Why Evergreen Content Should be Part of Your Content Strategy /
Evergreen content, named after evergreen trees which keep their leaves all year round, is similar in that the content remains ‘fresh’ year after year. Evergreen content has a timeless subject matter, with no real expiration date, and can be repurposed (especially useful if you’re a rather busy business owner!).
SO WHY USE EVERGREEN CONTENT?
Because evergreen content remains relevant over a long period of time, it can help continually drive traffic to your website, where potential customers can become more aware of your brand and increase your sales.
Evergreen content also seems to rank higher in search engines, which is also good news for your website traffic. Your content can bring you a steady stream of views without the need for additional effort once the content is created and published.
SOME EXAMPLES OF EVERGREEN CONTENT…
How-to guides are a premier example of evergreen content, as a well written how-to guide will usually contain accurate information for the foreseeable future.
Frequently Asked Questions (FAQs) are another form of evergreen content which you can use to provide viewers with practical information.
Case studies are a great way to show case your successes, by sharing positive experiences real people have had with your brand – and there’s no expiry date!
Posting a glossary or ‘everything you need to know’ post can encourage viewers to bookmark or return to the content for reference.
The most challenging part of creating evergreen content is ensuring it is original. The most popular and sought-after content within your industry may already have been covered hundreds of times. To make your content more valuable and appear higher up in searches, you should try to add your own unique spin on content you create, and also avoid overly technical language if you’re targeting a large audience!
EVERGREEN VS TOPICAL CONTENT
Unlike evergreen content, topical content is more relevant at the time it is published. For example, you might reflect on recent new stories, or share statistics about current trends within your industry. Typically, the content will have a high number of views initially and then taper off.
You might think what’s the point in including topical content if evergreen content lasts longer. However, by incorporating both types into your content strategy, you can make the most of the lasting evergreen content, while benefitting from the ‘spike’ of views that topical content aims to produce. Topical content can also make for some really useful and engaging content for your viewers!
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