create evergreen content

These days, there’s more content online than there ever has been before. If you’re looking for information on a topic, you’ll probably find more than just a few blog posts about it. You’ll probably also come across infographics, Pinterest pins, videos, and reports. That’s why you have to be strategic about the content you produce and share to promote your business. You may think this means producing more content than your competitors do. But there’s a better way to win the content marketing game: create evergreen content.

Keep reading below to learn what evergreen content is and why it’s critical to create if you want to leverage the power of content marketing to grow your business.

 

Need help coming up with ideas for evergreen content your audience and Google will love?
Download my free list of 14 evergreen content ideas.

 

What is evergreen content?

Before we talk about why it’s so important to create evergreen content, we need to talk about what it actually is. Evergreen content is content that’s timeless because it’s relevant to your audience long after you publish it. Just like evergreen trees retain their leaves all year round, evergreen content stays “fresh” for your audience for a long time because the information in it continues to be valuable.

Here are some examples of evergreen content:

In comparison, content that isn’t evergreen is content that’s relevant for only a short period of time. This includes news stories, information about events, and statistics about particular months or years. Here are some examples:

5 benefits of evergreen content

Why should you create evergreen content? It provides lots of benefits that non-evergreen content doesn’t:

1. It helps you rank higher in search engines

When you create evergreen content, you typically produce a comprehensive resource that provides information on a key concept for a particular audience. Because evergreen content is packed with details and value, search engines tend to rank it higher.

Related: 5 blog post SEO tips you need to know

2. It drives continuous traffic to your website

Because evergreen content tends to rank well in search engines, it can drive more traffic to your website. However, good evergreen content doesn’t just give you a temporary boost in traffic. Because it remains relevant, it can give you a steady and growing stream of traffic over time. That’s why many brands find that a small fraction of older, evergreen blog posts account for most of the traffic they get to their site. So if you’re looking to get a steady stream of targeted traffic from Google, create evergreen content.

Related: How to increase blog traffic without Google + free email list cheat sheet

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3. It helps you generate a steady stream of leads

When you create evergreen content, you don’t just help your brand boost its traffic online. You also get access to more people you can convert into leads. After all, when more people visit your website or blog, you have more people you can convince to sign up for your email list in exchange for a content upgrade.

Related: 6 reasons why your blog needs content upgrades + free idea list

4. It helps you stand out and deliver value

At the beginning of this blog post, I told you that evergreen content helps you stand out online. Here’s why: when you create evergreen content, you provide your audience with comprehensive answers to the questions that keep them up at night, prevent them from living the life they want, or hold them back professionally. By taking the time to produce content that gives your audience the detailed information they’re looking for, you’ll stand out among competitors who aren’t making the effort to create outstanding resources.

5. It helps you position yourself as an industry leader

When you create evergreen content, you also position your brand as an expert in the industry. When your audience sees that you create thorough resources on core topics in your niche, they’ll realize that you know your stuff. And they’ll start to see you as their go-to expert.

create evergreen content

 

Need help coming up with ideas for evergreen content your audience and Google will love?
Download my free list of 14 evergreen content ideas.

Tips for creating effective evergreen content

Ready to grow your business with the type of content audiences and search engines love? Use these 8 tips to create and promote evergreen content:

1. Use the skyscraper technique

When you create evergreen content, you may feel like you’re covering topics that have been covered hundreds or thousands of times before. And you wouldn’t be wrong. Brands tends to produce more content about general core concepts than they do about super specific technical ones. This doesn’t mean you can’t create content on these topics, but it does mean that you need to think carefully about how to go about it.

Need a way to create evergreen content that stands out even if the topic isn’t unique? Use the skyscraper technique. Take a look at the content that’s already out there and create something that contains all of that and more.

create evergreen content

2. Write posts based on strategic keywords

If you want to reap the full benefits of evergreen content, you’ll want to optimize it for search engines (SEO). This means creating content based on longtail keywords that have a decent search volume but aren’t highly competitive.

 3. Optimize your content for SEO

Although keywords are an important part of SEO, they aren’t the only component. In addition to incorporating keywords into your content, be sure to optimize your images, use the right headings, and add links. Need to master the basics of SEO for blog posts and other types of content? Check out my free ebook “SEO Basics for Blog Posts.”

4. Write for beginners

Evergreen content typically covers basic, fundamental concepts. As a result, most people searching for it are probably beginners. Make your content accessible to them by writing in a way that’s easy for a novice to understand. Use simple language, define key terms, spell out acronyms, walk through concepts step by step, and include video tutorials.

5. Promote evergreen content on a regular basis

When you create evergreen content, you end up with a resource that will be valuable to your audience for months or years to come. But if you promote it only when you first publish it, people who follow you on social media later on may never see it. That’s why it’s beneficial to promote your evergreen content on social media every few months.

updating-old-blog-posts

6. Add a link in your email signature

Another way to subtly promote evergreen content is to link to it in your email signature. Because evergreen content stays fresh for a long period of time, you can add a link to your signature and leave it there for weeks or even months before swapping it for another one.

7. Repurpose it

When you create evergreen content, you can end up spending a lot of time on it. That’s why it’s helpful to repurpose your content to get more mileage out of it. Take one of your top blog posts and turn it into an infographic, podcast episode, or checklist. You can use repurposed content just like new content or turn it into a content upgrade.

Related: 9 strategic ways to repurpose blog posts + free blogging tool list

8. Update it

Extend the life of your evergreen content by updating it with new facts, statistics, and links. This keeps your content from going stale and can give you a boost in search engine rankings. Updating old evergreen content is also a great way to create “new” content to share.

Related: 7 ways to increase blog traffic by updating old blog posts + free SEO ebook

Create evergreen content to generate more traffic and leads

Evergreen content doesn’t have to be the only content you ever produce. But if you want to optimize the results you get from the content you create, prioritizing evergreen content is the way to go. It’s the best way to create content that provides immense value to your audience, thrills search engines, gives you a steady stream of targeted traffic, and helps you generate the leads you need to grow your business.

 

Need help coming up with ideas for evergreen content your audience and Google will love?
Download my free list of 14 evergreen content ideas.

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Why you should create evergreen content to grow your business + free content idea list
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2 thoughts on “Why you should create evergreen content to grow your business + free content idea list

  • December 20, 2017 at 5:10 pm
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    Hi, Nadia,
    You provide awesome content, I love learning from You, glad I subscribed to your e-mail!
    Can you give me a few tips on starting a blog?

    Reply
    • December 21, 2017 at 5:25 pm
      Permalink

      Hi Alma,
      I’m so glad that you’re enjoying the content! Here are some tips for starting a blog:
      1. Identify your target audience and write posts that (a) solve a problem they have or (b) improve their life in another way
      2. Post regularly but only as often as you can produce high-quality content (aim for 1 post per week if possible)
      3. Optimize your posts for search engines (check out my SEO ebook for more info: http://www.inpressionedit.com/seo-basics-blog-posts/)
      4. Add content upgrades to your blog posts so that you can start building an email list from Day 1 (see this post for more info about content upgrades: http://www.inpressionedit.com/2017/10/27/content-upgrades-benefits/)
      5. Use Pinterest to boost traffic to your blog

      I hope these tips help! Feel free to reach out if you have any other questions or have a topic you would like to see a resource on.

      Reply

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