By Ryan Knighton
Evergreen is a word that you would normally associate with a tree or a flower when you are looking to spruce up your garden but don’t want the hassle of having a seasonal plant. But in marketing, it is the lifeblood of your content. Evergreen content means it isn’t restricted by time and it won’t suddenly be irrelevant leaving you with less content and the task of having to replace it. But what makes content stand the test of time and how do you know what will work? Whilst writing content that will be just as relevant when you write it as it will be years down the line sounds a bit daunting, it’s not an impossible feat.
When writing evergreen content, there are certain types of content that are more likely to have a prolonged life. This is because they can cover topics that will continue to provide value long after you’ve forgotten about it. Common content types can include:
These content types are all incredibly diverse and allow you to tailor to topic and audience very easily. They are easy to create, can include a lot of information and they are accessible to all kinds of users no matter their content type preference.
Most evergreen content is decided to entice beginners and help them get started after all everybody starts somewhere. No matter what industry you work in, there is always somebody looking to start in it which can often result in some research on how to do certain things, and enter your evergreen content! This is one of the primary reasons that tips, tricks and how-tos are successful content types to use because it matches what the people are searching for.
Nobody wants to read a load of useless content. And whilst it might not be entirely useless, having content that is too broad and doesn’t expand on key areas can be just as bad. Make sure you choose a topic and stick with it, go into as much detail as you can without going above or below what your target audience know. If you want to start talking about something else, write it down and use it for your next content piece instead!
Whilst evergreen content should be written to last a long time, that doesn’t mean you should completely forget about it. Make time to revisit every now and then and update it where you can, add new things and keep expanding on it. Not only does it make it more relevant for the users, but it makes it seem like better content for search engines since they like up-to-date content in their index.
Like any good blog, you will be posting content regularly which means your evergreen content can get buried pretty quickly. Even though it will be ranking pretty well (hopefully anyway), you want people to be able to find it on your website. A lot of people do this by linking to it often in future pieces. Some websites prefer to have an entirely different section on the website for evergreen content to be featured on such as a resources page or a ‘top blogs’ category. You will need to find something that works for you and your website, but the important thing to remember is don’t lose it!
It shouldn’t just be visible on your website though, evergreen content that is truly relevant for long periods of time, is also great social media content. Be proud of what you’ve written and publish it on your social media platforms, it not only means more people can find it but you are showing off your expertise and personality to your audiences.
Evergreen content is your site’s key to a solid content foundation. The more you create, the more you are going to be relevant for a long time to come. If you want to start writing your own evergreen content but aren’t sure on how or where to start, get in touch with our digital marketing team today.