Evergreen Content: Everything You Need To Know
Evergreen Marketing Definition
Evergreen content is content that keeps its relevance. This means that a person who saw your content as soon as you posted it will find just as much value out of it as a person who saw your content a week later, or a year later, or even a decade later.
Benefits
Evergreen content, of course, gets more long-term engagement than other types of content. But what does evergreen mean in business? Here are 4 benefits you should consider as you wonder whether evergreen content is worth it or not:
Search engines will see that you are creating relevant posts that search engine users will value and, as a result, they'll higher your ranking. This means that when someone types in a keyword that your post uses, they are more likely to find your post over your competitors.
A higher ranking also leads to a better SEO, which in turn leads to more website traffic. A combination of trust people put into a search engine's ranking and a desire to complete their search as soon as possible means that people will click on your website when they see it suggested to them.
And the reason why businesses love website traffic is because website visitors often convert into leads. If a person reads your posts and likes them, they will view you as an authority in your industry - and will trust you enough to consider using your products and services.
As you gain more leads, you build your brand. This means that these leads will provide you with experience, with testimonials, with product and service reviews, and will also share your posts with other potential leads.
What Doesn't Count As Evergreen Content
Now, to get you started on creating evergreen content, you should first know what it is not. The content I'm going to list below is great for temporary engagement, but this engagement will start to dwindle as your post (and the subject behind your post) becomes less relevant. Remember that including any of these bullet points either in the title of your post or somewhere in the copy will instantly date it to a specific moment in time.
Breaking News
Statistics
Post About Events
Trends
Celebrity Gossip
Seasonal Posts/Holiday Posts
Note: this doesn't mean that any of the above post types shouldn't be created! They are all great ideas and offer you a ton of temporary engagement if done right.
Types of Evergreen Content
Since you know what evergreen content is not - it's time to know what evergreen content is. This list is long, so get ready:
About Us: every business should have an About Us page or About Us posts because customers/clients like to know who they're supporting. Share how your business started, your mission, your core values, and your team.
Testimonials: new people seeing your business want to hear from others like them that using your brand will offer them a good experience. Find the best testimonials people created for you and feature them!
Product/Service Reviews: this type of content will be evergreen as long as you are selling this product/service. Compile reviews or share them individually on social media.
Frequently Asked Questions: if people have been asking the same questions about your business for years, create a page for them to get their answers from you instantly. If someone had these questions before, it's likely someone else will have these questions later.
Terminology: if you're in an industry that uses terminology many people aren't familiar with, it's great to develop posts defining these terms in ways they can understand.
Educational: educational posts are one of the best ways to receive engagement - both short term and long term. Share something many people don't know about your industry or business. This can take form in a regular post or even in an infographic.
Tutorials: there are beginners in every industry. Help them through whatever difficult process they might encounter.
Lists: everyone loves lists. They are informative, but they make the information easy on the brain. Make a list of useful tools, useful books about the industry, great articles to review, or whatever else you think is important to share!
Tips: have tips to find success? Definitely share this - if you find it useful, then others will, too!
Experience: people value stories about your business from other customer/clients; and they also value stories about your business from you. Tell them about your achievements, about how you found success for a customer/client, and about how you persevered through any difficulties.
Behind-The-Scenes: similarly, tell stories about the less dramatic moments. Show them your teammates, show them how you all spend your free time, or show them something else that will put smiles to their faces.
We warned you that this list was long! And we hope something on the list inspires you to start writing!
Best Practices for Creating Evergreen Content
Here's how you can boost your chances in creating successful evergreen content:
Use Keywords: your post will be more likely to be found over time if you use words that search engine users are also using.
Create Great Visuals: we don't just mean capture amazing photographs or spice up your screenshots. We also mean that the content of the post should also be visually pleasing to readers. Remember to use white-space, to write clearly and concisely, to add bullet points and bold words, and have a lot of headlines and sub headlines. In other words: break up your content so it's not just one long paragraph.
Share Your Sources: you want people to trust your word, and this requires listing where you got your information.
Update Your Evergreen Content: evergreen content shouldn't need to be updated - but no one is perfect. If there are things that have changed over time, go back to your post and update that information.
Write for Beginners: this will make digesting your post easier for everyone. Beginners will appreciate the clarity, and so will seasoned readers. No one likes reading with a dictionary on the side.
Need More Guidance?
If you need more guidance with your social media, brand, or website, we are happy to speak with you about it! Schedule an appointment with Owner Jamie by clicking the button below:
