Content, content, content. In marketing circles, we eat, breathe and sleep content. You get the picture, it’s super important to have a slick content strategy in place.
But once you’ve churned out your compellingly crafted content and received some positive stats, that doesn’t have to be the end of the story.
Evergreen content is basically anything that isn’t time sensitive, so it’s content that can keep on providing value to readers…whenever they stumble across it.
You can keep on generating traffic from evergreen content, long after you hit that sweet publish button and you’ve released it into the wild.
If done properly, this type of search-optimized content should steadily build traffic for your brand over time. You should still be creating organic traffic at the same rate, or even higher.
So, evergreen content – what’s it all about?
All the value, all of the time
So, you’ll have come across lots of evergreen content, without even noticing it. And that means that it’s doing its job – you shouldn’t be able to notice that it was published 5 years ago, because the info it’s providing is still relevant.
For example, when you’re looking at how to fix a product or how to get the most out of a product, you could enlist the help of a how-to-instructional video or guide. Regardless of when you bought the product in question, this piece of content will still be able to give you the answers you need and make your life easier.
It’s a good idea to think about the types of content that evergreen isn’t. Sounds weird, but stick with us on this one! Your content needs to remain relevant, so it’s not going to be:
- Content that’s narrative relies on old stats or research
- Content which has a strong basis in a particular news event
- Content that covers specific trends that will become outdated
- Content that describes products/services that are no longer available
Your content needs long-term worth.
Now, let’s take a look at content that IS evergreen. Obviously, it all depends on your topics and subject choices too, but these formats can work really well when you want to create evergreen content:
- How-to Guides
- Listicles with tips and advice
- Product Reviews and Descriptions
- Instructional videos
- Ultimate Guides
- Step-by-Step articles
- Q&A interviews
- Thought Leadership pieces
- Glossaries and Jargon busters
What kind of info can you present in these content-forms?
Well, answering FAQs is a great way to connect with your customers and you can update the answers when you need to. You can also deliver advice and instructional tips, with product explanations and you can dispel myths and provide more clarity around tough concepts.
Maybe, you own a pet store (life goals) – so writing a ’10 tips for new dog owners’ blog post that gives some sound advice that’ll keep on being useful and relevant for years to come is a good shout. Dogs + life = winning.
If you can keep a consistent audience and become an information source with longevity, then you’re nailing your evergreen content quota. *victory dance*
Remember that seasonal content is a strong idea too. Produce a few pieces of bedrock evergreen content that cover some of the main seasonal events throughout the year. I.e if you’re a food brand, create some Christmas recipe content which will bring guaranteed spikes in traffic every year….and so you can have an excuse to make the recipe every year and check it’s still edible, YUM.
What to do with your Evergreen Content?
When you start steadily creating good evergreen content, you need to make sure it’s visible to your users.
You need to consistently highlight your content. For example, you could:
- Position your evergreen content in a tutorial format on your website, so new users can start off with content that gives beginners tips etc.
- Use banners or sidebars on your site to highlight blog posts.
- Periodically promote or re-market older content.
- Repurpose your content across platforms.
- Create new social media campaigns that direct users to evergreen content.
What Lately can do for you…yep, you!
One of the best ways to leverage your evergreen content is to automatically bulk-schedule your evergreen content. This means that you’ll be able to repurpose it, promote it and boost its visibility with your audience on a regular basis.
Well, looks like you’re in luck.
At Lately, we’ve got a few features that help you to do EXACTLY this. And they’re quick, simple, hassle-free and perfect for all things evergreen content.
Oh, and we’ll save you loads of time too.
Our Automatic Social Post Generator lets you repurpose all of your evergreen content in an instant. You can choose when and how frequently content is posted across your social channels. We’ll automatically splice your content into pre-hashtagged and pre-shortlinked social media posts, so they’re ready to go.
And the Bulk Scheduler will automatically bulk-schedule your social media posts simultaneously so they publish in daily, weekly or monthly intervals in seconds – it’s completely up to you! So, you can bulk-schedule your evergreen social media posts and choose exactly when and how often you want them to re-run.
All of your evergreen content can be happily stored in your Content Library which helps you to organize it and search through it easily.
Don’t say we don’t treat you!
Of course we’ll help you to analyze your content and social media performance too, because we’re nice like that.
What does Evergreen Content do, exactly?
Armed with your array of evergreen content…you can take over the world muahaha. Okay, maybe not, but you can do these things:
- Continue to generate traffic for your website/blog/online store.
- Maintain SEO harmony and optimize your brand for search.
- Become a thought-leader and provide value to your audience.
- Start conversations and connect with your audience on social media.
- Keep driving your audience towards active sales funnels.
One of the key things to remember though is whoever you are and whatever industry you’re in, don’t follow the crowd. Try to put your own unique, sparkly spin on topics. Add a bit of pizazz and personality to your content to make it stand out.
Look at using or covering tops that have been neglected or there isn’t as much competition with. Research long-tail keywords that have decent leverage, but aren’t too populated.
It’s good to create content you want to last with beginners in mind, because you’ll have waves of new users who might not be familiar with your brand engaging with your content. Write with them in mind, so avoid using jargon or really technical language.
Keep your evergreen content up to date, refresh it every so often and make sure all your links etc are still working.