Ever wondered what marketers mean by “evergreen content”? Read on to keep your blogs lush and flourishing!
Looking to start a business blog or improve your reach? When it comes to writing an engaging blog that offers your readers value and boosts your online presence, it’s important to have content that doesn’t lose relevance over time. Let’s explore what evergreen content is, and why both time-sensitive posts and enduring content are essential for improving your traffic and conversion rates.
What do we mean by “evergreen content”?
Like a luscious pine tree, evergreen content stays fresh no matter how much time passes. Just as an evergreen tree holds its leaves throughout the seasons, evergreen content retains its relevance long after its publish date.
News articles and posts that focus on current trends are a great way to engage readers and inform them of what’s going on right now. These articles can certainly offer value to a reader at the time. However, such content can quickly become irrelevant. A blog post focusing on 2021 fashion trends, for instance, probably won’t be particularly sought-after information in 2023. As such, people most likely won’t search for it.
Evergreen content, on the other hand, doesn’t go out of date, so it will have a consistent search volume. It will cover a topic that people search for over and over again.
Timely vs evergreen examples
So, what sort of content are we talking about?
Well, timely content (content that is relevant at the time of publishing) tends to focus on topics such as:
- Current affairs
- Product launches
- Company news stories
- A pop-culture trend or fad
- Statistics or reports that will go out of date
The evergreen content you write about will, of course, depend on your industry. However, some good examples of evergreen topics include:
- How to make the best hot chocolate
- What is digital marketing?
- How to start a business blog
- 10 top mindfulness tips
- What is a credit score?
How-to posts, listicles, and guides are all excellent formatting options for your evergreen content.
What about seasonal topics?
You might be wondering about articles that cover seasonal subjects. Are posts about Christmas and Easter timely or evergreen? While they might be annual occurrences, these subjects don’t count as evergreen content.
Think of them as a deciduous tree that loses its leaves in the winter then becomes vibrant and fresh again later in the year!
Why is evergreen content so important for digital marketing?
Blogs are a pivotal part of a successful digital marketing strategy. Whether you’re just starting on your blogging journey or what to improve low traffic flow, evergreen content can help raise your company’s online presence. A blog can drive organic traffic to your website. To do so, you need to write about topics that potential customers search for and want to read about.
Some topics will lead to a big spike in traffic. Perhaps, for example, you write a post about a global news story. You might find the post reaches a huge number of people but, chances are, that traffic increase will be short-lived. After a certain amount of time, nobody will be searching for that subject and your post will be lost to the depths of the search engine results pages (SERPs).
Because it is consistently searched for, no matter what month or year it is, evergreen content will improve your search ranking on an ongoing basis. It will drive more traffic to your website and generate more leads. What’s more, top-quality, evergreen content will boost your reputation, positioning your business as an expert in your field.
Evergreen content can also act as a great starting point for social media marketing. You can repurpose your blog posts to use across different platforms. Just like an evergreen tree, this kind of content is continually flourishing and growing new shoots.
Evergreen content tips
- Conduct effective keyword research – look for topics that your prospective customers are searching for consistently over time. It’s worth noting that any subject you write about should include keywords that are relevant to your readers. Why write about an evergreen topic if it’s not pertinent to your particular audience? Ahrefs is a handy tool for finding suitable keywords and their search volumes.
- Avoid using time-sensitive phrases, such as “earlier this year” or “last month.” These terms will place your content in a particular timeframe. It’s also best to avoid including a year in your
- Keep things clear and simple – if you’re writing about broad evergreen topics, cater for a beginner audience and don’t use overly technical language.
- Update your content – this might seem counterintuitive, but it’s important to update your posts, even when they cover evergreen topics. Adding to your published content can improve your SEO ranking. Even if your content explores an evergreen topic, you may have links that become outdated or mention products that you no longer stock. Search engines like to see that you’re keeping on top of changes and keeping your content as fresh and relevant as possible.
Best of both worlds
As you can see, evergreen content is a vital part of an effective digital marketing strategy. However, variety is also important. Relevant content revolving around a current trend or an event that marks a turning point for your sector can also bring your readers value. A visitor may find your website by searching for a timely topic, then find valuable evergreen content throughout your blog, leading them to return and become a customer!
If you’re looking for support with your blog content, Zipcopi can help. Our experienced team of writers have the skills to craft optimised content that attracts the right readers and remains relevant. Why not take a look at our case studies or get in touch for more information? We’d love to discuss your company’s content needs.