Evergreen content is the holy grail of content marketing. Producing content that is “timeless” is what online marketers dream of. Imagine Indiana Jones running through a tomb, but the secret to SEO ranking is in his hands rather than an ancient artifact. That’s evergreen content.
Evergreen content draws customer engagement month upon month. It brings organic traffic without the need for trending topics or constant posting. It is a strategy that stays relevant, and carries the same value as time passes.
(Image Source: Unsplash)
That is why evergreen content is one of the most effective strategies in digital marketing. It stays relevant for years, drives conversions, and attracts audiences to your site.
In this post, we will reveal the wonders of evergreen content. We will take your content from the low levels of Indiana Jones and the Kingdom of the Crystal Skull to the high levels of Raiders of the Lost Ark. So let's put on our khaki pants with signature fedora, and jump straight in.
Evergreen content doesn’t have an end date. It’s everlasting content crafted to be SEO friendly for all times. It is content relevant to your readers not only for today but also for the foreseeable future.
Evergreen content remains valuable to your visitors regardless of the year, season, or current trends.
Its name “evergreen” is associated with plants, meaning forever green, alive, and blooming. In the digital marketing world, evergreen topics relate to a high search volume, and are also sought after by many users.
This kind of content acts as a superpower for your SEO efforts. So, if you want tips on writing SEO friendly content, perfecting evergreen content is the perfect place to start.
Evergreen content is sustainable, and lasting. It's centered around issues igniting people’s interest for months or even years to come.
Evergreen content can be found in a multitude of texts. Its essential categories include tutorials, problem-solving, lists, examples, and checklists.
These formats are easy to follow, and easy to understand. They’re user-friendly, which makes them extremely valuable.
(Image Source: backlinko.com)
There will always be a healthy number of people searching for these topics, meaning it’s an easy way to generate ecommerce business, and organic traffic.
Evergreen posts draw consistent traffic month after month. In comparison, viral topics entice readers with short-lived spikes of engagement that eventually wear off.
Fleeting interests come, and go. Readers will engage with a topical post, and then it’s time to move on to the next. You don’t have to be a business growth strategist to understand that evergreen content is a beacon for engagement. Evergreen content is forever-significant.
When establishing a marketing strategy, evergreen content acts as a springboard for new content to build from. If you are an authority on your subject, viral topics will bring users to your site, but evergreen content will keep them.
(Image Source: delante.co)
Evergreen content optimizes your website to rank higher in google. Search engines will view you as an expert if your website has a consistent stream of evergreen topics in your particular field. And being an expert means you are more likely to rank on the first page.
It also draws organic traffic rather than paid traffic. As evergreen content focuses on topics with built-in interest, users are more likely to seek your content.
By creating valuable and insightful posts, people stay on your page resulting in lower bounce rates.
Refining, and crafting evergreen content shows your expertise. It sets you apart from your competition, and showcases your niche knowledge.
With that in mind, let’s look at these tips to help write your evergreen content.
When you’re creating evergreen content, it’s essential to keep your readers in mind. Research shows that 75% of users never scroll past the first search results page. Your goal is to generate content that is forever relevant to users, and relevant to your business.
If your company specializes in coffee, then center your posts around coffee. Don’t try to jump on the latest trends, which will lead to your brand losing credibility.
Imagine you offer the best small business phone system available. Writing content about specific software capabilities is only valuable for a short time. Once software capabilities are updated, your site engagement will dwindle as the topic has become out-of-date.
It is much better to focus on evergreen content such as “how to set up an efficient phone system,” as these topics never go out of style, and are always sought after.
It’s beneficial to think like a beginner when creating evergreen content.
There is always someone looking to learn more about your specialization topic. By including beginner guides and FAQs on your website, you can provide valuable resources to these new users.
Once you have gathered a list of content ideas, the next step is to find the right keywords.
These keywords ensure your posts appear in search results, and are optimized for SEO. Tools such as Ranktrackers Keyword Finder finds the best SEO keywords for your content.
(Image Source: firstpagesage.com)
Tools such as the above explore the metrics of your keywords, indicating if there is competition, and search interest in your topic. This allows a user app to determine how your content will rank with the keywords available. It’s about being noticed with valuable, and accessible content.
Researching relevant keywords ensures that competition isn’t dominating your chosen topic.
If competitors have posts on your desired keyword, and their engagement is high, it may be worth using another keyword. Surpassing their traffic takes time and money, so it makes sense to focus on another keyword that can dominate search results.
As we have touched on before, one of the quickest ways to make your content obsolete is to include a date. If the date is central to your content, then once that date has passed, your content has passed as well.
Avoid time-sensitive words such as yesterday, and today. These words will “date” your articles, and make them appear irrelevant to the reader. Talking about current affairs or topics that won’t be as important in the future will also affect user engagement.
Avoiding dates, and events in your evergreen content means you have less chance of being outdated. As your content stays relevant, you will remain current in your readers' eyes.
Updating your content is strategic as well as necessary. Even with the absence of dates, you still need to update statistics, and any new research findings. As your content goes on, so does technology. So to keep your content relevant, you need to include these changes.
Strategically speaking, you are creating a new publication date by updating your content. This gives your post an instant boost, along with optimizing your content for search intent.
As we all know, the focus of evergreen content is writing, but we shouldn’t forget the importance of format.
Several formats lend themselves well to evergreen content. Utilizing “what is” and “what are” questions can be done efficiently in evergreen posts. Beginners ask these questions, so your site can become a valuable resource for them.
If a user searches for online communication and your business specializes in remote collaboration tools, this is your chance to produce a well-informed post that can entice them.
(Image Source: backlinko.com)
How-to guides, lists, and frequently asked questions (FAQs) are excellent ways to gauge a user's attention. The need to learn new skills and concepts is never-ending, and an easy-to-follow format will perform well with user engagement.
Content promotion helps push search results for your content. If you publish your post without using all the necessary channels to your advantage, you risk losing it in the internet void.
It’s important to promote your evergreen content across all channels that your audiences use. If your article concerns crm systems and how to choose the right one for your business, you should target digital forums where customers are central.
Your content should be easy to find, and easy to follow.
Remember that you are writing for real people rather than a search engine. Evergreen content is designed to exist for a long time, so your brand's tone should remain consistent. You are writing for the past, present, and future. Your readers will pick up on this if your business communication is disharmonious between posts.
User-friendly content needs to be consistent with your marketing strategy. Break up text into sections so that it’s easy to follow. Keep paragraphs, and sentences short so your readers feel engaged. And most importantly, avoid jargon; you want to welcome new readers rather than push them away with uncertainty.
Evergreen content is one of the most effective marketing tools available. It’s timeless and provides a foundation for your website that supports your other content. It builds your audience organically, and links brand awareness through your audience's needs.
Viral marketing may bring users to your website, but evergreen content is what makes them stay. Providing readers with accessible and available expertise means audience engagement will be hard to dismiss.
Through your evergreen content, you can position yourself as an industry authority. Your audience will find your content valuable, and helpful, meaning they will return for the same level of service.
Grace Lau is the Director of Growth Content at Dialpad, an AI-powered cloud communication platform for better and easier team collaboration using the features of conference calling on Dialpad. She has over 10 years of experience in content writing and strategy. Currently, she is responsible for leading branded and editorial content strategies, partnering with SEO and Ops teams to build and nurture content. She has also written articles for sites such as Workpuls and SoGoSurvey. Here is her LinkedIn.