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Evergreen content: What nature can teach you about creating long-lasting content

by | Content marketing, Evergreen content

I wanted to share this with you because not only will this strategy save you time and effort, but also it’ll reward you with search engine rankings and enquiries in the long run.

The clocks have gone back, and there’s an unmistakable autumn chill in the air. Every day trees rain leaves.

Of course, while deciduous trees start shedding parts no longer needed, you can rely on evergreens to provide a year-round backbone to your garden and surrounding fields.

You see, evergreens are hardy. Better still, they’re low maintenance and provide food and shelter for various animals and insects.

There’s a lesson in here if you use content marketing to promote your business.

Just imagine a piece of content that attracts year-round interest, and at the same time adds structure to your website.

Here’s the thing. Top content marketing specialists took inspiration from nature’s evergreen plants a long time ago.

To create content that stands the test of time, they write ‘evergreen’ content.

So what is ‘evergreen’ content?

Like the evergreen plants and trees that retain their green leaves throughout the year, evergreen content maintains its freshness and is always popular.

How does it do this?

Unlike news and statistic led articles, evergreen content endures because time doesn’t limit its life. You can always put it into the hands of new people because it’s relevant and useful all of the time.

Examples of evergreen content include:

  • How to posts
  • Guides
  • Tips
  • Listicles (10 ways to…)
  • Checklists
  • Case studies
  • Answers to industry questions

But hang on a minute, doesn’t Google want you to produce fresh content continually?

Look at it this way. People use the Internet to find answers to questions.

If you know what questions your audience routinely asks, then it makes sense to create evergreen content to provide answers.

Consequently, a well thought-through piece of evergreen content will remain in the search engine rankings and help drive traffic to your website, long after the time it was published.

As if that’s not enough, evergreen content helps you to:

Increase backlinks to your website

Provide answers to the questions you know your audience regularly posts in search engines, and your evergreen content will attract a substantial number of views.

As a result, similar to evergreen plants that provide a food source for wildlife, you’ll provide a food source for high-quality links.

What’s more, you can reference evergreen content by linking to it from other content you create.

Generate leads

Of course, every piece of content you produce and promote should lead to a call to action. For this reason, if your evergreen content attracts a high number of views, you should see an increase in enquiries.

Build your authority on a subject

When you attract links to your evergreen content, readers will see you as a trusted source of information on a topic.

Increase social shares of your content

If people like and trust what they read, they’ll be more likely to share it.

Where do I start when planning evergreen content?

First off, choose a topic you know your audience is asking questions about, and you know won’t date:

  • Tap your social networks. Ask followers to complete quick surveys on Twitter, LinkedIn or Facebook.
  • Check forums for questions and comments.
  • Check Quora to see if anyone is talking about your topic.
  • Note down questions your customer-facing staff regularly get asked.

You aim to create content that’s genuinely useful for the person reading it.

Optimise your evergreen content for search

Help people to find your evergreen content by incorporating the language your audience speaks (keyphrases) into your meta titles, descriptions, headlines and body copy.

And what if new information comes to light?

Evergreen needles can last anywhere from a year to 20 years, but eventually, new leaves replace them.

There is no reason why you cannot update evergreen content. Indeed, updating content gives you another opportunity to publish and promote it again.

The bottom line is this:

Just like evergreen plants that provide a backbone to your garden, timeless, hardy and well-constructed content gives a backbone to your website.

The reason? Because evergreen content has a long-lasting influence on your search engine rankings. Also, your authority on a topic and lead generation.

So what are you waiting for? Go ahead and make it happen.

And finally

If you would like help writing evergreen content, then drop me a line to get information about pricing.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.

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