Content marketing has become the most important aspect of any company’s marketing strategy which implies a lot dedication, research, and time. It is not a secret that through publishing relevant content companies can improve the traffic to their websites, subscriptions to their mailing list, shares on social platforms, and their profits among other things. Due to the fast changing nature of today’s digital world, a huge amount of content is constantly moving on trying to attract readers and fulfill their demands. But some content only manages to catch reader’s attention for a brief period of time or not at all. However, there is a kind of content that is not disposable and we call it evergreen. Using evergreen content to increase your traffic has many advantages that I want to share with you.
Evergreen content can catch the attention of visitors for longer (even for years) than the usual and regularly published content. The main secret of this kind of content is to be useful, important and valid. As you can see, it is not necessarily trendy, on the spot or quick to share.
Due to its sustainability, you can use evergreen content to establish the fundamentals of your content strategy and of course to start growing your database of clients and businesses.
“Evergreen content”? What does it mean?
Evergreen trees do not lose their leaves or whither according to season. They remain green throughout the year.
In the context of online marketing the term was borrowed to refer to the type of content which does not depend on trends of the moment and contains instructional or resourceful material that never get outdated and can be used again and again.
In fewer words, Evergreen content can be described as: “non perishable”.
Why is Evergreen Content so needed nowadays?
For the developing of any company’s content market strategy both types of contents are necessary: news type, content of current trends and evergreen content; but the last one is primordial because it allows a brand/company to grow for a long term.
Evergreen content can help your brand/company in the following aspects:
Generate more leads
This kind of content that is relevant and instructive will improve the reputation and reliability of your company/brand.
By publishing evergreen your brand will show to your target audience that you are perfectly aware of their demands and you have the necessary competence to offer them a good solution.
When your readers go through your content, they will consider your brand as trustworthy and thus they will feel more comfortable at the moment of doing business with you.
If you are capable of creating recognized evergreen content that focuses on key issues of your area and can solve them, then your brand/company will start to be considered as a leading firm in your industry.
Undoubtedly, this will catch the attention of bloggers and writers who will be willing to share your content and links generating more online traffic towards your web page. Also, this can bring positive effects on the offline world by receiving invitations to participate and speak at specialized conferences or seminars.
Improving your SEO
Google’s algorithms have been specially designed to detect and reward evergreen content which is truly relevant to users.
So to obtain the maximum benefit of your evergreen content´s SEO potential you have to be sure of doing the proper keyword research and adapting the content for using your target keywords.
On the contrary of actual trending news or articles, evergreen content can generate shares on social platforms for a long period of time after its publication. It will never lose its importance, so do not doubt to consider it as a key element of your long-term content marketing strategy.
Once you have learned what exactly Evergreen content is and its main features and benefits, it is important to realize that writing this kind of content is not as easy as it sounds.
To write articles that will not go to the “outdated information” trash bin, it is important to consider the following aspects:
Evergreen content’s main target is beginners
The main reason evergreen content should mainly aim at beginners is because most of the people looking for some kind of information know nothing about it and need to address that situation.
Most of the online visitors who check and go through your articles came there because the titles caught them or because of keywords present in your text. Hence, it is important to write your posts in the beginning with an introduction of the topic and short explanations of the main terms.
Once you do this, continue to the more complex and deeper content, thus in this way all readers will have a good user experience while they acquire/learn the new and desired information that they were looking for.
Topics have to be well-defined
Some writers and bloggers have the wrong idea of trying to write evergreen content to the general public with the purpose of reaching a wider audience, but this is quite incorrect. Even when people are searching in Google for a specific phrase, for example, “How to be rich”, they will not choose articles with a topic that is too general.
Try to be more specific on the topics that you will write about by narrowing down as much as possible. Let´s see another example to give a clear picture about this.
Let´s suppose that you are blogging about tourism, you have a possible title in mind: Top 20 cities to stay. This is indeed a general title without any kind of chance to be considered as evergreen. On the contrary, here are few other options that you can use as a reference to put it in different publications:
Top 20 cities to stay during your honeymoon
Top 20 cities to stay in Europe/Asia/America
Top 20 cities to stay before you get married
Top 20 cities to stay for vegetarians
And so on. This small but essential detail will be decisive and beneficial further ahead.
Show authority on the area
When writing evergreen content you have to keep in mind that one of the most relevant aspects to consider is being perceived as a reference.
This is not about writing funny or nice topics for the general public. It is about showing your expertise and authority on issues related with your industry.
To achieve this, avoid posting articles with speculations, by using statistical data to support your argument. The best way to do this is to contrast current numbers with prior data to establish a tendency and attempt to predict the future.
By doing this you will be definitely making your post more attractive for some years more and thus it can be considered as evergreen content by the people that make reference to it and share it.
Another key aspect to consider when you are writing evergreen content is the format that you are going to present it with. So try to use a standard format agreeable to the majority of the audience that will be reading your content.
But do not feel limited to the topic you are going to address, remember that the attention span of online readers is pretty short, so do not doubt to include some infographics, images or videos to help catch and keep their attention. Here are some content formats which can generate engagement and catch attention: Top lists, Reviews (of popular products), Informative articles and short tutorials.
Keep your content updated
Even if your evergreen content has the feature of having been read many times, you should check it too. Instead of burying it with unimportant posts with no popularity, try to assign it a special and deserved place in your website.
