However, not all your content efforts will hit the mark with your target audience. You could spend days, even weeks, trying to craft a piece of content, only to see it quickly vanish into the ether without a trace.But it’s not all doom and gloom. The good news is that you already know the value of content marketing and are committed to improving your strategy. Otherwise, you wouldn’t be here!
It’s just a matter of modifying your strategy to incorporate more evergreen content creation. If you do this effectively, you can enhance your brand’s reputation, save time by adjusting existing content, bolster long-term organic traffic and even establish yourself as an industry thought leader.find yourself in a six months down the line when it becomes yesterday’s newsWhat is Evergreen Content? A Definition
Evergreen content focuses on subjects that are forever topical and always valuable to your target audience. There’s no expiry date. With an odd tweak or two, a reader could see the content five years later and still find it insightful.Evergreen content can be anything from ‘deep dive’ blogs and e-guides to videos and infographics. The main thing is that it’s perpetually engaging, educational and entertaining. It’s like a fine wine – it may get older but its quality never ages. It improves.In comparison, seasonal content is centred around subjects or information that’s relevant right now, but don’t offer any long-term value. It’s the kind of content you’re hoping will go viral and generate some quick wins. Some prime examples include new articles covering Covid-19 or statistical infographics that will go out-of-date within a year.Sure, it’s worth creating this type of content to ensure your business remains relevant. However, if you only focus on this type of content, you’ll
Evergreen content is often a core element of those foundational “always-on” communications that a business needs to function. Things like education, explanations of how things work, product and service features.Many of my clients are in the financial services sector, and several evergreen concepts need continuous promotion. For example, asset allocation and diversification, investing early so that time is on your side, participating in a retirement saving plan up to an employer match. Those concepts stay the same year in and year Key Reasons Why Evergreen Content Rocks
Your target audience is always looking for answers and trying to learn – come rain or shine, evergreen content will always be there to serve these people.Evergreen content provides a higher ROI – seasonal content generates a quick burst of traffic and leads. But it’s not sustainable. Once you create a piece of evergreen content and position it correctly, it’s always going to attract your target audience without needing to spend a penny.People will quickly shun seasonal content – the sell-by date on seasonal content is quick. Heck, a whisper of ‘Brexit’ or ‘Covid’ is enough to make anyone roll their eyes. Evergreen content is impervious of time and immune to ad blockers.
Develop a Pillar PageMany businesses write evergreen blog content but fail to leverage its true potential. It’s no good posting it and sailing off into the sunset. What happens when a new website visitor or social media follower stumbles across your blog page two or three months afterInstead of seeing your educational or service/product-led evergreen content, they’ll be greeted with newer blogs and will miss the juicy insights they want to see. Talk about a missed opportunity.To make these valuable pieces of information constantly accessible, pin it to the top of your blog feed and create a pillar page. If you’re new to the concept, a pillar page covers a broad topic and links to more granular, in-depth topic clusters. In exchange, the topic clusters will link back to the pillar page.