What’s the secret behind blogs that rank highly for the right keywords, attract both new and returning visitors every month and
The answer is simple. They publish evergreen content.
What actually is evergreen content?
Evergreen content are blogs, videos, podcasts, infographics etc that are fresh and relevant to your audiences for a long period of time.
In other words, once you press ‘publish’ the content starts working for you by making your website visitors subscribe to your newsletter, follow you on social media and become part of your sales funnel. The difference is that this activity doesn’t last for just a week – the content continually converts for you over a period of time, sometimes even for a few years depending on what the topic is.
Evergreen content inspires your audience to take action and will stay fresh on your website, continuing to be relevant long past its publication date.
Examples of evergreen content
So now you know what evergreen content is, let’s go through some examples. These are all types of content you should consider creating for your website:
- Case studies – both successful and ‘what went wrong’
- ‘How to’ blogs, videos or guides for beginners, intermediates and pros
- Product reviews
- Frequently Asked Questions (FAQs)
- Common mistakes in X to avoid
- Everything you need to know about X
- Best practice tips for your industry
- Original research (that won’t go out of date quickly)
- Resources lists
- Free and paid for tools list for your industry
- Pros and cons of something
- Do’s and Don’ts
Why your website needs evergreen content
Now you have a general understanding of what evergreen is, it’s time to find out what it can do you for you. Here are 3 HUGE benefits of having evergreen content in your website which will show you why you need it.
#1: High Search Engine rankings
The topic, quality and timelessness of your content will work well for you in terms of rankings as it will make it easy for your website easy to be found. Why? Because you’ll be rewarded with high rankings on search engines for creating content that will stay relevant for a long time that people actually want to read.
The trick staying remaining high in terms of rankings is to tweak and change your evergreen content every now and then to make sure it’s fully up to date and always relevant
#2: It helps increase traffic to your website
Not only that, if your evergreen content is the right fit for your audience, it will make them stay on your site longer. This will obviously benefit your brand and because of the nature of your content, it will attract new visitors that you’ve never had before when you’re found on search engines.
Using the right keywords, titles and picking the right topics will help you create the content that your audience actively searches for. Your blog, video, podcast etc can answer the question they’re asking and when you’ve helped them once, they’ll come back the next time they need help.
That’s how you start building relationships and converting website visitors to followers / subscribers, then eventually (fingers crossed) paying customers.
#3: Evergreen content generates genuine, real leads for your business
While your evergreen content continues to generate traffic and rank you high on search engines, your website will start creating leads to help for you to convert so you grow your business. These are people who have bought into what you’ve created online and want to know more about you. They are genuine, warm prospects who know that you can solve whatever issue it is that they have – it’s then up to you to convert them to paying customers.
That’s the power of evergreen content.
My final thoughts …
In reality, like any type of content, evergreen blogs, vlogs, podcasts etc take a long time to create, BUT the benefits of publishing it far outweigh the time and investment in creating it.
That being said, not every piece of content you publish needs to be evergreen. Focus on creating a series of pieces that you know will be popular with your audience and will help you attract new readers, listeners or viewers.
Don’t go crazy creating and posting 50 pieces of evergreen content but nothing current or newsworthy. Your content needs to be a mix of evergreen and a focus on industry trends.
So here’s a challenge for you … make your next piece of content evergreen!
I would love to meet you on Instagram. Follow Kathryn | KD Communications to see my updates and feel free to share this post on LinkedIn, Facebook or Twitter.
Need help creating your content strategy? Contact me.
You also might be interested in reading:
- 5 easy ways to never run out of social media content
- 5 ways to get better at digital marketing
- 6 things you need to know about Public Relations in the digital age