Make the most of your content marketing strategy by going green—evergreen, that is! Evergreen content remains topical and relevant for a long period of time, so it retains its value and can be used in a many ways. This type of content can be explored in a variety of formats – blogs, videos, listicles, infographics, whitepapers and more – that aim to captivate your audience with timeless topics. The goal is that the content will have a lasting presence, while connecting with your audience and maintaining relevance over time.
Keep reading to learn the benefits of evergreen content and tips for creating it!
Benefits of evergreen content
Evergreen content is extremely valuable since it can continue to deliver results for years. Here are some benefits of this content marketing strategy:
Has a long shelf life – As mentioned above, evergreen content can be interesting and relevant to your target audience for years. This means that the investment in creating a well-structured evergreen content piece will pay off. It also means that you can revisit this content when needed for social or other platforms and it will hold up over time.
Saves time in the long run – Since pieces can be revisited and promoted in a variety of ways, creating content that is evergreen can save time in the future. It can also provide the backbone for social media content, promotions, media relations and more. Similar to pillar content, evergreen content can be broken up and used numerous ways.
Drives traffic long after creation – Since this specific type of content endures, it will continue to drive traffic well after it’s been posted. For example, an evergreen blog can bring in traffic to your website and help customers through the sales funnel, and an evergreen video might help your target audience find your YouTube channel. It will continue to connect with your target audience after its debut.
Tips for creating evergreen content
Ready to get started? Check out these tips for creating this style of content:
Select the right style of content – Examples of content that can be considered evergreen include how-to’s, product reviews, listicles, blogs, video, infographics and other formats. Be sure to select the right style of content to connect with your target audience.
Answer common questions – To guide prospects through your sales funnel, be sure to answer common questions to attract interest. Frequently asked questions will be searched, so answering these with your content can help your ranking and connect with customers.
Embrace SEO – Speaking of ranking, be sure to follow search engine optimization (SEO) best practices when creating your content. Include keywords and phrases to help your piece get delivered at the top of the search results.
Promote your content – Don’t forget to maximize the content you create. Content, whether it’s time-sensitive or evergreen, will only work if your audience knows it’s out there. Invest in media relations to promote, share on your blog, boost it through social media, include it in eBlasts/eNewsletters and run targeted ads. Remember to evaluate and measure data to determine performance. This can help you adjust for your next round of content creation.
Evergreen fresh
Evergreen content is a great addition to any content marketing strategy. It has incredible potential to stay topical and relevant for years, can be revisited for numerous marketing needs and helps drive traffic to your brand long after creation. By creating a style that will speak to your audience, answering common questions, incorporating SEO best practices and promoting your piece, you’ll make the most of your content strategy.
Developing content can be time-consuming and requires strategy. Need help developing evergreen content or just with content marketing in general? Reach out to Beyond Fifteen!