And how can you put it to good use?
Creating engaging content isn’t as easy as churning out a few articles and uploading them into the worldwide abyss of the internet. Great content is content that gets your business noticed, and creating this time and time again is no easy task.
Evergreen content is the name used to describe the best of the best; content that consistently drives shares, traffic and backlinks to your business’s website. Needless to say, it’s key to any content strategy.
But what defines evergreen content, and what do you need to do to create content that stands the test of time?
What is evergreen content?
Evergreen trees are known for keeping their leaves all year round. In a similar way, evergreen content stays relevant long past its publication date. Unlike most content, which tends to be relevant for a short period of time before declining, evergreen content is read and shared consistently over time, generating a steady stream of backlinks, social shares and traffic.
Evergreen posts stand out in your Google analytics or site traffic statistics, constantly bringing visitors to your sites. They can also benefit your SEO by gaining links over time, which means search engines will be more confident in your site.
Investing in evergreen content means planning in the long term. It may require more effort and even spending initially, but the rewards will be long standing.
Some common examples of evergreen content include:
- Educational or informative posts, tackling a subject that relates to your business. For example, if you’re a content marketing agency you might have a longer blog post titled “What Is Content Marketing?” which constantly attracts visitors.
- Practical posts, which basically means sharing skills and secrets that your followers really want to know, such as how to master public speaking.
- Research posts, involving statistics and data which you’ve either carried out yourself or gathered together.
- Posts that provide answers. This is content which addresses one or several of your business’s Frequently Asked Questions. A good example of these would be the FAQ articles often featured on the World Health Organisation website, which explain various conditions.
- Lists and resources, such as long lists of statistics surrounding an aspect of your industry. These will likely be referenced by competitors when creating their own content.
In general, evergreen content tends to be on the longer side. Think 1000+ words rather than 400-500. This gives you more room for key phrases and internal/external links as well as useful information. Certain topics lend themselves more readily to evergreen content, such as love, health, parenting and career advice.
How can you create content that lasts?
Choosing the right topic and format will only get you so far when it comes to evergreen content. Mostly, it’s about taking the time to craft a piece of content which feels distinctly high-quality, drawing readers in with eye-catching visuals and subheadings, then inviting them to stay longer with engaging, interesting written content.
If you’re writing an informative piece, aim to be the definitive source. This means writing long-form content which is both authoritative and comprehensive, tackling a subject from a confident and widely-researched standpoint.
However, never assume that your reader is an expert. Instead, write for beginners and never assume too much knowledge. This will help make your content feel more accessible.
In short, evergreen content should pique your customers’ interest and mollify their concerns. As CEO of TopRank Online Marketing, Lee Odden, says: “Be the best answer to your customers’ questions.”