Writing new content every week can be challenging. Using an editorial calendar helps as it give direction – themes or topics to write. Depending on your industry, some content can be very time-specific such as topics related to the latest industry news or events. Due to the nature of news-related topics, this type of content dates itself easily. However, content that is educational – How to’s, or answers from FAQ’s – information that does not change much over time can have a longer shelf life. This is known as Evergreen Content.
“Evergreen content is that which is still interesting and relevant weeks, months or even years after its initial publish date. It doesn’t date like news, and the value is that it can deliver traffic, leads, social shares and can occupy valuable search positions for a prolonged period of time.” -- Graham Charlton @ Econsultancy
The benefits of writing Evergreen Content include:
1. Good for SEO: The nature of an Evergreen article is that it is timeless; it will continue to be accessible within search and will be easy to understand. In addition, your article will appear in search over a longer period of time, increasing its ranking and the authority of your website.
2. Easily sharable: An article that is focused on the basics becomes easily sharable among your buyers; thereby helping others to get the answers they are searching for in their quest for information.
3. Continually drives new visitors to your website: As buyers continue to conduct much of their research on the web prior to contacting a company for information, your high-ranking article will get noticed and result in driving new visitors to your website. Using search-friendly keywords makes it easier for buyers to find. Make your content educational for your industry, emphasize the basics, increases the relevance of your article to potential new buyers.
4. Gives you a break from writing: Sometimes you just need a break from writing. Re-running an Evergreen article occasionally can give you that break, or free up time to write about something unique, or more time to research an in-depth article...
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” – Leo Burnett
Here is an example of the basics to include in an Evergreen Content piece related to lawn mowers – “What to consider when buying a lawn mower”:
- The size and shape of your lawn. This will help determine what type of lawn mower (push model vs. riding lawn mower) will be most appropriate given the size and shape of your lawn.
- Type of acceptable yard waste. The method of yard waste disposal will determine the best type of system to use for your grass clippings (bagging, mulching, etc.)
- Ability to provide maintenance. Different types of mowers require a varying degree of maintenance (electric vs. gas).
Using visuals each step of the way and using a story-telling manner with humor can make even an article about the basics of lawn mowing interesting, engaging and increase the likelihood of being shared.
When is it good to take advantage of Evergreen Content?
1. When you need to have content ready to go at any point in time.
2. This type of content can, and should experience reruns. An article about the basics makes a great introduction to your website. Use this as a way to drive new visitors to other articles of interest within your site.
3. Establish or grow credibility your company credibility. You are sharing information that is important to your visitor without promoting your company. This will strengthen your website SEO.
4. Extend this introduction into additional content. Leverage this information to create new pieces of content such as an Infographic, tip sheet, or expand to create new blogs addressing each bullet point more in-depth.
“Just. Be. Useful.” – Jay Baer
As the Jay Baer quote states – just make your content useful. And that certainly applies to Evergreen Content. This is not the time to be promotional, this is time to establish your credibility, and increase your authority within search. Simply provide information that is educational. Longevity and usefulness is the goal.