Creating Evergreen Content

READ  •  2021

Content strategy

In its simplest form, evergreen content is content that will stay relevant and valuable for a long period of time, no matter the season or what is currently in the news – like “how-to” guides, tutorials, and case studies.

 

Photos by Pauline Boldt.


Starting Evergreen Content

When deciding on a content strategy for your business, you want to ensure a portion of evergreen content is included. Having a plan of what evergreen content to create can save you valuable time and offer room to post more timely or seasonal content around it. However, your focus should be on having the best information based on the searcher’s intent when it comes to creating.

An excellent place to start is looking at the top webpage results for the same content you’d like to create – this helps structure your content around what will get the most web traffic. Then, look at the language and SEO keywords these pages focus on.


Things to Consider

Now that you have great written content and had an in-depth look at SEO, it’s time to consider how else your evergreen content can rise to the top of searches.

Internal linking is a great way to get viewers to interact with other content on your site. For example, if you write a how-to guide on searing salmon, an internal link could lead to another page on your site where you sell the cookware you used for the guide.

External or outbound linking is when a page on your site links to another page on a different domain (aka links from your site to someone else’s). You may be thinking, why would I want a user to leave my site and look at someone else’s, but the reality is that external linking helps add depth and timeliness to your content by providing the user with extra knowledge, especially when writing about a complex topic.

You also need to think about how you’ll promote your evergreen content. Email marketing is a great way to get your content directly to who you want to read it – and to people who have said that they want to hear from you. In an ideal world, you’d be able to hit publish and have your target audience interact with your content. In reality, you need a solid promotional plan, so the right people find your content, interact with it, and share it.


The Bottom Line

Evergreen content saves you money, time, and resources if done well. Since the content requires less frequent updates, you can focus your efforts on more timely matters of your content strategy. Evergreen content is a fantastic way to assist your businesses’ continued organic growth.