With brands making increased efforts to grow their online audience, there’s been a boom in content. Though there are many ways for brands to approach content creation, evergreen content is the most essential to create. Why? Because evergreen topics form the backbone of your content marketing strategy. Evergreen topics like business, health, parenting, etc. will always attract interest. As a result, content centered around these popular evergreen topics will remain relevant, driving traffic to your website for years to come.
Read on to learn all about evergreen content and how it can help you grow your brand online.
What is evergreen content?
Evergreen is a reference to evergreen trees, which are known for staying green throughout the year and not shedding leaves seasonally. Much like evergreen trees, this type of content remains ‘green’ and does not become irrelevant or ‘expire’ with time. While online content is sustainable and does not disappear if left on a website, it often loses its relevance. For instance, content that focuses on a piece of news or time-specific information is temporal, not evergreen.
What makes content evergreen?
Evergreen content addresses basic issues and questions that are bound to attract a readership. Hence, they drive organic traffic consistently over a long period of time. It is also important to find a niche and address it rather than having extremely broad and vague subjects. To have an effective content strategy for your brand, you will need to find evergreen topics to create content for.
Examples of evergreen content:
- How-to: How-to articles or tutorials answer questions or address topics people want to learn about. Hence, they continue to find a readership and remain relevant with time.
- Reviews: While the subject of a review may become less relevant, people still want to read opinions and comparisons on products and experiences. Reviews provide this, hence remain evergreen over time.
- Reports: Reports are another great example as they provide useful facts, observations, and statistics to the reader. They document and present this information in a digestible way to the audience.
Examples of temporal content:
- News and current affairs: No one wants to read old news. Articles and blog posts written about trending topics will lose eyeballs as soon as the next story hits the news cycle. Hence, such content goes out of date quickly.
- Events: Content based on a particular event like the Olympics, Oscars or elections have a short shelf-life, usually spanning up until a few hours after the event’s conclusion.
- Trends: Creating content based on a specific trend like ‘summer fashion in 2021’ will become irrelevant in months. While trends may come around again, the chances of your content remaining relevant is low. However, you can update old content with new information, which will keep it relevant even past the post’s initial expiration date.
How do I create evergreen content?
Creating this type of content should be a core part of your brand’s content creation strategy. So now you understand what evergreen content is, and why it is important, but how do you actually create it?
1. Find evergreen topics:
Identify evergreen topics that relate to your brand. This can be done using online tools that will tell you the search volume of a particular topic. Also, check for trends to make sure that interest in the topic has sustained over time and will continue. Make sure the interest in your topic is not declining or seasonal, and that it has a high search volume.
2. Narrow down your topic:
Be sure to narrow down your topic so it isn’t too generic. Evergreen topics have a specific point they aim to convey clearly to their audience. If your topics are too broad, they can end up being too long and cause readers to lose interest.
3. Use language your target audience will understand:
It is important for you to keep your target audience in mind while creating evergreen content. If writing for beginners, avoid using overly technical language. If writing for experts, you may not need to explain basic facts that are already understood by your reader. Remember: evergreen content aims to reach a large audience, which makes it important to understand your audience before writing.
4. Search engine optimization and inter-linking:
Search engine optimization (SEO) will help rank your evergreen content higher on search engines. Hence, good SEO will attract more traffic and readers to your content. To do this, identify keywords for your content from your topics and use these keywords throughout. Also, remember to add links to other content you feel is related. This keeps readers on your site, makes your content more relevant, and improves SEO ranking.
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