Evergreen Content
Photo by Miguel Á. Padriñán
The Benefits of Evergreen Content
By Robin Anderson
The job of creating original content on a regular basis is demanding. It can be challenging to generate ideas that capture the attention of new visitors and also maintains the interest of your existing audience. Even with the benefits of having GPT4 to assist by providing new ideas, outlines and more, it is simply another tool to use when creating content. When analyzing the results of your current content, you’ll find some performs much better than others. Rather than creating one and done, then letting it expire, consider updating the content, adding new insights, then running it again.
Depending on your industry, some content can be very time-specific such as topics related to the latest industry news or events. Due to the nature of news-related topics, this type of content dates itself quickly. However, content that is educational – How to’s, or answers from FAQ’s – information that does not change much over time can have a longer shelf life. This is known as Evergreen Content.
“Evergreen content is that which is still interesting and relevant weeks, months or even years after its initial publish date. It doesn’t date like news, and the value is that it can deliver traffic, leads, social shares and can occupy valuable search positions for a prolonged period of time.”
The benefits of writing Evergreen Content include:
1. Good for SEO: The nature of an Evergreen article is that it is timeless; it will continue to be accessible within search and will be easy to understand. In addition, your article will appear in search over a longer period of time, increasing its ranking and the authority of your website.
2. Easily shareable: An article that is focused on the basics becomes an easy share among your buyers; thereby helping others to get the answers they are searching for as they look for information.
3. Continually drives new visitors to your website: As buyers continue to conduct much of their research on the web prior to contacting a company for information, your high-ranking article will get noticed and result in driving new visitors to your website. Using search-friendly keywords makes it easier for buyers to find. Make your content educational for your industry and emphasize the basics which increases the relevance of your article to potential new buyers.
4. Gives you a break from writing: Sometimes you just need a break from writing. Re-running an Evergreen article occasionally can give you that break, or free up time to write about something unique, or more time to research an in-depth article, or review your analytics for other Evergreen opportunities.
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
Here is an example of the basics to include in an Evergreen Content piece related to lawn mowers – “What to consider when buying a lawn mower”:
- The size and shape of your lawn. This will help determine what type of lawn mower (push model vs. riding lawn mower) will be most appropriate given the size and shape of your lawn.
- Type of acceptable yard waste. The method of yard waste disposal will determine the best type of system to use for your grass clippings (bagging, mulching, etc.)
- Ability to provide maintenance. Different types of mowers require a varying degree of maintenance (electric vs. gas).
Using visuals each step of the way and using a story-telling manner with humor can make even an article about the basics of lawn mowing interesting, engaging and increase the likelihood of being shared.
When should you take advantage of Evergreen Content?
When you need to have content ready to go at any point in time. This type of content can, and should experience reruns. An article about the basics makes a great introduction to your website. Use this as a way to drive new visitors to other articles of interest within your site. Establish or grow your company credibility. You are sharing information that is important to your visitor without promoting your company. Extend this introduction into additional content. Leverage this information to create new pieces of content such as an Infographic, tip sheet, or expand to create new blogs addressing each bullet point more in-depth.
“Just. Be. Useful.”
As the Jay Baer quote states – just make your content useful – keep it simple. This is not the time to be promotional, this is time to establish your credibility, and increase your authority within search. Provide information that is educational - visitors are looking for that. Longevity and usefulness is the goal.
10 Ways to use ONE piece of content
In addition to updating current content, there are ways you can take that content and maximize its use through content extension. One in-depth piece can be leveraged and reformatted into a number of different pieces.
“Content marketing is a commitment, not a campaign.”
Here is how to extend 1 piece of content into 10 different pieces:
1. Blog: Start with a blog. This is your original piece of content. A blog allows you to provide in-depth details on a particular topic. For those researching, this level of detail may be just what they were looking for.
2. Infographic: The benefit of an infographic is that it allows you to visually display facts and figures or a process, in an easy to read format. We are visual learners, with the ability to retain visual information much longer than text. According to the European Journal of Cognitive Psychology, after 3 days, memory retention for text is 10%, while results show 65% retention for text + picture. Since infographics are easy to read and retain they are shared widely on social.
3. Images (Photos): Including images or photos of your products, products in use, customers, and your company can help buyers gain insight into your company and how your products are used. You can also use these images to help promote your blog on social and include them on your company website.
4. Video: Produce a video. You can design a video in the form of a commercial, use video to demonstrate how to set up and use your product, or show how customers are using your product in everyday life.
5. Presentation: Generate a presentation based on the main points or facts of your blog. Leverage the points and some of the graphics you used within your Infographic. Slideshare is a great tool as it is easy to use, free for basic use, your content is easy to share, and does not require a special app for anyone to view.
6. eGuide (a How To or List): Create a ‘How to’ use your product or ‘List’ of tips eGuide as an offer for interested visitors to download. Use this as a lead generation tool.
7. Webinar or live event: Give those interested in your product a chance to participate in a free demo or conversation through a webinar or live video. Help them understand the benefits and ask questions about the features and how to use your product.
8. Podcasts: Are great for those who don’t have time to read a blog or watch a video – they essentially can listen to your content while running, driving or shopping.
9. Case Study/White Paper: For products that require extensive research, often a white paper or case study can provide the breadth of details and information necessary to make a more informed decision.
10. Newsletter: Break up the content of your blog up into a variety of different articles to include within a newsletter.
“The best & most successful types of content are “uploadable, shareable, and findable.”
Taking your original blog post and turning it into a variety of content types gives you an easy way to reach buyers on a variety of social networks. Educational content holds up particularly well over time as visitors are always in search of that fundamental information. Spend the time to create an in depth article, extend it into many different forms, then update via insights when needed.
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FunFact Friday
Do you know why IKEA only uses photos or illustrations in their assembly instructions? They provide visuals to make it easier to understand how to assemble the furniture. The visual instructions also provide the benefit of having one set of instructions to share worldwide, despite many different languages. The instructions are designed to be ‘accessible to all and as easy as possible to understand.’