Why evergreen content should be part of your strategy
„Evergreen“ content or „sustainable“ content is a phrase that you may have come across before. The idea behind evergreen content is that it is always relevant and of interest for your target audience. Evergreen content therefore is not:
- Content that is seasonal. Example: “Fall’s hottest fashion trends”
- Content that focusses on trends. Example: “Top 5 strategic technology trends you need to know”
- Content that includes statistics or data that are likely to change. Example: “The rise in housing prices in Berlin”
In this post, I have summarized some key tips that you need to think about when pursuing this strategy, however before we start with those, here is an example of a piece of evergreen content “Petrol prices in Europa – Comparing European Countries”. The online graphic compares one liter of petrol (Super 95, Super 98 and Diesel) for all European countries.
Benzinpreise in Europa – Eine Infografik von TopTarif.de
Why is this evergreen?
Due to the fact that the prices that are included automatically update themselves every 10-14 days (The data is being pulled in from an external source and are therefore not static) this content will stay interesting and relevant for weeks, months or even years after its initial publish date.
Advantages of evergreen – content
There are many different advantages that come with this strategy, such as:
- The workload of creating new content becomes less, as evergreen content only needs to be written once and can be enjoyed by many different readers over time.
- Evergreen content can be promoted at all times and can therefore bring regular visitors, thus more traffic, to your site.
- By including this type of content in your overall strategy, you are establishing trust with your readers and increase the likelihood of becoming an even bigger authority within your industry.
- Finally, the more evergreen content you create, the more opportunities there are to for your readers to engage with your content, start discussions and ultimately increase your conversions.
How to win with evergreen content?
If you do not have the resources available to create interactive evergreen content pieces, there are many other content formats that work:
Encyclopedia-esque Entries such as”The Ultimate Content Marketing Glossary”
How-To posts such as “How to measure Content Marketing ROI”
Historical posts such as “The Evolution of SEO Trends over 25 years”
Resource lists such as “20+ Essential Resources for Improving Your SEO Skills”
Checklists such as the “61-Point Website Checklist to Avoid Pesky Content Failures”
Curation posts such as Jon Cooper’s “Link Building Tactics – The complete list”
FAQ posts such as Amazon’s FAQ section
Tutorials/Step-by-step posts such as Aleyda’s step by step post on “How do to a mobile SEO audit”
What is important here, is that you market your evergreen content the right way – I am not just talking about sharing it through social media platforms such as Twitter and Facebook (Do not forget LinkedIn if the topic is relevant!) but another great way of getting your content noticed and leading your visitors to it, is by including a link to the post through a “top posts” or “most read” section on your blog’s side bar or perhaps even home page – if it is relevant enough and all about the product or service you are
#2 Add value
Then of course, if your content is text and image-based – see if there is a way to offer something else, something that your readers can actually download such as:
a downloadable e-book
a free PDF
or in the case of the example shown above, an embed code
#3 Make it mobile – friendly
It is important (regardless of whether you are creating evergreen content) to ensure your website is mobile – friendly, as it is no surprise anymore that mobile media is now greater than desktop and other media (Smartinsights, 2015) for most industries. Besides mobile – friendliness, don’t forget about responsive design either. For those of you who may not know, responsive design is design that responds or adapts to the viewing environment, based on the size of the screen it’s presented on. Design elements, text and images adapt via CSS and therefore automatically changes to fit the device you’re reading it on.
We do not want to force our readers to have to adapt themselves when viewing content on their mobile phone, but want to give them the best experience possible.
#4 Update it
Even the best evergreen content may need to be updated every now and then, so always be on the look out and see if there are any other developments or new statistics on the topic that would make a good addition to the content. When you do so, include this update in the content so your readers know when the content was last updated.
The advantage of the petrol – price graphic is that the data is automatically updated, however even this may not stay relevant forever as we may need to, in 20 years’ time or so, start thinking about electricity prices 😉 (e-cars)
#5 Make sure the content is optimized
Before you start creating your evergreen content, think about what title you want to give it and look at how much traffic you could potentially generate with it (use the keyword planner tool). Focus on long-tail keywords as this will improve your chances of getting ranked. Also, read through the post once its ready and see if there are any other opportunities to include keywords and links to the other pages you would like to rank for.
My suggestion is not to solely focus on creating evergreen content, but to have a good mix of both evergreen- as well as timely content that focuses on trends and/or news related topics. If you do this right, it will bring in sustainable traffic, increase the authority of your website and ultimately help to generate more leads.
Do you have any other tips, experiences or ideas with creating evergreen content? Share us your thoughts below in the comments!