How to Write Evergreen Content
Small business owners and entrepreneurs who promote thin content are seriously underestimating their audiences. These days, creating in-depth relevant content is not only necessary; it is required. In-depth relevant content ranks better in search engine results, allowing its creators to improve their online presence, boost conversions, and gain superior social engagement and authority. If you write evergreen content, it helps you achieve these goals and reap their benefits for a longer period.
In this blog, I explain evergreen content, discuss what question you need to ask yourself if you are the one responsible for publishing content in your company, give three keys to creating evergreen content, list resources for both evergreen and non-evergreen content, and give tips on how to share it. I hope that after reading this blog, you know how to write evergreen content for your website and blog and that you increase sales accordingly. I know I have.
You want to write evergreen content, but what is it?
Many definitions exist, but they all boil down to one thing: evergreen content is quality, useful content that is relevant to readers for a long period of time (I have taken this definition from Kevan Lee). This quality content means something to a visitor who found the post the day it was published and to one who reads it six months later. The draw of evergreen content, as Moz.com puts it, is continued, sustained success.
Lee explains: “Couple amazing content with timelessness, and you start to see the value of evergreen. Traffic, engagement, and conversions do not just peak once and then trail off. They grow over time. The timelessness of evergreen content ensures that it stays relevant. The high quality of evergreen content ensures that it gets traffic.”
Write evergreen content: will people read it a year from now and still think it is interesting?
That is the big question you need to ask yourself if you are trying to write evergreen content. If you plan to incorporate evergreen content into your strategy, you have the advantage of being proactive and setting your content up for sustained success. Evergreen content must hold its relevancy over time, or else it risks losing its value.
Three keys to creating evergreen content
In addition to asking yourself whether your content will still be relevant a year from now, there are three keys to creating evergreen content. They are listed below, and they are a mix of information by Lee and Ramsay Taplin.
Be the definitive source.
Your evergreen post will be the ultimate resource for the topic you cover. Be thorough and be complete. Spend more time on it than you would a typical piece of content.
Write for beginners.
As a blogger, it is tempting to aim your articles at people who are at the same experience level as you. It is natural – you want to share what you are learning as you yourself grow and mature. It can be a big mistake though. Almost all of the people reading your blog are just starting out in the particular topic that you are writing about. Experts are less likely to be searching for help. With this in mind, it is important to avoid showing off your expertise on a topic by talking over the heads of your audience. Avoid technical language and complicated terminology.
Narrow your topic.
Making your posts too wide-scoped either means there is no originality to the article or that it is such a big topic that the article always feels unfinished. Specific topics are easier for readers to grasp and stick with, and specific topics are easier to write. When possible, you can string together a handful of narrowed topics into a series.
Evergreen content resources
According to Lee, “as long as the content serves the purpose of timelessness and quality, the post itself can take virtually any form.” However, some content post types seem to work best. This list is a mix of Lee’s post and Julie Joyce’s post.
- How-to posts and tutorials
- Historical posts and origin stories
- Encyclopedic posts and informational posts
- Resource lists of curated content / Top tips
- Answers to industry FAQs
- Yearly posts that can be updated
- Posts that track something
- About us pages
There are many blogs out there that offer more or less the same ideas. Here is mine: Need help with evergreen content? Here are 15 ideas! I also wrote The Ultimate Guide to Evergreen Marketing for Entrepreneurs and Why Would You Choose Topical Content Over Evergreen Content?
Non-evergreen content resources
Of course, there are some content post types that are not evergreen at all. Even though they lack the longevity and timelessness of evergreen content, they could still serve as helpful articles in a content plan.
- Data and statistics
- Speculation and opinion
- Event-specific content
- Breaking news
A special exception to the event-specific content is seasonal content. Yes, it only attracts an audience once a year, but that could be every year. That is if your content is appropriate. As Julie Joyce explains it: “A piece of content on why we should boycott the 2014 Winter Olympics is no good socializable material in June 2014. But a post about the history of the Olympics could be great evergreen content.”
How to share evergreen content
Lee lists three ways to share evergreen content:
- Promote evergreen blog content on social media.
The benefits of reposting content are 1) more traffic, 2) hitting multiple time zones, 3) reaching new followers.
- Create an evergreen hub on your site.
This hub can take many different forms, such as a “Start Here” page, a menu link to training guides, top posts widget in a sidebar
- Link to evergreen blog content in other content.
Linking to your evergreen content from within regular blog posts and other places on your site is good for building traffic, promoting pages, and boosting SEO.
What can I do for you regarding evergreen content?
If you have written quality, useful content that is relevant to readers for a long period, it would be a waste to have it in one language only. For continued, sustained success, it helps to appeal to readers from other countries. Keeping your content in one language is a barrier to that. The more languages you have your content available in, the more people can or want to read it. I am the owner of Dutch translation agency BudgetVertalingOnline, which offers affordable translations English <> Dutch. Therefore, I can help you if you want to reach a bigger audience. Would you like to get in touch? Send me an email (firstname.lastname@example.org), send me a Tweet (@GdenHolder) or fill out the quotation form.
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