Whether you’re an experienced content creator or just getting started on your business’ digital marketing strategy, you’ve probably heard the term evergreen content floating around.
Evergreen content, like evergreen trees that retain their leaves year-round, continues to remain relevant long after it’s published. This type of content is an important strategy that drives organic traffic.
To get seen on search engines, you need to create interesting and captivating content that will be there in a searcher’s time of need.
This article will explain the benefits of evergreen content, as well as tips on how you can implement this type of content into your marketing strategy.
Benefits of Evergreen Content
There are 3 main benefits to evergreen content: 1) higher search engine rankings, 2) an increase in organic traffic, and 3) continuous opportunity to generate leads.
Evergreen content is like a gift that keeps on giving. Taking the time to create a high-quality post that’s optimised can help you rank higher on search engines. Evergreen content has no timestamp, so search engines will continue to view the content as relevant and valuable.
The more people search for those keywords, the more likely you are to make your way to the top of the SERPs. Of course, the higher you rank, the more traffic you will drive to your website. No matter what date it was published, search engines will continue to crawl the page and deem it as valuable.
Because of its value, evergreen content is more likely to be shared across social media platforms or as a great resource from other blogs and websites.
With higher rankings and more website traffic comes more opportunities to generate quality leads, which can increase your sales. Leads from this type of content are more valuable because the user searched with intent. You were there in their time of need, so the opportunity to close the sale becomes more likely.
Types of Evergreen Content
Several types of content are considered evergreen, some of which you may already have on your blog. These pieces include:
- How-to guides and tutorials
- Actionable Tips
- Case Studies
- Resources and Tools
- Everything you need to know about a niche
As long as your piece includes timeless, valuable information for readers, it is probably considered evergreen.
Below are some great examples of evergreen content.
ShareAble for Hires hiring process checklist is a great example of list content and infographic content, providing a useful checklist to small business employers.
Hausera, an online kitchen and bathroom faucet supplier, created a post about easy home upgrades that make parenting easier. This not only appeals to their target niche of home improvement, but it also appeals to a wider audience, such as new parents.
In this example, we see how SmartMove created a list of tips for landlords, which is extremely valuable to their audience and a timeless topic with great search volume.
How to Start Creating Evergreen Content
Now that we’ve grasped the concept of evergreen content, it’s time to create it. One strategy for producing evergreen content is to look at what kinds of questions your audience is searching for. From there you can start creating content that can provide your audience with the answers they’re looking for.
Your topics should always be niche related and relevant to your audience. Try narrowing down your topics to target long-tail keywords that have a high-search volume over time. If the topic is too broad, it may be difficult to rank in the search engines.
There are so many different versions of the same type of content online, so it’s up to you to make yours one that is unique and could stand out from competitors. Researching your competitors is also another great strategy for developing evergreen content, or any type of content for that matter.
There’s no harm in gathering inspiration from others. This allows you to understand what type of content your audience likes and engages with the most.
Whatever type of content you create, make sure it is high-quality, useful to your readers and has no time-sensitive components.
To maximize your chances of getting more eyes on your content, it’s important to keep putting in work to do so. Build links, share your content on social media and refresh your content with new relevant keywords every so often.
Track your content’s rankings to see what keywords it’s ranking for and what keywords your audience is searching for around the topic. This will help you determine if any adjustments need to be made in order for your piece to uphold its evergreen status.
Incorporating evergreen content into your marketing strategy provides lasting results for years to come. Without doubt it should be an essential part of any ongoing website strategy as the evergreen nature of it stands the test of time. Evergreen content drives steady, consistent traffic from interested parties who are most likely to be your target audience. Produce high-quality content that your readers and search engines will love, and watch your rankings and traffic continue to grow. Once you have them on your site it is so much easier to turn them into customers.