It’s funny. I am staring at a couple of beautiful evergreen trees as I write this blog post about the value of evergreen content. What better blogging inspiration could I possibly hope for?
These trees stand the test of time. They are there, unchanging, all year - reliable, relevant, powerful.
Probably the best definition of evergreen content there is.
I have worked with evergreen content for years. That just comes with the job of editing a monthly magazine.
However, I remember one time, shortly after joining the magazine as a staff writer, that I came away from an interview with (apologies if this sounds cheesy) a scoop.
A bonafide, genuine newsy scoop.
I rushed back to the office, flushed with excitement. I was almost buzzing with a ‘look at me I’m a proper journalist with breaking news’ vibe. It was only whilst telling my editor what I had discovered that I realised this news didn’t matter.
It was irrelevant.
We were three weeks away from publication. With the best will in the world, my scoop was going to be old news by the time my magazine came out. I felt crushed but, looking back, I learnt something so important. You see, back in that office on that grey day in London, my editor said two simple words to me.
This is the crux of evergreen content - it adds value to news. It lives beyond the now and offers timeless, relevant and interesting information to readers.
I was working for a monthly magazine back then. Now I create content for my business blog and try to produce evergreen posts that hold their value for months, if not longer. I believe that if you run a business blog like me you should be producing a steady stream of content that will hold its relevancy for the long-term.
Well, because there is no content more valuable than evergreen content. No content will work harder and no content will be able to boost your business more.
The Benefits Of Evergreen Content
Still unconvinced? Still feel that your content has to always be topical and new? Let me persuade you with these five key benefits of evergreen content:
- Traffic Driving - evergreen content needs to be as relevant today as it will be in the months to come. Readers will appreciate the fact that your post is no flash in the pan and can stay the distance. They will show this appreciation by linking to it and sharing it with others. This will occur for as long as your post is out there - driving a long and steady stream of traffic back to your website.
- Brand Establishing - there is nothing quite like a piece of evergreen content to make people more aware of your brand. The high quality and timeless aspect of this content is of great value to your readers - thereby establishing you as an expert in your field.
- SEO Boosting - evergreen content has a significantly higher SEO value than its more newsy relation.
- Relationship Building - using another brand’s research in your evergreen content or including a quotation from someone in your market will, in turn, benefit that business or individual and help you to build strong industry relationships. The longer the content’s ‘shelf life’ the better.
- Work Diminishing - evergreen content is just so effective. Once written, it will be enjoyed by countless readers over time. As a result, you can repost or repurpose this content on a regular basis. This will help to lighten your blogging workload.
Your Evergreen Content Strategy
I hope that you are now convinced of the advantages of evergreen content (if not, I’d love to discuss this further with you!).
You may be wondering just how to implement an evergreen content strategy. Here are my top 10 tips:
- Evergreen content should always be aligned with your business goals. There is no point creating a piece of long-term content that is not relevant to your brand.
- Be prepared to spend more time on your evergreen content than on your more topical posts. This content tends to be longer, more niche and tends to delve deeper into a topic.
- You will need to conduct more research, look at more data and read what has already been written to make sure that you are providing content that is both needed and valued.
- Given the long life that you hope your evergreen content will have, you need to make sure that it is of the highest quality.
- Your evergreen content should be about something that you want to become known for.
- Aim to produce something that is so valuable to your readers that they save and refer back to it again and again.
- You also want your content to work for you - ideally driving traffic back to your website. As a result, use your SEO keywords and phrases in these posts.
- It is important to keep track of the content that your produce. You may have to step in and make amendments over time to give your content a life-enhancing boost.
- Avoid any topical or seasonal references.
- Do not include any comments on recent news or developments in your industry. Keep time sensitive and time neutral.
Types Of Evergreen Content
So what types of evergreen content could you consider?
Here are just a selection of examples:
How to guides
Definitive resource guides
Lists of key tools
Curation of key industry content
The story of your business and how you started
I thought it might also be helpful to include those topics to avoid when creating an evergreen content strategy:
Data and statistics
New product reviews
Meanwhile, evergreen content does not just have to consist of written blog posts. You can (and should) use other types of content too.
For example, you could collate a series of posts into a training guide eBook. Alternatively, you could produce a video, an infographic, an image or a slideshare presentation.
The most successful evergreen content strategies will use a variety of content types.
Promoting Evergreen Content
This is the fun part.
Evergreen content works best when you promote it effectively. This is when it starts to drive traffic back to your website. This is when it helps to establish you and your brand. This is when it allows you a break in your punishing blogging schedule.
Don’t let your evergreen blog post get lost in your blog archive. You are not doing it any justice if you simply publish and walk away. You need to get creative!
Here is my checklist for evergreen content promotion:
- Make sure your that blog has visible social sharing buttons. Include Pinterest in this so that your readers can save your content to a board and refer to it later.
- Ensure that your evergreen content is appealing for social media sharing - include visuals both to entice your reader and enhance their reading experience.
- Link to your evergreen content from your website pages and your other blog posts.
- Include a call to action button on your website that links to your content.
- Repurpose your evergreen content. For example, cut and paste it into a new blog or use it in a magazine or newsletter. (It is a good idea to include the fact that the content has been published before.)
- Create presentations out of your content and share them at industry events, seminars, webinars and via your social media networks.
- Use social media automation tools such as Buffer, Hootsuite and Edgar to schedule a series of links to your content.
Thank you for reading. I hope that this post helps you to create an effective evergreen content strategy.
How do you use evergreen content in your business blog? Feel free to let me know in the comments section below.
Take care, Jane x