Also, you can recommend these posts in the most recent articles by including references. That way, you can remind readers about other relevant posts that you have available in your website which are worth to check out.
Moreover, try to always make reference at least to one evergreen article when you recommend similar posts to the one your readers are actually reading on your site.
Inspire readers to take action
One of the main reasons why people like to read blogs a lot is because they can learn new and useful things. In fact, if you make a quick search on the web for the most popular posts, you will notice a great amount of “How to” titles.
The reason is those titles inspire readers to take action and make the reader feel as if he/she is ready to make a big change soon after reading the post.
However, if you do not want articles with this kind of articles to lose their relevance in the immediate future, as I mentioned in the previous tip, you have to keep them updated making references about them in related articles.
Re-adapting the content
Reminding your social network followers about your best evergreen posts in certain moments is important, no matter if some members of your audience have already read them.
After all, one of the biggest features of this kind of content is that it is always valid, and it is important that people who heard about you only recently can read your best work and influence others to do the same and share it with their contacts.
You have to do this in an organized way though, so develop a monthly schedule for just a few evergreen posts on your social media platforms, so you’re able to keep luring a new audience towards them.
And of course, always answer to your community’s comments and invite them to share their opinions too.
Never ending social sharing
A marvelous thing about evergreen content is the way it allows creating a recurring cycle for social sharing.
In social media, content that is several months old or even years, can still elicit a surprisingly prolific response from your audience, provided it still offers value.
This kind of scenario will help you greatly to maintain your content alive as long as possible while it’s still generating social shares, traffic, links, new subscribers or followers and leads towards your website.
Therefore, it is crucial to use social buttons as a “secondary call to action” of your content placing them in locations where they can be clearly visible to your visitors (the best-recommended places are above the fold and at the end of content).
Also, try always to use very good and catchy titles, and other means to generate more and new traffic from other sites to link to them. Remember, the more new visitors your web page can get, the more social shares it can generate.
Evergreen content produces sustained traffic
Another excellent feature of evergreen content is its capacity to generate constant traffic from different sources (especially from search rankings, social shares, and natural links).
To achieve these positive effects, here are some useful tips:
- Optimize the content for its targeted keywords by building internal links to it and obtaining links that will generate traffic such as from relevant discussions from recognized pages that get daily traffic. By doing this, your website’s search ranking will improve dramatically.
- Update your content constantly with the purpose of ensuring that possible new visitors enjoy it. This will increase greatly the chances of it being shared.
- Share your previous published content using a schedule to occasionally send it to the recent followers who haven’t gotten the chance to read it yet.
By publishing evergreen content you will constantly drive traffic towards your site and at the same time, it will demonstrate your expertise in the area. Additionally to all those benefits, your site will more attractive to more potential customers.
In fact, evergreen content can be considered as an excellent element to influence and stimulate your client´s decision process to complete conversions.
Hence, it is important to take into consideration the following aspects:
- Improve your web page loading speed. To check this, you can use online tools like GTMetrix or Pingdom to monitor your page’s performance in terms of loading speed and the sections that require adjustments to improve the loading time.
- Make sure to include a convincing call to action just after the content with the purpose of attracting and producing leads.
- Put internal links to other useful and recognized websites to improve user’s experience, your brand´s retention, and guide your visitors to complete their conversion process.
- Analyze and identify which keywords are the most used to send visitors by using Google Analytics. After analyzing the data, optimize and adapt your content to those keywords to generate more traffic and of course, more conversions.
What is NOT Evergreen Content
Perhaps you may be thinking, “So as all online content never really disappears, then it can be evergreen material too”. When we mention the term “evergreen” we’re talking about content which can be considered relevant during a long period of time after its original publication.
In order to put things straight about what kind of content can be considered “evergreen”, we are going to check what kind of writing is NOT precisely evergreen:
- Reports about a specific season or holiday
- Articles about pop culture newness or current trends
- Notes about the latest fashion and clothing trends
- News articles
- Statistics or numerical dossiers
- Elections advances/reports
Remember that Evergreen content does not have an immediate expiration date, on the contrary, it is supposed to preserve its value for a long term.
Any kind of content which will become obsolete or considered as off-topic in the following months will relate to keywords which will be buried in the Google graveyard, where no monument of their former glory will ever be erected.
Just in case I am going to show you some examples of online content that can generally be written in an evergreen fashion:
- Top tips
- Products Reviews
- “How To” tutorials
- Dictionary-like entries
It is important to notice that whatever type of content you choose to write it won’t become evergreen automatically, I mention this examples to you because their are ideally suited to be written that way.
In the case of videos, they are quite effective when you explain (step by step) how to do something, but if perchance, videos are not available, take into account to use some visual materials (illustrations, diagrams, photos, infographics, etc.) to reinforce your content.
Making this kind of content the main pillar of your marketing strategy will definitely improve and facilitate enormously your brand/company´s sales and revenues.
Moreover, maybe one of the most attractive things about evergreen content is that even if the content failed to catch attention and generate a big amount of traffic/links on its initial launch, it will be perfectly possible for it to stay alive and after a little time attract potential customers because it is evergreen.
Remember that the ultimate and real test for evergreen content is time. So the more durable it is, the bigger the expansion of your brand and the better its reputation.