Content is an important tool in any business’s marketing arsenal. Creating it consistently can be challenging with readers wanting something new every day. This is where evergreen content becomes useful. Much like an evergreen plant that retains its fresh green leaves all year round, this type of content stays fresh, relevant, and interesting for a long period of time.
Evergreen content has numerous benefits. It helps boost traffic and keyword ranking, builds authority, can be repurposed, has long-term value, and more. Here are some tips for creating evergreen content:
Find Out What Your Market Wants
Before you spend your time, money, and resources on creating a piece of evergreen content, it’s best to figure out first what topics your audience is interested in. For Lauren Wheeley, owner of The Perfect Little Wedding Company, maintaining regular communication with customers is important so you’ll know their wants and needs.
You can also ask for reader or customer feedback through your site, social media, and customer service department; check out the most popular topics in your site’s analytics; and identify other evergreen content in your industry. By doing so, you will likely have a more engaged market or customers. And that is definitely good for your business.
Pick an “Evergreen” and Precise Topic
Choose a topic that will remain “evergreen” over time. “How-to” tips and guides, as well as checklists are good examples for this. But aside from that, make sure that your topic is precise or specific. This allows you to create an article or a post with more detailed information – something that more readers would want to see in search engines.
For example, you maintain a website for your life coaching business and you probably would want to add content about happiness. Instead of choosing the general topic, “How to be Happy,” it’s much better if you make it more specific like this article from WebMD, Strategies for Happiness: 7 Steps to Becoming a Happier Person.
Do Original Research
The topic you have in mind or your audience wants may not be something completely new. But you can conduct your own research and take a unique angle on an existing, well-covered topic to make your content stand out from the crowd.
Review what industry experts say about your chosen topic and read previously published content. You can also conduct your own expert interview, look to statistics, and use a killer title to make your content more relevant and interesting.
According to a Demand Metric study, 82% of customers feel more positive about a brand after reading custom content. Your original, evergreen content could also make your customers love your brand even more!
Add Visuals and Be More Innovative
Make your content sustainable by including visuals like infographics, photos, illustrations, and short videos. You can also be more innovative and add interactive content so that the whole piece feels fresh. According to a Content Marketing Institute study, 81% of marketers agree that interactive content is more effective at getting the audience’s attention than static content.
These elements will make your evergreen content more powerful and entertaining. With them, you will also likely gain repeat visitors, more traffic, and multiple engagements.
Nurture and Update Your Content
Evergreen content is a huge investment. This is why it’s important that you maintain and nurture it so you’ll get more value from it for a longer period of time. You can syndicate your content to social media to gain new audiences and do guest postings to boost awareness around your brand. It also helps if you update your content occasionally to keep it fresh.
Dollar Shave Club is one good example of a startup company with an effective evergreen social media content. It started with a video campaign. But by amplifying their content with an interesting blog on their website, they were able to attract more followers and the company continues to grow.
Using evergreen content as part of your business’s marketing strategy will add more value to your content pool and your readers. Invest in it and you will not only have timeless and fresh content but also a relevant and strong brand.
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Check out these other blogs on our content writing tips series:
- Science-based Ways to Beat Writer’s Block
- How to Create Consistent Content
- Infographic: How to Beat Writer’s Block and Create Consistent Content
Pepper Virtual Assistants is a business solutions firm that specializes in virtual administrative and personal assistance, online marketing, customer support, and copywriting. We are known for reliability through our managed services, responsive client handling backed by extensive training, and rockstar virtual assistants hired for their skills and expertise.