Content marketing is an effective source if you want to attract and retain an audience, especially for a business or a website. It involves creating and sharing data online, through blogs, images or videos that may not directly promote a brand or business but will indirectly stimulate interest in those brands products or services.
When valuable and meaningful content is distributed to catch the eye of a distinct audience, then the first step in content marketing is complete. This process will then try to retain the audience and convert them into the business’s customers.
The reason for content marketing is to generate an audience and customers. And if the content that one market is evergreen, then the efforts will probably pay off more.
What does evergreen mean?
The definition of evergreen means something that always remains fresh and popular. Basically, denoting something that doesn’t have any expiry date or is everlasting. In business, an evergreen niche is something whose appeal is not dependent on any trend, and it doesn’t have an expiration date. In an evergreen business in the web space, the conversion action and sales funnel require very little maintenance and are almost automated.
Another example for the term evergreen is an evergreen provision in contracts through which the contract renews automatically after the expiry date. After going through the above information, it is clear that evergreen involves being timeless.
What is evergreen content?
Any content that businesses write and upload may or may not prove to be valuable for the target audience. Some content becomes obsolete or old and irrelevant with time. In such cases, new content has to be created and uploaded to retain visibility online.
The best solution here is creating evergreen content. The content or articles will have to carry the same value, even if time passes and still be able to attract online traffic at the same rate or a better rate, years from now.
Examples of Evergreen Content
Content that tends to stay evergreen includes:
- Practical posts, with a topic like “How to make friends quickly?” or “How to multi-task effectively?”
- Informative or educational posts like “How to use SEO effectively?”
- Research related or statistical posts of reference – “How Millennials are affecting the workforce?”
- Posts are offering lists or resources – “The ultimate list of statistics for marketing.”
- Content or articles that answer questions – “Frequently asked questions on packaged food.”
Tips to create evergreen content
Before talking about ways through which one can create evergreen content, there are a few questions that must be thought about.
- If the subject matter has the potential to be evergreen?
- If it seeks to establish authority or answer a question?
- Does it relate to news or trends and can it be written in a way that gives it longevity?
- If the introduction and title are informative as well as descriptive for the target audience?
- Is the piece long? And if yes, then is it organized well with bullets and sub-headings?
- If the keywords are reflected in URLs, texts and tags?
- If there are internal links and linking back of articles?
- If the content talks about a specific niche or if it needs different verbiage to stand out?
Evergreen content may require a little more effort than normal content as it needs to appeal to visitors even in the future. To have an effective marketing strategy that stays effective tomorrow as well, you need SEO friendly content that is qualitative and relevant. In short, you will need content that people can come back to year after year.
That means you would require intense research to find things that talks about fundamentals, answer customer’s query and solution to the common problems, etc. Following are some tips that can help you create unique evergreen content.
Choosing a topic
The topic you choose needs to be considered carefully so that it can qualify as evergreen. If your business sells sofas and beds, then you can write about the new trends and styles, but they will not be timeless. An article like “Simple home remedies to remove stains from your couch” will be timeless because every time someone will look up for the tips to remove stains from their couch, the methods would remain the same and can be done with simple things available at home making your content useful for the reader every time they read it.
Focus on the needs of the readers. Your content becomes more valuable if you choose topics that are citable. Additionally, consider the popular articles on the subject, examine the headlines common for it, inspect the existing content on the internet and identify topics that have been poorly written about.
Conduct research to write on new evergreen content. You may be experienced in content writing, but it is not possible to know absolutely everything in your niche. A well-researched post with references and citations is considered more trustworthy than personal opinions.
Original research will make your content stand out, getting you citations and backlinks. If the research information changes, come back to your article and update the stats to stay evergreen.
For a good article, selecting the correct and appropriate visual is important. Although making that decision is not easy. Ours is a visual world, and the success of platforms like Pinterest and Instagram depicts the value of images.
For example, if you are writing a tutorial then using screenshots is very effective. You can subscribe to stock photography, a repository of open images or create your designs to create effective content.
Content in line with Brand
The content you create must be in line with the voice of your brand. This is crucial, as an evergreen content that focuses on your brand will help you in growing the business. It will help the visitors and the target audience in remembering your brand and associating your brand name with great content.
So, if your business is selling cameras, then an article about fixing mechanical toys will not be helpful. Instead, articles on travel, vacation ideas and the like will boost your visibility.
Updating the content
Once written, you may need to update the articles occasionally. Posts including statistics and studies may need change, based on future developments. If you want to stay relevant, its best to update these to continue to attract and retain the correct audiences.
Evergreen content is very effective for content marketing in the long run. The bounce rates are lower, and people remain on the site for longer. It builds authority, can be repurposed and brings long-term value to a business.
For that matter, digital marketing experts provide great help by examining the most searched keywords for a given niche and can further help you strategize content for any business.
If you are looking for a good New York-based digital marketing agency to plan out your content and SEO for getting your ranking up on the internet take a look at what Break the Web has to offer at www.breaktheweb.agency/new-york-city-seo/. The SEO agency can give you one step solution for all your marketing queries and offer 100% transparency and real-time data analysis to help you understand the scope of success for your online presence.