Content marketing is a comprehensive strategy that helps marketers reach customers with the right type of content at the right time. The process involves choosing the target audience, the type of content to be developed like articles, blogs, videos, posts, infographics, etc., how to create the content (inhouse or outsource) and which online platforms to use to distribute this content.
Another important decision that needs to be taken by marketers is whether they want to create content that:
- Caters to the immediate needs of the customer, the latest trends and gets you immediate but short-term eyeballs (like the ice-bucket challenge, or ‘How it started and How it is going’ memes trend) or,
- Create something that has a longer shelf life, i.e. evergreen content.
A great content strategy is a little bit of both. Let’s understand and learn more about the latter, evergreen content.
What is Evergreen Content?
It is a content type that has a longer shelf life. It stands the test of time and provides valuable and relevant information long after it has been created. Basically, it never goes out of fashion.
It is just like your favorite old classic movie or sitcom that is still entertaining, and you keep going back to it every time you need some entertainment.
This doesn’t necessarily mean you don’t go back to it and update the content. In fact, updating old content is a great way to keep the SEO juice flowing.
Types of Evergreen Content
Depending upon your company’s offering and your industry type, evergreen content can include.
- FAQs: FAQs answer questions that are regularly asked by the customers to your customer care or your sales team. These can be uploaded on your site for easy reference and to reduce dependability on your customer care team.
- How-to tutorials and reference guides: Guides and tutorials like how to set up a blog, how to make a cake, how to clean temp files from your computer, etc. are one of the best examples of evergreen content. Old and new both types of customers may need to refer to these guides when they face any problems.
- Product/Service reviews: Both old and new positive reviews build credibility showcasing the consistently good performance that your product or service is offering.
- Highlights in Instagram stories: As a company or creator you can always create Instagram stories on relevant topics and upload them. This gives customers an easy and quick access to the desired content.
- Encyclopedic information: Easy reference material on basic terminology, basic concepts, different events, short forms, etc. relevant in your industry makes it easier for the reader to understand and absorb the information.
- Relevant interviews of stakeholders: Interviews through which the senior management or others discuss and provide a solution to the customer pain points, answer their questions, and build confidence amongst the customers.
Why is Evergreen Content Important?
Evergreen content is like a tree; once planted, it gives you many benefits.
- Improves ranking: The two factors that play a significant role in getting a better ranking in search engine results are:
- The duration of the existence of website, content, or graphics. The longer the time it has been available online, the better the chances that search engines will rank it higher.
- SEO optimization with all relevant keywords.
- Brings leads: Since evergreen content gets better rankings, it drives more and more leads towards your page. And, since it is usually developed keeping its long term relevance in mind, there are chances that such content will attract qualified leads.
- Establishes you as a thought leader: The published and relevant evergreen content that has continuous traffic creates credibility for your brand. Customers start trusting you and keep coming back to you to look for more valid and useful information. As this trust keeps building over the years, they keep referring you to others.
- Attracts content creators and relevant linking: Again, it is the benefit of a good continuous number of views on your evergreen content. These views attract other creators to quote you as a reference in their content. When more and more creators add your links over time and across many articles, blogs, etc., it helps in better ranking and creates your authority across the internet.
- Is cost-effective: Evergreen content is a cost-effective option for companies and individuals who do not have too many resources (both human and capital) at their disposal. They create content once and leverage it over a long period of time in various formats on different platforms.
5 Tips for Creating Evergreen Content
- Relevant keywords
Evergreen content heavily depends on keywords. The first step towards creating it will be by performing a thorough keyword search. This will help you find out the answers that customers are looking for. This search will also help define the intention that the customer has. For example, searches for health, hygiene, etc.
- Don’t create content around trends or numbers
Don’t create content that caters to recent trends, current affairs from around the city, country/ or world. These trends and information around it fizzle out quickly. Customers lose interest and forget about it after a while. The content also loses its relevance. Also avoid content that is entirely based on numbers, time periods, percentages or figures. Customers start to look for fresh and updated data at frequent intervals.
- Avoid launch announcements
Small content pieces around launches are okay, but the content created for launches cannot be treated as evergreen content. Once the launch is done and dusted, the customer won’t come back for that information. They will look for more information on features of the product or service, availability, cost, and other relevant information.
- Write easy-to-understand and straightforward content
Follow the basic principle of creating content — keep it simple. When the content is easy to understand (for a layman), grammatically correct, and properly formatted, it attracts the reader’s attention and holds it. Now, every time the reader needs information, they will visit your page.
- Build a reputation for creating dependable, credible content
Back your content with proper research. Cross-check and double-check all facts from multiple sources before publishing the content. This will create a credible pool of content that customers will rely on for all its information requirements (for presentations, discussions, research papers, etc.)
Promotion of Evergreen Content
You have created the content and now you need to make the customers aware of its existence. This is what you should do:
- Promote it regularly: Don’t just create relevant content and let it stay in one corner of your page or website. Keep promoting the evergreen content at regular intervals so that existing and new audiences become aware and take full benefit of the content.
- Share it online from time to time: Share the content at considerable time intervals on your website or social media accounts. The audience can be led to the main content via small posts. Where required, include online paid promotions for high-quality and most relevant content. Spread the discussion around the evergreen topic across your website to have an instant recall value and generate awareness.
- Repurpose the content: The content can be converted into snippets, videos, reels, stories, etc., and shared to generate curiosity around it. This short-form content can then be linked to long-form content.
While you understand the importance and relevance of the evergreen content, having both types of content including short-term and evergreen is ideal for any company’s marketing arsenal.