When we talk about evergreen online marketing, the question remains, what is it and how can I use it to improve on my content marketing? The puzzle is hard to answer if you’re a beginner and as a result, in this article, we aim to offer you some help. We shall discuss the best formats for evergreen marketing as well as ways that you can use it to promote your business or brand through content marketing.
What do we mean by Evergreen Content?
As the name implies, evergreen content is a search engine optimised content, which stays fresh and relevant to the target readers for a long time. What makes Evergreen content differ from other online content is the fact that it remains relevant past its publication dates. At the same time, it maintains traffic growth over time.
Popular Evergreen Formats
When you want to create evergreen content, you can decide to generate one in these formats;
- Product reviews,
- How-to-content and
However, it’s important to note that having your setup in these styles do not guarantee you that the content will be evergreen. What these formats do is try to lend them to appear more of evergreen writing in a better style than other formats. Take an example of an instructional video that provides essential information on the process of changing car tires in comparison to a less useful video. The first case video will tend to last longer and continue to generate more search traffic to the website.
Having understood some formats that you can adopt when creating an evergreen content for your website, how then do you put them into practice? Let’s have a detailed discussion on ways through which you can utilise these formats;
How to Make an Evergreen Content
There are some ways that you can consider making your article or blog evergreen and these include;
- Continuously answering regular questions asked by your website users or personas,
- Making clear explanations to the users about industry concepts that are confusing to article readers,
- As an expert writer, consider explaining industry concepts such as “how to” tips as well as giving essential advice to the users.
Some Examples of Evergreen Content
Making your article or blog evergreen is not a walk in the park. Some examples of article contents that we can consider evergreen content include:
Tips to Providing Good Care for the Elderly: How to offer care for seniors in homes is a popular search on the internet. Content-based on these topics are fun to read and instructional and therefore will stay relevant for long.
Essential Steps to Social Media Marketing: For new website owners and online marketers, such information is very crucial and valuable. As long as you have a detailed and simple to read and understand content, the readers will find the content relevant for an extended period.
10 Ways You can Enjoy A Hot Spa: When it comes to the colder months of the year, this will be an article on demand. It’s seasonal but will always stay viable when needed.
The above examples do not mean that you should write a similar topic for your website. You should create content that complements with your target audience. As you try to create an evergreen article, you’ll learn that most of the industry most popular topics got discussed many times. But this doesn’t mean that you cannot create an evergreen article. For you to generate one, you should consider to bring in your unique spin to your topic of interest. Make sure to include long-tail keywords with a significant amount of traffic and with less competition. With such content, your content can appear more valuable and will have better chances to get a higher ranking in the search engine results.
Bad Ideas for Evergreen Content
When you consider writing an evergreen content, there’s a possibility to write something which is not ideal. As a result, it’s okay if we look at some texts that aren’t evergreen content. Knowing about such writing helps you to learn more about what is evergreen content. Therefore the following pieces will not be part of evergreen writing at any time;
- Current trends in fashion and clothes,
- Statistics and data reports that go out of date in a short time,
- The news articles,
- Current trend and pop culture articles.
Such articles tend to expire after some days or a few weeks. On the other hand, evergreen content will not have an expiration date. Take an example of an article that talks about this year’s general elections. Such text will be marketable in a big way, but after the campaigns and elections are over, they expire. As a result, you can’t depend on the article to drive more search engine traffic to your landing page. We cannot, therefore, consider such a text as evergreen.
Tips to Consider in Writing an Evergreen Article
I’m sure that you can now tell which writing is evergreen and which one is not. You can also decide which formats will work best for your target audience. But how do you go about making sure that you have the best content for your website? Let’s look at some tips that you can employ to create an evergreen content;
Choosing the Right Keywords
Even if you create a long lasting content, and people aren’t searching it in the search engines, the content will be useless. You want to create something that will have a better ranking on the search engine results. One way to do this is to include long-tail keywords in your writing. As a result, this will call for extensive keyword research.
Your SEO ranking should always be at the top. After getting your keywords, you should consider using the best SEO practices that will help with on-page optimisation. You can add the alt texts to images, or add the keyword in the title, throughout the body and the URL. However, you should focus not to stuff your keywords. Another way to improve your SEO ranking is to hyperlink related articles with your content. However, you should only consider pieces that are evergreen.
Write Your Content for Beginners
If you want to create the best evergreen content, you should consider writing it for beginners. Remember that, experts aren’t likely to be searching for ideas on broad topics and therefore writing content for such an audience is not helpful. You want to consider a large, reoccurring audience the reason why you should consider beginners.
