When it comes to marketing a website, online store, or business, content marketing is one of the most effective strategies out there. When you can provide your audience with content of value, you can engage them much better. Unfortunately, the value of content doesn’t always stay consistent, with some topics becoming obsolete as time goes on.
Some topics will never stay timely, especially if you’re talking about recent events or promoting new products. However, there are types of content that will still attract views and engagement even years after you publish it: evergreen content. This content can be invaluable in attracting traffic and meeting the needs of your potential customers.
When you’re ready to step up your content game, here are some tips on how to create your own evergreen content.
Choose Your Topics Carefully
Before you even start to create content, you need to generate suitable topics. That promotion or review might be great for a short time, but it loses its value once a sale finishes or a product becomes obsolete. Instead, you want a topic that will always be relevant to your readers. For example, if you sell furniture, having content about how to purchase furniture will always be relevant.
You can also create evergreen content by writing about citable topics. If you have original ideas and statistics you can present, do so. Your readers will be able to turn to you as a source of new information when they need it. To help find topic ideas, don’t hesitate to look at other popular articles on topics to see what you should cover – or what gaps you can fill.
Understand Sustainable and Timeless Evergreen Content
Ideally evergreen content will always be relevant, but there are two types condiser. Timeless evergreen content will always be pertinent, no matter what changes happen over time. Sustainable evergreen content can always be pertinent – if you put in the work. As information about a process or product changes, you can keep your content relevant by updating it accordingly.
Both timeless and sustainable evergreen content can benefit you; they just require staying aware of what type of content you have when you create it. Knowing that you may need to change sustainable content in the future can help you stay alert for when those updates need to happen. The more timely you are at changing your content, the more reliable you’ll be for your readers.
Research In-Demand Keywords
Since the goal of evergreen content is to always attract readers to your website or blog, you want to ensure that people want to read that content. Keyword research is the best way to identify that interest. Google Trends and other tools allow you to see what keywords are gaining traction.
While doing keyword research is important to creating even short-term content, evergreen content especially needs this traction to bring in results. You’ll want to identify keywords that are growing in interest. However, with so many other businesses working on their content game, you’ll likely find that many other websites have already covered a topic. Find less popular variations on keywords to target or work on approaching the topic from a different angle.
Optimize for SEO
Since your evergreen articles are going to stay relevant, you don’t want to skimp on your search engine optimization. After all, without a decent social media rank, even the most evergreen of content won’t receive any views. Just like any other piece of content you design, follow SEO best practices. If you’re creating related batches of evergreen content, you can link your articles together to improve your rankings as well.
Choose Appropriate Visuals
Images are a powerful tool in creating appealing and engaging content for your audience, and you’ll want to include at least one in your evergreen content. Having even a single image to serve as a representative header can draw a reader into a page, plus it will give you a visual to pair with any social media posts you create.
Aside from still images and icons, infographics can help present your ideas in a convenient form for your readers. How-to articles, an effective form of evergreen content, are prime ground for incorporating photos as you show off visuals to accompany the steps. Depending on your budget and skills, you may be able to create your own graphics or take your own photos. There are also numerous stock photography and icon services that can give you free access to images for content use.
Don’t Be Afraid to Be Creative
Ongoing relevance may be the key to evergreen content, but that’s not all it takes to engage your audience. Creative content that puts a new twist on an old idea can help you take advantage of social media; people are much more likely to share an article or video if they find it enjoyable. And if your content is creative enough to be memorable, then people will return to it even if it’s older.
Many companies decide to push the envelope a bit and take on casual, comedic, and other tones to draw in their audiences. Just how far you can go will depend on your brand, but it can be worthwhile to try something outside the norm.
Keep Your Content Visible
Choosing relevant keywords and staying up on your SEO are just some of the ways that you can keep your content in front of your audience. One other place to pay attention is your blog. Even when you create evergreen topics, you’ll still want new articles to keep your audience interested. Instead of letting your evergreen articles become buried in the recesses of your archives, you can create a “top posts” section to gather the content in one place.
Social media is another place to keep your content visible. Re-sharing articles can help gain an extra boost. If the content isn’t time-sensitive, you can cut out the date stamp, too. Don’t forget about linking to your content in the new pieces you post.
The importance of evergreen content is here to stay, and you want to take advantage of it. You don’t need every piece of content you create to be evergreen, but having some will boost your content marketing strategy. Following these tips can help you create top-notch content that will appeal to your readers for years to come.