Evergreen Content & Your Business
Evergreen content is a key component to a successful digital marketing strategy for your business. This type of content incorporates ideas and techniques to develop long-lasting and sustainable strong content. This encourages readers to come back to the information again and again. It is content that will always be relevant and worth the read.
Think of Wikipedia and WebMD. We all go back to their sites for information when we need it. Their editors update the information regularly, enticing users to consistently look to their sites for answers.
Common Evergreen Formats
- Tips & Techniques
- How To’s
- Instructional Videos
- Product Reviews
- FAQs
Using these formats does not automatically mean your content will be considered evergreen. However, these formats lend nicely to evergreen content on the internet. Videos are especially juicy when you are looking to share how to do something like how to fold a fitted bed sheet or how to teach your baby to sign “more.” If videos are difficult or just plain out of the question, consider putting together a photo montage to guide readers through the step-by-step process.
Consider New Outlooks on Topics
Finding evergreen content subjects that relate to your business and your readers is important. If you sell spray tanning solutions then a good topic may be “how to make a home spray tan booth for less than $500.” If you are looking at generating leads for your car shipping company an article on “benefits of open vs enclosed car shipping” or a video about “the step-by-step loading process.”
But what if the subjects you are considering have already been documented to exhaustion? That’s when you take a different angle, go into more detail, or even add some humor to your piece to make it engaging and unique.
Front and Center
Keep your evergreen content front and center for readers. If you plan to post your evergreen content to your blog, it is important that readers can find it easily. You don’t want this valuable information buried within blog posts. Consider organizing your blog so that readers can easily access the content using simple filters, “Favorite Posts” or “Get Started” are a few options you can use.
Your evergreen content does not have to be dated. By dating it, you are in essence deeming it “old.”
Valuable Marketing Strategy
Evergreen content is a valuable content marketing strategy for your business and can be even more powerful when combined with an expert SEO strategy. Searching for keywords you would like your website to rank for and consider writing pieces that include those target keywords or even long tail keywords that are not as competitive.
Follow a few basic SEO techniques with your evergreen content to increase conversions. These can include on-page keyword optimization, making use of images’ alt text, and the use of social share buttons. Overall, your content can generate increased traffic to your site, therefore, you want your content to be search-friendly and engaging. You want to entice readers to share your article with friends and family on social media outlets.
The value of evergreen content is that it has the potential to continue to drive traffic to your site for a lifetime. True evergreen content lasts many months and even years into the future. Create a mix of topic articles, evergreen, and newsworthy content to keep your business at the forefront.
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