Make it Flexible
If you’re going to make your article evergreen, it should be possible to spin the article and come up with an article serving a different purpose. You should consider making the content reusable in various formats that we outlined earlier in the article.
Don’t Use Technical Language
Keep in mind that you aim to write something for beginners in digital marketing. Therefore, you should consider using a language that beginners will find easy and simple to understand. Using technical writing can be confusing for users and results in poor SEO ranking, and therefore you should try to avoid using technical terms as much as possible.
Is Evergreen Content the Way to Success?
If you thought that everything you create should be evergreen, you’d get lost. You should consider timely-topical pieces which are also very important. The thing to note is that these pieces are instrumental when it comes to short-term marketing campaigns. Such is vital in times when you aim to drive more traffic, and quality leads to your website in a short while. Therefore, if you want a successful digital marketing strategy, you should consider combining both the long-lasting evergreen content and timely-topical articles. In such a way it’s possible to run a successful campaign.
Don’t Post and Forget the Evergreen Content
If you post the content on your site and wait for results, you’ll get a disappointment. Instead, you should consider making necessary efforts to highlight any valuable evergreen content. In such a way, you make sure that the visitors can easily see the new content and have access. And this is the way to make your evergreen content helpful. But how can you do this?
- The first step is to highlight the evergreen article in the sidebar or a banner that is on your website landing page,
- Create training guide pages on the site for the beginners. Such pages will help the newbie to quickly point out on the “How to” procedures and terminology writing,
- Use all your social media platforms to create awareness of your evergreen content. You can include links that send the target customers to your website,
- Reposting of the most popular evergreen posts, you will be of great help. Make some updates and re-run them as this will help you to reach a larger audience,
- Creating a “Start here” page will also be ideal as it helps your new website visitors with all the basics as well as the necessary tutorial content.
What matter here is the fact that you highlight your content and then give it a chance to shine.
Constantly Update Your Content
As said earlier, posting and highlighting your evergreen content will not give you all the results you want. You should always remember to keep the text up-to-date by doing regular updates. Consider researching on new articles which you can hyperlink, and include recent finding and developments. In addition to this, it’s worth noting that, regular updating of your content will help maintain or improve your SEO ranking. Research shows that, regular updates on your content help to improve the ranking of your content. However, we advise that after updating your content, consider promoting it as a new article on your website on social media platforms.
How to Track Your SEO Ranking
There are some tools that you can use to track your content ranking in the search engines. However, we recommend that you use the Ahrefs position tracker. The app will tell you the classification of your content, and therefore you can quickly decide when to update your articles. Using the app, you can view weekly digest email and can tell which pages need some changes.
It’s good to keep in mind that, new content gets created daily. Some of the newly created articles will compete for the same keywords that you have in your writing. As a result, there is a possibility that the new content will have a better position than yours if you fail to do the updates. Note that always pushing out fresh content will help to maintain a higher ranking and therefore make your article easily found.
Things to Consider When Updating the Content
When you want to update your content, you should always keep these facts in your mind;
- The Tone: Consider using a timbre that is friendly, with professional advice and very approachable to the readers.
- Employ Clarity: Your article should have a continuous flow of ideas without the presence of complex thoughts.
- Usefulness: You should always make sure that updating can make the users take immediate actions.
- Ease of Sharing: After updating your content, you should make sure that readers can share the content on their social media accounts without many challenges. It also should be simple to share using the sharing apps. Such will help to create more traffic on your website.
Additional Evergreen Article Content Ideas
As said earlier, creating evergreen content is not such a simple task. There’re possibilities for you to get stuck in the process of deciding which format to adopt. As a result, I would love to give you more forms that you can consider when you get to such a situation. Remember that, creating evergreen content for your business or website should be an ongoing goal. Therefore, you’ll get familiar with most of these writing formats which include;
- Do original research,
- Consider case studies about “What Went Wrong” about situations,
- You can also find the already successful case studies,
- For advanced users use the “How to” formats
- The “How-to” checklist style
- Resources list
- How to go about choosing the perfect products,
- “How-to” style for beginners
- How to get something done over time,
- “Greatest of” style of writing,
- The best books on specific goals format,
- Lists of the best free or paid online tools,
- Lists of common mistakes in a specific industry,
- Products history and reviews,
- The “Everything you need to know about” writing style,
- The best and worst methods towards achieving something, and
- A complete guide on a topic about a specific field format
Now there it is a detailed article on what evergreen content is, and how to make use of it in your field of business. Consider knowing what it entails and what it doesn’t. Also, look at the different style formats that you can adapt to your writing. When updating the contents, consider the points to keep in mind for you to maintain a top ranking. I hope you find this article helpful regarding content marketing.