Digital marketers know that evergreen content keeps bringing readers back to your website. Wikipedia pages are a great example of evergreen content—that which remains fresh or relevant, and doesn’t lose appeal with time.
News articles, blogs on current affairs, and quarterly statistical reports are some examples of content that might be popular for a period of time, but are not evergreen. List based content like FAQs and How-to articles for beginners are some that never go out of style and will constantly bring visitors to your website. Let’s look at 5 important steps to win with your evergreen content:
1. Choose your topic, content, and keywords wisely
Choose the topic of your page or article with care, as it’s one of the first things that will catch the attention of your target audience, especially in the search engine results. Once you’ve come up with your title of choice, you can then follow the tips below to ensure that your content is engaging enough to prompt more people to read and share it:
- The tone of your writing should be conversational and approachable, and should be aimed at the beginner rather than the expert reader.
- Go into the topic in detail, and this means the length of the article would probably be on the longer side. This piece references top digital marketers like Brian Dean and Neil Patel, who often put out longer articles on topics of their expertise.
- Add links to other resources when necessary, to ensure that the reader can use your page as a central point of information on the topic.
- Keywords should never limit the scope of your writing, but it is essential that they be interspersed well within the article. This helps not just in SEO, but also in keeping the attention of the reader.
2. Updating and highlighting is key
Just because evergreen content is meant to stay relevant doesn’t mean you should let it stagnate with time. There may be some new pointers or trends that would be useful to the readers of your article, and you should make sure to update the article with these whenever possible. More frequent updates on your website would also contribute to your SEO ratings.
For the times when there are no updates to a subject, you can find other ways to keep an article highlighted on your blog or website. One way is to add links or tabs on the main page, so that readers could easily access the evergreen content. An FAQ article is a good example of this, as it can almost always be referenced from every page in the website.
3. Share, but be smart about it!
Sharing on social media is an effective way to improve readership of your evergreen content, but this must be done with a strategy in mind. Facebook and Twitter will bring in readers for a short period of time, but attention on these social sites is ephemeral, and your article will not stay in the attention of audience for long. Pinterest and Google+ are platforms that are much friendlier to evergreen content, according to the Content Marketing Institute. It’s also wise to use interesting/catchy or stunning photos (or both!) to capture the attention of users, especially if you’re planning to share the article on social media. Collections on Google+ can be used to gather your evergreen content into sub-topics to make them more accessible.
4. Stay flexible and connect to your audience
We’ve already mentioned that evergreen content is aimed more at beginners than at experts. What are some other ways to connect with your readers?
- How-to articles could provide a download or print option, to make it easier for DIY-ers to save or print out a page for reference when necessary.
- Step-by-step tutorials could include photos and infographics for every step, keeping readers more visually engaged with your content.
- Mobile now represents 65% of digital media time, and this figure is only going to get higher in the next few years. As such, it is essential to keep your pages mobile-friendly.
- Include “like” and “share” buttons that are easily visible to the reader. This adds to the possibility of social media engagement which in turns contributes more hits for your content.
5. To date or not to date?
Some writers believe that content that stays relevant does not require a date on the article. This makes sense for how-to articles, tutorials, and FAQs, for example. There are many cases of smartly-written evergreen content—including movie reviews and parenting articles—that are constantly searched due to relevant topics and keywords, and will keep coming up in search results, even with an older date attached to them. It is up to you as a brand or a writer/editor to make the call and choose what works for you. Some content experts advise to leave out the date, and add it later depending on feedback from your readers.
As with most websites, evergreen content will not be the only type of SEO content on your site. You would also need to write currently relevant and trending articles to provide a well-rounded experience to your readers. Evergreen content however, will only increase in importance, and if planned and used well, will remain a constant source of traffic to your pages.