Post once and generate consistent website traffic forever. It is a dream scenario for a blog writer. That is the beauty of evergreen content. Like the Energizer Bunny, this type of content never gets tired because it covers topics that don’t go out of style.
These types of posts — be it blogs, videos, or social posts — are relevant throughout the years. You can think of it as a robust pine tree that never loses its needles. Evergreen content is always minty fresh no matter the latest news or the time of year.
So why should that matter to you? For starters, evergreen content is one of Google’s top three ranking factors, according to SEMRush. If you are not creating evergreen content, there is a good chance that you are missing out on valuable search traffic aka SEO (Search Engine Optimization).
Evergreen content is the opposite of hopping on the latest trends — and it can be the foundation of a successful long-term content strategy. Evergreen posts appreciate in value, meaning they can continue to attract organic traffic in ten years at the same rate or maybe even at a higher rate than now, author Robert Katai points out.
This article covers the basics of creating valuable evergreen content that will drive traffic to your website long after you hit publish.
The longstanding statement “Content is King” has longevity for a reason. Content marketing generates awareness about a problem or solves a common problem. In 2021, this looks like the creation and sharing of online materials, such as blogs, webinars, e-books, videos, social media posts, or email newsletters.
Content marketing doesn’t explicitly promote a brand but instead indirectly drums up interest in the services or products by providing valuable information to the audience.
Trust attracts. Content marketing earns trust by providing valuable information that solves problems and educates. Above all, it is all about building relationships and establishing yourself as a go-to expert in your field.
Effective content marketing provides value without asking for anything in return to gain the trust of your audience. Once your audience knows that they can trust you, they are more likely to come back to you for solutions and advice.
Content marketing makes your brand relatable, which can seem like an intangible factor, but there is plenty of research to back it up. According to Hubspot, 70% of people prefer to learn about brands from content rather than traditional ads.
Overmore, creating content consistently is worth your time. Companies that put their primary focus on content marketing generate more than 5x more conversions than those that just focus on ranking in search engines.
Through content marketing, you can generate more website traffic, attracting more potential customers, and eventually leading to sustainable profits from loyal clients.
Not every type of content holds its value over time. Popular trending topics or content around breaking industry news can generate a lot of traffic when you first hit publish but fizzles out over time as people lose interest when the next trend comes along.
On the other hand, evergreen content has staying power because it is as valuable tomorrow as it was a year ago. One of the most significant benefits of creating content that never loses its luster is that it will drive consistent traffic without much effort.
Another benefit is that it increases your website’s overall SEO. You’ll raise your likelihood of being seen as an authority not only to your audience but others in your industry.
Backlinks are an important part of SEO blogging. In-depth, educational, and timeless articles are an excellent resource for other authors to reference and link back to. The SEO experts at Moz summed it up perfectly when they wrote that backlinks are vital for SEO because they represent a “vote of confidence” from one site to another. In essence, when another industry professional links to an article on your website, it’s a signal to search engines that others vouch for your content.
This will help you pull in more traffic in the long haul, which is excellent for the bottom line. More traffic equates to more leads and ultimately sales.
Now that you see all benefits of creating evergreen content, let’s get into how it’s done. The most popular content formats that fall into this category include Top Tips, How-To Guides, and Listicles.
Start by identifying popular topics in your industry. Websites like Answer the Public, Also Asked, Buzz Sumo, and Google Trends are a few resources for finding evergreen content ideas relevant to your brand.
You can also draw from your own experience. What are the questions that you get asked about most often? If people are always asking, it’s a good indicator that the answers will make great evergreen content.
For example, if your an interior designer, answering ongoing problems like “How to Maximum a Small Space with Interior Design” is a great topic because there is always someone somewhere living in a tiny apartment.
Compile a list of frequently asked questions about the topic and answer each one. Remember, evergreen content still needs to be SEO-friendly to capitalize on all its potential.
Make sure you’re doing your keyword research, your website is optimized for mobile, and you’re using the proper backlinks to power the ongoing searchability of your evergreen content.
Headlines are an important part of the equation. The best headlines grab the reader’s attention and help you rank on search engines. You can check out headline analyzers on Coscheulde or OptinMonster.
Pro Tip: Headlines that include numbers are among the most engaging, but not your only option. Here are a few examples:
It is also important to include a Call to Action (CTA) at the end of your post to prompt readers to take the next step. This could be an invitation to read another article or to sign up for a newsletter.
Evergreen posts can stand on their own without much maintenance, but it’s still good practice to spruce it up from time to time. Make sure the stats you’ve cited and references you made are up to date every six months or so to maintain your content’s staying power.
Now that you feel comfortable with the basics, you’ll need to learn how to put it all together and create social media that engages and converts your dream clients. And I’ve got the perfect online course to help you master the process in less time than it takes to watch a movie! Learn how to create content that converts in half the time in Content Creation Acceleration.
Cyndi, Owner of Ascent StoryCraft
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