With the success of content marketing growing and growing in recent times, content creation has become more of a priority for marketers than ever before. As opposed to traditional marketing, content marketing produces up to three times as many leads and costs up to 62% less, however, 44% of marketers still list content creation as their biggest challenge.
Content marketing is all about creating relevant content that provides value to your potential clients/customers, so they recognise you as an expert in your field, and therefore are willing to do business with you. What content marketing is not is creating a lot of sub-par content on various platforms and then incessantly promoting it. That’s spam.
We have previously discussed repurposing as the main solution to the content creation challenge; whereby marketers adapt previously created content in order to re-use (read our repurposing article here). However, as mentioned, it is crucial that content be “evergreen” in order to repurpose. The original content must be constantly applicable and interesting to repurpose, therefore less likely to become immediately dated.
So, what is evergreen content?
The word “evergreen” in terms of marketing is most often used by editors to describe content that is always of interest to an audience. Evergreen content is always relevant — hence the name brought from evergreen trees which retain their leaves all year around.
Unlike news items often posted by companies, evergreen content will not date. It can deliver value not only in regard to website traffic, leads and social shares, but can also occupy valuable search engine positions for a prolonged period of time. By continuing to be interesting and relevant, evergreen content is much more sustainable. Without having to be updated regularly, it continues to grow traffic long after its publication.
In order to best understand what evergreen content is, it would be first helpful to know what types of content are not evergreen:
- Articles or blog posts which include numerical statistics or graph content as these are likely to change and become out-dated therefore limiting their window of relevance
- Reports which lean on current trends or styles, such as fashion or pop-culture
- Holiday related or seasonal content
- News reports
What types of content are generally evergreen?
- Answers to FAQ’s submitted by your audience
- Industry tips, “how to” articles or advice
- Testimonials and reviews (unless your product lifespan is short as they will become irrelevant)
The most challenging aspect of creating evergreen content is that within each industry, the most popular topics have often been covered already, and likely hundreds of times. It is essential that you put your own unique twists on popular topics as this will make your content more valuable.
Our top tips for creating evergreen content:
Now that you fully understand what evergreen content is and is not, here are our top tips to guide you and your efforts:
- Choose your keywords wisely – make sure that an audience can find your content when they want it, do your keyword research when publishing.
- Optimise for SEO – add alt tags to your images, use keywords in the title, URL and regularly throughout the body of text.
- Write clearly and simply – do not be tempted to overshare your expertise in a way that an audience will struggle to grasp, explain the topic as though your audience are beginners in clear and concise language.
- Repurpose – when you create a piece of evergreen content you must repurpose, otherwise your efforts go largely to waste. Learn more from our repurposing article here.
Making Content Deliver
FEYM wants you to Succeed: BUSINESSES THAT CREATE BLOG POSTS ACHIEVE 126% MORE LEADS THAN THOSE THAT DON’T. Contact us today to see how we can help you.