For each new web page you create, the chance for more customers to find your business online increases. That’s why building up a library of useful, engaging and thought provoking information will continue to help businesses be found online.

But its not just as simple as slapping a few words on a page and hitting the publish button. Not all content gets noticed, especially content without a purpose. It will long disappear into the depths of cyberspace. That’s why it’s important businesses have a strategy when creating their content, and part of that strategy should include evergreen content. You mean, content relating to evergreen plants and trees? Well maybe if your business is a nursery, but not exactly. Let me explain…

 What Is Evergreen Content?

Evergreen content is that which remains useful over time, and doesn’t ‘expire’ or be related to time in any way. It may be simple information about how to do a certain task, an explanation of certain that someone outside the industry would be wanting to searching for, and many other questions that need answers.

 Why is Evergreen Content Good for SEO?

Building a library of evergreen content is a solid SEO strategy as it will remain topical for a long period of time. This means there will be plenty of web users entering searches related to the topic, and this can bring a consistent stream of traffic to your website instead of relying on paid search, sponsored posts and other paid internet marketing initiatives. Especially if your business fills a specific niche, evergreen content can be particularly lucrative, as there is likely to be less competition from other content on the web.

Another benefit of evergreen content is that because it has no time limit it is useful for sharing numerous times of social media and can be repackaged for email newsletters. Many businesses already have information for customers in the form of brochures, welcome packs and other informational material that helps in the buying process and product research stage.

Other benefits of evergreen content include:

• It can reduce your blogging workload. With an evergreen content strategy you can write fewer posts, but posts that get more mileage.
• Evergreen topics easily feed into a larger information hub, and provide internal linking opportunities, strengthening on-site SEO.
• It leverages ‘beginner traffic.’ In all industries and niches, there is someone who is just beginning to learn about the subject area. Grab their attention early, and they’ll likely remember you for more advice or when they are ready to buy.
• Useful posts can gain natural links from other sites who are keen to share the resource with their readers.

Types of Evergreen Content

This very post is an example of evergreen content. Why? Well, for the foreseeable future, the concepts of evergreen content are not going to change. Evergreen content may require ‘pruning’ – i.e. slight updating or changing of info but the essence of the information will remain the same. This differs to news articles, seasonal information, new trends and other time specific posts.

When it comes to subject matter, there are some topics that are as timeless as The Sound of Music. These include money, love, parenting and family topics, relationship and career advice, and tips for pet owners. The important thing is that the topic somehow relates to your business so it can provide a natural sales funnel and relate to how your business may be able to help your reader.

Some examples of evergreen content formats include: 

• How to posts – i.e. How to choose the best block of the land to build on. This would be suitable for a business in the home building or property industries.
• Frequently Asked Questions. A list of frequently asked questions relating to your industry. If the answer is lengthy, these can make their own posts. E.g What is SEO, what is asset management,
• Step by step instructions on how to do a specific task. E.g how to change your air conditioning filter for an air con company.
• Curated Lists. A selection of different resources to help your reader find a specific product, or to find a certain place. E.g. Best places to find second hand books, German pretzels etc.
• Glossaries and Definitions.

 What to remember when cultivating evergreen content

To set your evergreen content apart from other businesses that are likely to be posting similar information, it’s important to spend the time or make the investment to ensure it’s created properly to provide maximum value. This means in-depth answers, information backed up by research and real life examples, and quality writing supplemented by images, videos, graphs and other forms of rich content. Quality content builds trusts, gets shared, and develops new business leads. Thin, poorly written or copied content that is otherwise well known or is easy to find is often ignored.

Its also a good idea for evergreen topics to be given additional prominence on a website. Because they are likely to answer the fundamentals and be useful for prospective customers, being easy-to-find will help them avoid being buried in a blog food. Consider removing the date on evergreen posts, and posting them in dedicated area on the website so they can be easily found by visitors.

The benefits of worthwhile evergreen content are here to stay today, tomorrow and well into the future, just like the content itself. That’s why developing evergreen topics should be at the centre of every businesses content marketing efforts.

Contact WORDS THAT WORK for help devising an evergreen strategy for your business and evergreen blog writing that will provide green shoots to help grow your business now and into the future.