There are many types of content you can publish on your website, blog, and social media channels, but one type of content often gets overlooked: evergreen content. The problem with timely content, which includes news items, current trends, and interviews, is that they can date very quickly. Evergreen content, on the other hand, may cost more to produce initially, but you’re likely to see more benefits in the long term. In this article, we’ll look at what evergreen content is and why every business needs it.
What Exactly Is Evergreen Content?
If part of your job is to buy or produce unique content for your website, you’re probably already aware of the phrase “evergreen content.” For those new to the concept, it’s simply content that stays relevant for a long period of time. This means you can take extra care to create it once, and it will continue to attract traffic to your website for years to come. If a piece of content can be linked to and gain traffic long after the original publish date, it’s evergreen. To clarify, let’s look at what evergreen content is not:
. News articles
. Opinion pieces about news items
. Statistics or reports that will date quickly
. Content focused on a particular holiday or season
. Articles on current trends
The Benefits to Your Business
Evergreen content helps to define your business and brand as an authority in your field. Consumers crave knowledge more than ever before, so publishing interesting, articles that answers their questions is key to building brand awareness and credibility. There are three main benefits of evergreen content:
. It can increase your search engine rankings. Over time, evergreen content will rank better in search engine results pages. This will boost your page rankings and increase brand engagement
. It can boost your website traffic. When it’s easier to find your content in search engines, you’ll receive more qualified traffic over a longer period of time
. It will continue to generate quality leads. More qualified traffic will lead to more potential customers
Examples of Evergreen Content
If you’re looking to buy content, here are some great examples of evergreen content you might consider:
. Informational ebooks and white papers: Hire ebook writers or white paper writers if your are unfamiliar with the publication process
. Articles with tips and advice
. How-to articles
. “About Us” pages on your website
. Videos that explain how a product or service works
. Infographics and other visual material that explain a concept or give step-by-step instructions
Evergreen Content and SEO
Combining timeless content with relevant keywords is key to an effective content marketing strategy. When you create unique content or buy content, consider the keywords and keyword phrases that you’d like your website to rank for. The most effective evergreen content contains phrases that your target audience are searching for. Remember to stick to basic SEO strategies like building each web page around a variety of keyword phrases. Also, don’t forget meta titles, descriptions, and headlines that will appear in search engine results pages and your social media feeds. The more search-friendly your content is, the more likely it is to be seen, shared, and linked to.
In Summary
There are many web content services that provide unique content to boost your evergreen content strategy. While its important to buy content and create unique content that will be relevant for years to come, timely, topical pieces also have their value. The best content marketing strategy contains a mix of both, so that your business can attract a variety of leads with different content needs.