Evergreen Content: What You Need to Know | Digital ethos | Open mic
Content marketing is an umbrella term that includes so many different types of content. For example: videos, podcasts, eBooks, infographics, white papers, articles, blogs, quizzes, tools, checklists, glossaries, slides, social media posts, emails, lead magnets and more. Any of these types of content can be considered permanent under the right circumstances, but why does your marketing strategy need permanent content? Read on to find out the importance of evergreen content, how it can improve your SEO, how you can apply it, and examples of what evergreen content looks like.
What is persistent content?
Evergreen content refers to search-optimized content that remains valuable and fresh for years to come – hence the name “evergreen”.
It is often suggested that all online content attracts traffic and is sustainable, but it really isn’t. While writing content that matches the latest trends is great for sharing on social media, it does have a lifespan. When these trends fade, single-use blog posts remain in cyberspace archives and attract very little traffic. While these topical pieces of content have their moment in the sun and can be good for brand awareness, it’s important to know that they won’t be the pieces of content that draw people to your website in the news. years to come.
That’s why it’s good to mix up your content and strike the perfect balance between timely and timeless pieces of content.
What is single-use content?
Single-use content refers to articles that cover statistics, opinions and news – generally, topics that change over time. Single-use content is useful for a while but loses its appeal and can become obsolete within a day, a week, a month or a year.
For example, if you were to write about Facebook’s algorithm between 2020-2021, it will have a natural expiration date, while writing a beginner’s guide to Facebook posts will be a resource that will be relevant in 2021 and beyond. A guide like this will keep its value, as it will likely cover all of the major topics, such as how to write a good post to receive engagement and how to create creative posts – two things that usually won’t make much of a difference.
Why is persistent content important?
Evergreen content is what attracts organic traffic even after the date of publication and accumulates more visits over time. Evergreen pieces get more attention as they age, meaning they offer a better return on investment than their time-sensitive counterparts.
It could be that online users, after reading your evergreen post, check out the rest of your blog and browse your archive – where they might end up reading your once hot posts!
How to create persistent content
We all use the Internet to find answers to everyday questions like “How do I unblock my sink?” “,” Why do I have a headache? And “what is the story of bread?” When you search for these kinds of questions, you often get an immediate and definitive answer, and that’s what we call permanent content.
To be the best answer in the SERPs, you need to remember to:
- Be the ultimate resource
- Make sure your blog is simple and accessible
- Keep your blog on topic, don’t get too broad with your content
Types of persistent content
Now that we know what persistent content is, let’s take a look at the different types you can create. These include:
- Industry FAQs
- Best tips
- Practical guides
- Step by step instructions
- 10 Ways To (Become More Confident, Be Creative)
- Historical or original positions
- Video tutorials
- Product Reviews
It’s good to keep in mind that while these formats tend to become permanent content, it is not certain that they will. To increase your chances of creating effective evergreen content, it’s important to find a niche, write about it deeply, and use specific keywords.
Videos are especially effective when it comes to producing permanent content because they are visually appealing and easier to follow than written instructions. However, if this is not available to you, consider turning your content into a graphic or adding a series of images to your copy – this will help you beat the similar content out there.
Evergreen content – tips to remember
Once you’ve decided on the type of content you’re going to produce, you’ll want to think about what ingredients you’ll need to make it successful.
1. Use long tail keywords – see what people are looking for to get an idea of what will work and what you would like to include
2. Simplify the content – write for beginners, as these are the people who will be looking for how-to guides and step-by-step instructions.
3. Avoid technical speeches and jargon – this can be alienating, especially when online users are trying to gain basic knowledge of a topic.
4. Don’t forget on-page optimization – add meta titles and descriptions to the page and alt text to images; link to other permanent content items you have created, if applicable.
5. Reuse your content in different formats – if you’ve written a long, practical article, try breaking it down and turning it into an infographic. Reusing content in this way can increase traffic to your website.
Why is evergreen content important for SEO?
Having long-term engaging content is not only rewarding, but also hugely beneficial for SEO strategies. Evergreen content that attracts a lot of traffic is likely to end up with a whole load of backlinks that similar authors refer to, as that is the definitive content for that niche topic.
When writing evergreen content, remember to write for beginners, as these concepts have an increased likelihood of being disseminated among your target audience. Having the backing of other high authority sites will help your brand build trust and position you as a thought leader within the industry. You can also write evergreen SEO landing pages – this is a strategy you might want to consider if you are looking to revitalize your content marketing strategy.
At Digital Ethos, we offer omnichannel marketing, which means we are well equipped to meet different customer needs. From content marketing and SEO to social media marketing and public relations, we have a team of experienced and dedicated professionals who can create, create and deliver successful marketing campaigns to meet short and long term goals.