Most of us know how pine and other evergreen trees look like. These trees keep growing their foliage when other trees lose their leaves. They are able to survive cold weather and other seasonal challenges, and stay strong and attractive no matter what.
The type of content that withstands slight rises and falls and, unlike other kinds of content, keeps attracting visitors and traffic to it, was also called evergreen. In modern content marketing, if only you’re not a news website, you should rely on evergreen content while building your marketing strategy.
How to Tell Evergreen Content from What It’s Not
Well, as I already mentioned above, evergreen content is some type of articles, graphics, images or website pages that keep gathering decent and stable amount of traffic throughout its entire lifecycle. Thus, evergreen content is:
- Explicit How-To posts;
- Thorough guides that deeply explore one topic in all its aspects;
- Holistic set of tips on how to do something;
- Curated lists and resources collections etc.
Vice versa, the type of content that only stays “fresh” for sometime and loses its positions with time cannot be treated as evergreen. Not-evergreen content is:
- Seasonal or holiday-dedicated posts;
- News, events announcements, notifications about updates etc.;
- Fad-focused or trendy topics etc.
Thus, topics that can be seen as time-specific are not suitable for evergreen content. They also can result in a splash or traffic, but after a while it will drop and you lose your positions.
Evergreen content doesn’t depend on trends or time-specific events, so it will get a steady traffic year by year. E.g. this article with the budget travelling tips was published 2014 and still gets tons of steady traffic.
How to find topics for the evergreen content
When we’re talking about evergreen articles, it’s wise to focus not only on traffic, but the ROI you get from each article. Evergreen content requires much effort from you, so you would wish to get some more reward except visitors number.
Thus, you have to explore your audience needs and find out what are their biggest fears or issues within your niche. There are a few simple ways to do it:
- Participate the niche communities on forums (e.g. Quora) and social networks where people share their most urgent questions;
- Ask people directly what they wish to learn from you.
Collect all the feedback from your audience and then try to brainstorm the ideas that can make a decent piece of content.
After you have a few promising topic ideas in mind, you should do a proper keyword research to target the searches that users usually type into the search field. Here are a few ideas on how to find the right keywords:
- Drop your topic of interest into the Google search and check out the “related searches” panel below the SERP. It will give you some untapped ideas for the keywords and at the same time you may find out what exactly people are typing in the search field when looking for some solution.
- Explore Google Trends and find the closely-related keywords that have the most stable search graph through the years. Focus on long-tail keywords since they are less competitive but pay attention to the difficulty of those keywords and estimated clicks and traffic. Your ROI depends on those metrics.
- Explore the similar content from your competitors. Find out if it has a stable traffic flow, check out the keywords it ranks in the Top10 and try to make your content 10x times better than one from your competitors’.
- Explore the content on your own website: what are those articles that perform the best and what are their keywords. Thus you can find the article ideas and the keywords that have a great potential to rank higher.
Types of evergreen content
After you have selected your keywords, it’s time to choose the right form for your content. Here you can choose among the most popular types of content that provides users with the most explicit information on their specific requests. The best types of evergreen content are:
- Detailed guides;
- How-to articles;
- Checklists and infographics;
- Product tips and lifehacks;
- Case studies and user stories.
Just remember: you don’t need to post another guide to backpacking or checklist for social media posting. Your content should answer your audience questions in full. So they don’t have to look for additional info somewhere else.
Keep the user’s interest to your articles
Ideally, the above mentioned steps for creating evergreen content should helps you to come up with a great collection of content that should bring you great traffic and customers. But your work isn’t done here. Keeping interest to evergreen content is a constant work:
- Change the publishing date from time to time. Crawlers tend to visit new and freshly updated pages more frequently, so you can spot a significant rise in rankings after simply date refresh.
- Update the article META-data. Check out the keywords that your content ranks for. Select the most promising ones that have good metrics. Rewrite your description and title (but don’t change the URL) to make this META-data more relevant.
- Rewrite and update sections of your content. Regular content revision helps keeping the articles fresh. Some info may not be relevant anymore, some data may change or be revised.
- Promote your content. After publishing as well as after updates, run a decent promo campaign for your article. Share it to social media and send in emails to your subscribers. Never stop building backlinks to the content. It helps improving its rankings.
Don’t try to make evergreen every article you post. Such posts require tons of efforts. But you should definitely have a good amount of evergreen content on your website that will bring you a constant traffic flow.