If you were to look through your old blog posts, how many do you think would still prove relevant and valuable to your readers? While your old content may have served a specific goal at the time, it most likely had a short lifespan and is now considered obsolete.
There is nothing wrong with writing content that is centered around the latest news and trends, but it’s important that it’s not the only type of content that you should be creating. If you want to boost your blog’s success, you need to add evergreen content into your content marketing strategy as well.
Evergreen content is simply content that will always be relevant and useful to your readers. Instead of becoming irrelevant by the end of the week, users will find value in evergreen content for years and link to it, share it, and return to it again and again. This not only drives a steady stream of traffic to your website, but it also helps you rank higher in search engines.
The long-term benefits of evergreen content are attractive to many marketers, but creating timeless content isn’t as easy as some may think. Here are seven useful tips to writing evergreen content to help get you started:
#1: Always Consider Your Audience First
With any type of content you create, it should always be written with your audience in mind. Some marketers can get so wrapped up in the process of creating evergreen content that they lose sight of who they are writing it for and why.
Your choice of topic may be timeless and have potential, but does it provide actual value to your target audience? If your website sells dog collars and you are writing about anything other than dog-related topics, it doesn’t matter how evergreen your content is—your website traffic isn’t likely to convert.
Before you start writing your brilliant idea for evergreen content, stop and consider how it will appeal to your audience and achieve your end goal. If you are struggling to answer those questions, consider using your buyer personas to give you a better sense of whether your content will connect with your target audience.
#2: Avoid Referencing Current Events
It seems obvious, but it’s surprisingly easy for small references to current topics, trends, or even the time of year to sneak its way into your evergreen content by mistake. This is especially true if you don’t have a good understanding of what evergreen content is and what it is not.
Evergreen content avoids using specific events, breaking news, or the latest data and statistics to remain timeless. For example, we could write a piece titled “Best Content Distribution Strategies”, but this is a topic that has an expiration date. The content marketing industry is constantly changing and some of these strategies would likely become obsolete by the end of the year.
On the other hand, a blog post titled “What is Content Distribution and Why is it Important?” would age much better than our original title. Although it may be considered the low-hanging fruit of evergreen content, explaining a concept is a failsafe method for creating content that provides value for years to come.
#3: Update Old Content With Evergreen Content
Who says that you need to write evergreen content from scratch? If you have an archive of old blog posts, consider updating them with relevant content. Not only does this give you a better starting point to write your evergreen content, but it also helps your SEO.
According to research by Moz, updating your content can improve your freshness score, which Google uses as a ranking factor. When Google crawls your newly updated content, you will get a nice boost in search rankings as a result.
Of course, not every old blog post should be updated. Some will need to be deleted, while others simply require a quick fix (such as a broken link). The content that is best for updating as an evergreen piece will be the blog posts that had the highest social shares and that continue to drive traffic to your site.
After you have identified your best performing blog posts, it’s time to update them with current information. Also, remember to check your links to ensure that they work, update your images if they seem dated, and rewrite the meta description and title to improve your click-through rate.
Once you have updated your content, work it into your social media marketing strategy and promote it across all the right social media platforms. That way, new readers who missed the blog post the first time will now have a chance to read it.
#4: Don’t Neglect SEO
As we’ve mentioned, evergreen content has serious potential to boost your rankings in search results, but it still needs additional help if you want to make the most of your content marketing.
Your SEO strategy and content marketing strategy need to work together if you want the best bang for your buck. Make sure that you do your keyword research and write your evergreen content using keywords that you wish to rank for. That way, you will drive organic traffic to your site for years to come.
Also, don’t forget to think about your call-to-actions in your evergreen content. Instead of urging readers to check out an upcoming podcast, have them sign up for your email newsletter instead. That way, even your CTA’s will be ageless.
#5: Make Evergreen Content Easy to Find
Even if your content stands the test of time, it’s potential to be discovered is strongest when it is first published. To ensure that it is easy for readers to find, there are a few ways to put your content in front of your target audience.
One simple method is to weave your evergreen content into newer posts by providing links. In fact, this is a prime benefit of creating timeless content—you will always have relevant content of your own that you can link to!
Another strategy is to create a section on your website specifically for your evergreen content. This could be a simple “Most Popular Posts” section that directs new visitors to your most popular blog posts.
#6: Make Your Evergreen Content Comprehensive
Writing comprehensive, yet beginner-friendly content is difficult, but it is the key to powerful evergreen content. Why? Because those who are most likely to find your evergreen content helpful are beginners.
As you create this type of content, put yourself in a beginner’s shoes and write to someone who is new to the concept. To make it better than your competitor’s content marketing, try to be as comprehensive as you can to provide extra value to your readers.
#7: Know How to Promote Your Content
No matter what type of content you’re writing, it’s essential that you have a content distribution strategy in place to promote it efficiently. Although you can and should republish your evergreen content, it’s likely going to have the biggest impact the first time it’s published.
To help you take advantage of this, StoryLift makes it incredibly easy for you to quickly launch content campaigns that put your content in front of the right audiences. With our advanced targeting technology, we can maximize your campaign’s ROI by targeting readers based on their attitudes and behaviors.
Content creation is half the battle. Using advanced content distribution tools, you can give your evergreen content the promotion it deserves.
Your audience certainly expects you to stay on top of industry news and trends, but nothing generates leads, traffic, and social shares quite like evergreen content. Writing it may seem daunting, but start by using these helpful tips to write some blog posts. Then, you can move on to creating meatier evergreen content in the forms of guides and eBooks that your audiences will love for years to come.