Are you constantly putting in overtime creating content?
Wishing it could work overtime for you instead?
Well – we’re here to grant your wishes, with a sprinkle of Ziggy G stardust – because it can.
It’s called evergreen content.
But, what the heck is it? Who’s it for? And why should you be creating it for your business?
Stick around. We’re answering your questions and unpacking all things evergreen.
Don’t create any new content, until you’ve read this.
What is evergreen content?
Evergreen content is designed to last; with topics and formats that remain relevant long after posting.
(This blog post? Yep, it’s evergreen content too.)
Just like the evergreen tree that never goes out of season, evergreen content doesn’t either.
Created with SEO in mind, this kind of content continues to drive traffic to your site and improve web ranking, even years after posting.
So, you bet it’s a worthwhile investment of your time.
While it’s mostly used in the context of SEO blog posts, you can also apply the same principles to your social media content. (We’ll get to that later.)
Ultimately, the goal is to create something that provides value to your audience over a long period of time.
If you’re struggling to keep up with social media trends, you can breathe a sigh of relief. This is a tried-and-tested long-term strategy.
And it won’t keep you up at night researching trends on TikTok.
What is trending content?
If you’re active on social media, you’ll know there’s a HUGE buzz around creating trending content right now.
This is the opposite of evergreen content.
They’re both a vital part of any content strategy, but they serve very different purposes.
Trends create blink-and-you’ll-miss-it kind of content – with a surge in popularity that dips, and can quickly become outdated.
That’s not to say that trending content isn’t valuable, though. We’re big believers in jumping on trends, when it feels on-brand for your business.
But when you’re looking for long-term returns on your content strategy?
Evergreen content is your go-to. Every time.
Why is evergreen content important for your biz?
Okay. We’ve got you up to speed.
Now – let’s unpack why it’s important for your business.
- Longevity
You don’t have to tell us how time consuming content creation is. We know it can be tough for businesses – creative ideas don’t just happen on demand. If you’re investing time and energy into your content, you want to make sure it’s in it for the long-haul. Evergreen content ticks all the boxes.
- Boosts SEO
Evergreen topics are searchable and get frequent hits online. That’s why your evergreen content is more likely to rank quickly on search engines (and keep climbing the rankings if it’s high-quality content).
- Creates value for you and your audience
Evergreen content is great for answering any questions your audience may have – and positions you as an expert on the topic at the same time. So, you’ll answer those burning FAQs and let your audience know you’re the real deal while you’re at it.
- Gets more leads
With more people finding your content, you’ve got more chances to generate leads. And hey, that’s never a bad thing.
- Drives traffic
Evergreen content gets more eyes on your biz; whether you’re creating SEO blog posts, or shareable content on social media that continues to do the rounds long after posting.
- Easy to promote, again and again
If your topic is still relevant, there’s no limit to the number of times you can promote it. Plug it across all your social channels to reach new audiences.
- Helps you work smarter, not harder
High quality evergreen content does the heavy lifting for you. That means less time stressing about creating content, more time scaling your business. Or taking a spa day.
How do you create evergreen content?
Like everything in marketing, it starts with a deep understanding of your audience.
The key to successful evergreen content is picking a topic of popular interest. Maybe it answers their questions, or addresses a need they have.
So, before you get to work creating content, you’ve got to put yourself in your readers shoes.
What kind of content are they seeking out that’ll continue to stay relevant over time?
- Research
Start thinking of topics relevant to your business and how they can help or add value for your audience.
Let’s say you’re a skincare brand; maybe you’re frequently asked how to pick the right products for each skin type, or which ingredients are suitable for sensitive skin. Any questions that come up frequently are likely to be searched a lot online.
And not just by your existing customers – by curious online shoppers who could be guided to your products via your SEO content.
- Find the perfect keywords
Using the right keywords is key to the success of your content. You can do this with any keyword tool of your choice.
It’s important to pick words or phrases with a high search volume – that’s the number of searches for a particular keyword over time.
Keep in mind that high search volume generally means high competition. In an ideal world, try to pick keywords with high search volume, and a lower competition rate.
Steer clear of keywords that have noticeable peaks and drops. You want keywords that will either trend upwards or remain consistent overtime.
- Create your content
With your keyword strategy locked in, you can start getting creative.
Make sure your content links back to the keywords, while also being entertaining and well-written. Use clear, concise language – ‘cause nobody likes jargon. And make it easy to digest by breaking it up with subsections, bullet points, or numbers.
If you’re trying to create content that’ll stay relevant for years to come, it’s best to avoid referencing the date or time you’re writing too.
Remember: SEO keyword stuffing won’t help you rank higher. The algorithms prioritise content that’s engaging, accurate and relevant.
- Keep it fresh
Evergreen content is about as ‘set and forget’ as you can get. But it still requires an occasional refresh.
Staying on top of your analytics and checking ranking regularly ensures it continues to perform well. If you notice a slip in traffic or ranking, it’s probably time for a refresh.
This doesn’t mean rewriting your content. (We know, you’re busy AF.) It’s giving a spruce to what you’ve already got. Google knows when you’ve updated your content, which can help push you back up the rankings.
So, what should you be updating when it’s time for a refresh?
- Outdated information
Even the most evergreen of content requires an update from time to time. If you’ve written a piece about software that’s been updated, or a new study has come out to back up your findings etc.
- Links
Check for any that are broken or could use newer or more credible sources. Or add backlinks to new things you’ve posted. - New text or media
Maybe there’s some fresh info on the subject, or a different angle you could approach it from. How about a podcast, or a YouTube video you could embed?
- Keywords
Check how the keywords are performing. Do you need to increase keyword density or add new keywords to update your content?
Don’t be a fly on the wall. Follow these tips and get Google to notice you.
What about evergreen social media content?
You don’t have to stick with SEO blog posts when it comes to evergreen content – it can be created for all forms of social and digital media.
Finding relevant topics that you can repurpose on social media helps build your brand and simplify your social strategy.
You won’t find yourself scratching your head to come up with ideas, with some evergreen content in your back pocket.
Examples of evergreen social media content can include:
- How-to guides
- FAQs
- Case studies/testimonials
- ‘Everything you need to know about…’ guides for your niche
These stay relevant over time and can help get you that all-important engagement on your socials. Get sharing and repurpose your content as needed – it’s simple.
Need help with creating evergreen content for your business?
We can take it from here.
We create content that stands the test of time, and help your biz stand out online.
Ready to give us a try? Let’s talk content.
