One of the keys to successful content marketing is the ability to create and distribute information that engages a target audience. Blogs, tutorials, infographics, news articles and social media posts are all great ways to showcase a brand, but to really build the kind of authority that gets noticed, you need high-quality evergreen content.
What is evergreen content?
Evergreen content retains its relevance well after its publication. It has no expiration date, isn’t time-sensitive, and keeps generating traffic long after it has been posted. For evergreen content to stay effective, it should cover topics that readers will find valuable weeks, months or even years from now.
Common types of evergreen content include:
- Tips
- How-tos
- Product reviews
- Listicles
- Whitepaper
Creating these kinds of pieces doesn’t automatically give you evergreen content, but they are some of the most frequently used formats that marketers employ to deliver content with long-term relevance.
Why evergreen content?
The goal of evergreen content is to improve brand authority by providing information that stays pertinent, even in the face of emerging trends or shifting consumer habits. You can build significant consumer trust by creating content that addresses your industry’s core elements and your commitment to them.
Evergreen content can:
- Provide a deeper connection with your audience
- Improve search rankings
- Continue driving site traffic well after publication
- Drive leads deeper down the sales funnel
- Establish you as an authority and industry leader
Creating great evergreen content
Writing evergreen content doesn’t have to be a chore. Keep these simple tips top of mind and you’ll soon have a collection of high-quality, enduring content to share.
- Write for beginners: Tailor evergreen pieces to beginners, be approachable and avoid technical jargon. Aim to reach a broader audience who may not be well-versed on your topic.
- Choose keywords carefully: It can be tempting to load evergreen content with keywords, but this can significantly reduce the quality of your message. Choose just one or two longtail keywords, but be sure that they’re words that your audience is searching for.
- Optimise for search: Once you’ve selected the right keywords, be sure to optimise each evergreen piece for search engines. Follow SEO best practices to ensure meaningful results.
Conclusion
Using evergreen content is an excellent way to establish your brand as an industry authority. Take care to create valuable, high-quality evergreen content and you could see a significant improvement in traffic and conversions.
