September 7th, 2016
Hint: It’s not a map to a forest 🙂
In our world of #hashtags and 24/7 news feeds, it’s not surprising that trending topics appear to be the dominantly shared and talked about content type. Who wouldn’t want to tie a newsworthy event or social media phenomena back to their company? However, let’s not forget about evergreen content. Evergreen content is timeless, relevant information that will provide value to the reader for years to come, making it a valuable tool in your content marketing toolbox. Let’s learn a little more!
For those of us who aren’t up to speed on our botany, evergreen trees are named such because (you guessed it) they stay green year-round. Evergreen content is similar in that the information covered will always be relevant information. To those unfamiliar with content types, evergreen content might seem redundant. After all, shouldn’t all published content be important for readers, all the time? Not necessarily.
We’ll use our Main Path Marketing content as an example: As a marketing agency, one of our content goals is to educate our clients on the importance of SEO. We produced a blog post titled “SEO Steps to Take When Creating a New Website”, because SEO is an important concept to keep in mind when creating a new website, or even a new webpage — and will be for a long time to come. We also published a post about a Google algorithm update. While this second post could attract seasoned SEO experts, the article will become outdated the moment another algorithm update is released.
Evergreen content is comprehensive, meaning it elaborates on a subject to become something of a guide or go-to resource. In other words, evergreen content is meant to be long-form, something of value that readers can come to time and time again. Our article about SEO for new websites is an online resource broken into three sections that discuss different aspects of SEO. Another option could be to create an e-book that readers can download and save on their computers. Lists, product reviews, and how-to videos also serve as great evergreen content formats.
Of course, just because evergreen content tends to be explanatory doesn’t mean it should be dry and technical. In fact, to grab your audience’s attention, your content should have a conversational tone that’s relatable, yet establishes your authority on the topic.
It might seem a bit counterintuitive that explanatory content might yield higher views and conversions than trending content. However, if you review your website’s top-viewed blog posts and pages, you’ll likely find they cover timeless and comprehensive topics. Why? Because people are most likely finding your website’s content through search engines, which brings in the importance of SEO. Longevity can help your content rise in the rankings, especially if the content is related to highly searchable keywords. If we take our SEO article example, we can see how over time, as more people search for keywords like “SEO basics’” or “understanding SEO,” our article rises in the ranks.
Though it isn’t the only purpose, you should do all you can to maximize the sales potential of users visiting your evergreen content. Minor changes, such as updating call-to-actions and adding hyperlinks to new sources can keep evergreen content fresh and make viewers more likely to convert (e.g. subscribe to a newsletter, request more information).
Evergreen content should never be at odds with trending content: both play important roles in your content marketing strategy. Trending content should link to your evergreen posts, or have a “related articles” section at the bottom of the page. Just like a beautiful landscape features trees of all shapes and sizes, your content marketing strategy should feature a variety of valuable content types — evergreens included! Now, it’s time to tend to your website’s landscape and plant some evergreen content for users to return to time and time again.
Author Bio: Maria Watkins is a Content Manager at Main Path Marketing. She enjoys all things content marketing: strategizing, editing, researching, and of course… writing! If she’s not lost in a novel at a local coffee shop, she’s running, yoga(ing), or crafting creative content of her own.
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