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What is Evergreen Marketing Content and How Do I Create It?

When you think of evergreen marketing content, you might think about marketing and advertising done at Christmas time or in the winter. In reality, it has nothing to do with winter or Christmas! Because evergreen trees do not lose their needles/leaves, they remain the same year-round. Evergreen content is content that stays fresh for a long period of time and provides value to your audience long after you publish it. You are creating search-optimized content that is not tied to current events.



 

Evergreen content can also be adapted across various industries. Here are a few examples.

  • How-to posts: These articles give readers guidance through a process.

  • “How to Grow Organic Traffic”

  • “How to Find a Dentist”

  • “How to Build a Raised Garden”

  • Guides: This type of content breaks down complicated topics or processes.

  • “The Ultimate Grammar Guide”

  • “Guide to a Healthy Pregnancy”

  • “Guide to Crypto Currency Investing”

  • Listicles: You can make a concept more accessible with a numbered list.

  • “10 Ways to Cope with Stress”

  • “7 Ways to Reduce Pollution”

  • “6 Examples of Renewable Resources”

  • “8 Small Dog Breeds”

  • Questions and answers: These posts answer a key question.

  • “When Is the Best Time to Buy a Car?”

  • “What Should I Know Before Buying a House?”

  • “Where Can I Buy Stocks Online?”

·         DIY

o DIY Fort Kits

o   DIY Air Freshener




 

What is NOT evergreen content:

  • Trend-focused articles

  • News articles

  • Pop culture articles

  • Statistic-based articles

  • Product announcements




 

Why evergreen content is important

  • Rank higher on search engines. With the right keywords and focus on timelessness, evergreen content has the potential to rank high on search engines. These pieces tend to be long and high-quality, which can push you to the top of search engine results pages. Drive traffic to your site. Because evergreen content can rank higher on search engines, it can send serious traffic to your website on a regular basis. Build your backlinks. Evergreen pieces are relevant for a long time, so they can generate backlinks--which is when other sites link to yours. Backlinks give your website more credibility, and this helps you rank higher on search engines. Set your company apart as a thought leader. These pieces should be on topics that tie back to your business, which can position your brand as a leader in its industry. This is especially true if you rank on the first page of search results for the relevant keywords, which will give audiences confidence in your knowledge of that topic. Generate leads. Evergreen content brings more people to your website, which gives you more opportunities to attract and convert them. Promote it over and over again. Unlike content that is only relevant for a short time, your evergreen content can be promoted on your social media channels over and over and still appeal to new audiences. Do less work. If you successfully create evergreen content, you don’t have to create as much new content, because it’s already doing so much heavy lifting for you.

 



How to research and write evergreen content

Evergreen content revolves around keywords. So, before you can start writing evergreen pieces, you need to find out what terms are relevant to your business and can make an impact.

 

1. Make a list of topics. 

Start by thinking about what topics are relevant to your business and how they can help your audience. Your strategy should take into account your site size, goals and offerings. Some questions to ask yourself to help drive your strategy could include:

What types of queries could you see your audience searching for?

Which topics are closest to your brand?

You don’t want to go into content creation without any prior planning. This could cause unnecessary work down the line if you have to implement heavy redirects, unnecessary content revamps, site or blog structure changes, among other things.


2. Use a keyword tool.

While the topics are important, they aren’t content. Keywords will lead you to your evergreen content. To find what makes sense for you, use a keyword tool, such as Google Trends or Moz. You want to find terms that:

Have high search volume. Search volume is the number of searches for a particular keyword over a period of time. If the term doesn’t have a high search volume, then it’s not likely that audiences will find it. At the same time, remember that you may have more competition for keywords with higher search volume. The ideal keywords have both high search volume and low competition.

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