How to create content that lasts
Creating content for a website can be an arduous task. From researching the topic, to seeing if competitors have written the same thing, to carefully crafting the text to sound just right: a lot of effort is put into every page on your website.
What is even worse is when your piece of art goes out of date, and you have to start the entire process over again with a now-relevant topic.
There is a way, however, to create content that stands the test of time. You can craft this type of content, called evergreen content, and you will be able to have your page stay pertinent to any changes over time.
What is evergreen content?
Evergreen content is content that is relevant to your industry and users for a long period of time. This kind of content is that users will continue to find value in your website for years to come.
Evergreen content deals with issues that your audience is facing on a consistent basis. Think of questions that come up or problems that arise that you Google the answer to. Then you click on the link that you think will give you the solution, and you don’t even pay attention to the date that it was published. That is evergreen content.
Examples of evergreen content
The types of content that can be considered “evergreen” are normally always being searched. They can range from how to do something to product reviews. Users are going to constantly be looking for the answers to questions that can be answered with the content that will be written in your evergreen articles.
The format of evergreen content can technically be anything. However, there are some super common format kinds that are normally used. These include video tutorials, tips for performing a certain action, or a blog post about common, everyday problems or turning the ordinary into something wonderful.
One practical example could be a product review and a testing video created by a car dealership going over all the features and drivability of a 2015 model of a kind of car. Users who are looking to buy that make and model of the car will watch that video for years to come to get more information about it.
Another real-life example could be a blog post about how to best entertain kids on a rainy day. It could give parents ideas about screen-free fun like having the kids help with cooking or fun little arts and crafts to do. There will always be kids and there will always be rainy days, so this would be the perfect thing to write about.
Articles that contain news, current trends and anything that has to do with what is going on in the present would not be considered evergreen because that kind of information will not be pertinent in the future.
Why you should write evergreen content
Including this extremely valuable content on your website can help your business grow and your company to remain in front of users over time. Some specific benefits to creating this evergreen content are:
- Shows you are an industry leader – The users that are attracted to your website will be impressed with how much you know about this subject matter. They will be coming back to this page and your other pages to get any and all information they need. If the post has to do with goods or services, they might trust you so much that they just might stay on your page to order the goods or sign up for the services that they are in need of.
- Rank higher on Search Engine Result Page – As more users go to this page and stay on this page to read the information they are searching for, Google takes notice. With more popularity and seemingly great results coming from the page, Google will continue to rank it higher on the search results page than other websites where people jump right off of them because they can’t find the answers they are looking for.
- Continually brings leads to your website – Because your content is staying at the forefront of results when people search for answers, your website will be consistently getting traffic. Traffic can turn into leads, and leads can turn into sales.
What to remember when writing evergreen content
When writing evergreen content, it is important to keep a few things in mind.
First and foremost, determine whether the topic you want to write about actually is evergreen. Will the same question be asked a year from now? How about 3 years? Ensure that what you are writing about will genuinely be relevant in the future, and not just be successful in the short term.
Lots of users will read your content, but you should write your article based on the user with the least possible knowledge on the subject. Beginners who find your post will be easily able to understand and interpret the message that you are given out, and experts will get a great refresher or even learn something new.
Be sure to include keywords throughout your writing. Utilize keyword research to know which keywords are the correct ones to be using. Only put them where they would appear naturally, though (don’t try to force them into every other sentence). This will help you win points from the search engines, and it will keep users happy because they will feel like they landed on the right page to help them find their answer.
One last reminder is that it is good to still go back and update evergreen content.
There won’t be a ton of maintenance to do, but it is always good practice to check if there are any more internal linking opportunities that came up. Maybe you developed a new infographic that helps drive your point home a little more.
Either way, just because the content is considered evergreen does not mean it is set in stone. Updates are always a good thing to check for no matter what you are working on.
Don’t be afraid to ask for help
Writing evergreen content can be pretty intimidating if you have never done it before.
Marketing experts, like those at Inbound Marketing Solutions, can help give your website the competitive edge it needs. They have experience writing not only evergreen content but also every other kind of content in every form possible.
They have the ability to help in other parts of your website too, like search engine optimization, pay-per-click advertising, social media management, content marketing, email marketing, and so many more services. Plainly stated: they know what to do for every part of your website and how to do it well.
In essence, evergreen content is content that can be very valuable in keeping your website relevant for a long time. It can keep your name out there and position you as an industry leader amongst your competition, in addition to a multitude of other advantages.
Creating it and incorporating it onto your website can be so beneficial to your business, so it’s time to get on that! Still don’t know where or how to start? Contact Inbound Marketing Inc. to assist with your marketing needs (including evergreen content)!