorous comics, etc. Their purpose is to keep readers interested in your content. They are a great way to help you stand out from your competitors. According to the Content Marketing Institute, content with visuals grabs 94% more views than content that doesn’t have any images.
Make sure your visually captivating content has the following attributes:
- A visually evocative cover image
- Screenshots depicting real-life examples and best practices
- Infographics with general information rather than dates or latest trends. The content should be feasible for a longer period.
- Graphics, illustrations, pictures, diagrams, etc. to explain ideas and concepts
- Embedded videos to clarify complex topics visually
- GIFs, memes, reaction images, etc. where appropriate (should be in line with humor without offending the audience)
The following infographic is the best example of using visual for evergreen content:
Gear up to stay relevant forever
Evergreen content might seem difficult to create, but the benefits that it offers in terms of feasibility and SEO cannot be overlooked.
Your customers are out there looking for answers, so be the one who looks into their concerns with content that adds value to your brand today, tomorrow and in the future.
These tips are sure shot ways to enable you to sustain like the leaves of the evergreen trees, giving the warmth and support to the readers for a long time to come. Use them, and your content will never go stale or get outdated. So keep that aroma in your content alive and reap the benefits for years after its creation.
Do you also have some evergreen ideas that you have created earlier, which are enjoying a long-lasting position? Share those with us too!