Digital marketing is all about being smart with your efforts, by targeting people who have a genuine interest in your product or service. The backbone of a smart digital marketing strategy is content. Not just trends-based content, but evergreen content. Content that is popular all year round.
In this article we will explore:
- What is evergreen content
- The best-performing evergreen content
- Why you need evergreen content
- How to get started with evergreen content.
What is Evergreen Content?
Evergreen content is much like the pine trees it is named after. It is always fresh, always relevant and requires little maintenance to continue growing. Often they highlight key topics of your industry and real challenges that your customers face while promoting your brand and your methodology as the path to success.
Hubspot comments that the gold standard of evergreen content is the companies who have built a business off of information that never changes… think IMDB. But as a small business owner, you can see the impact evergreen content has on your business simply by including it in your marketing strategy.
What is the Best Performing Evergreen Content?
Typically evergreen content comes in the form of a blog post however it can also be videos, podcasts, infographics and even social media. It’s important that when you create evergreen you consider what content will relate to your audience and how they like to consume it (this can change over time).
Let’s run through the 5 best performing evergreen content types that you absolutely need to include in your content strategy.
Instructional Media: Your How-to Guides
How-to Guides are the prime example of evergreen content, – they are never not needed. Every day consumers have a new ‘how’. How do I fix my oven? How do I bake a chocolate cake? How do I rank no.1 for SEO Geelong? A How-to Guide can be a step-by-step manual outlining instructions consumers can follow to achieve desired results. It can be in the form of an article, a downloadable PDF or even an instructional video people can follow along.
Listicles
Listicles are your bread and butter for evergreen content. They are able to lure your audience with catchy headlines such as The Top 10 Reasons You Need A Fireplace. They can keep your audience captivated through an organised structure that is appealing to read. Listicles also help with organic visibility because search engines can read and organise your content for SERP features such as featured snippets. It is perfect for businesses looking to highlight the benefits of their product or service.
Reviews
Reviews come in many forms such as testimonials, case studies, and product review videos and articles. It is the most underutilised type of evergreen content and has the most impact on your business. Reviews hold the most power because it is not just you talking about your product or service, it is someone who has tried, tested and loved it. They go into depth about why they found it valuable and how it helped them. This helps convince others to give your business a go.
Answering FAQs
Answering questions is not just search engine friendly, it also can be the perfect piece of evergreen content. These answers often don’t change and by creating content answering specific questions your customers are looking for, you can develop credibility and trust. You can answer Frequently Asked Questions in a social media post, on your website or in a short video.
Glossary of Terms
If you are in an industry that uses a lot of niche terms, one of your most important evergreen content pieces is a glossary of terms. This is a really simple piece that clearly explains these terms to people who might be new to the industry or customers who don’t know what they are looking for yet. If there are certain ways to say certain terms it also doesn’t hurt to have an explainer video accompanying this log of terms.
Why is evergreen content so important?
Evergreen content is what gets you on the first page of Google! It is how search engines find your content.
You see, Google uses a ranking system called EAT which evaluates your expertise, authority and trustworthiness on the selected topic. It then filters through millions of search queries and places your content on the first page if it thinks it could be of value to the user.
How does Google’s EAT work?
Google’s E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness, is a set of criteria that Google raters use to assess the quality of web pages and their content. These factors are crucial for rankings, especially for YMYL (Your Money or Your Life) pages that could potentially impact a user’s health, happiness, safety, or financial stability. Expertise refers to the creator’s knowledge in the field, authoritativeness is about the creator, the content itself, and the website’s recognition as a go-to source on the topic, and trustworthiness focuses on the accuracy and legitimacy of the content and the website. High E-A-T signals to Google that the content is likely to be beneficial and reliable, which can positively influence the page’s search rankings.
Evergreen content attracts relevant customers
Evergreen content attracts relevant visitors by providing a perpetual source of valuable information that remains pertinent regardless of the posting date. This type of content typically addresses fundamental questions, enduring topics, or ongoing interests that are consistently searched for by users. As a result, it ranks well in search engine results pages (SERPs), often becoming a foundational piece that users can return to time and again. For businesses, this means a steady flow of traffic from individuals seeking knowledge or solutions that the evergreen content addresses, leading to higher engagement and the potential for converting visitors into customers due to the content’s lasting relevance.
Evergreen content is low-maintenance
Evergreen content has the distinct advantage of being low-maintenance; once created, it doesn’t require the frequent updates that more time-sensitive content demands. This stability allows for a focus on quality and depth, which can enhance a brand’s or individual’s position as a thought leader in their industry. By consistently providing insightful and timeless content, a website can become a trusted resource, cementing its authority and expertise in a particular subject area. This reputation for providing enduring content can attract peer citations and user shares, further solidifying the creator’s status as a knowledgeable and reliable voice within their field.
Get started with Evergreen Content
Now that you know what evergreen content is, getting started is easy.
Keyword research
The first step you should take is to evaluate your organic presence and the keywords you want to rank for. Neil Patel points out in his study that the distinguishing factor that makes or breaks evergreen content is the steady incline of search volume. When creating evergreen content, choose keywords that are of high value to your business and have a decent search volume to maximise results. You can also run a competitor analysis and see what your competitors are talking about. Don’t copy their content but use their content to find gaps and see if you can go deeper on the topic than they do.
Answer the questions your customers are asking
As a business owner, you know who your customers are and what their common questions and concerns are. Utilise that and create content that answers the questions directly. This allows you to build authority and trust with your community.
Be unique to your brand and get emotional
Create content that is original and feels like your business. Before you even sit down and write a blog, create a video, answer some questions, review your tone of voice (or branding values) and set a precedent for how you want to add value to the conversation. One way you can capture attention and build your organic presence is by being genuine. Showcase your knowledge of the challenge your customers are facing and your passion for your products, services and solutions.
Aim to be ten times better
To be on the first page you need to research the topic you want to rank for and aim to be 10x better. 10x content comes in many forms but inspires business owners to reach new potentials with their content. Some of the ways you can be 10x better are by:
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- Answering the question and showing the results in a 2-5 minute video.
- Presenting your point of difference in a product review article.
- Expanding on the content in a podcast to provide greater insight.
- Researching and developing a well-written article that provides consumers with a deeper understanding of the topic.
- Creating a step-by-step guide and distributing it on social media on how to use your product.
- Conducting your own research and presenting it to your audience.
It’s important to note that just because you are trying to be 10x better than the current results, it doesn’t mean it needs to be super long or technical. In fact quite the opposite – you want to be engaging and relevant, keeping your audience on their toes the entire time.
Tips for evergreen content
Focus on Core Topics with Lasting Relevance
When creating evergreen content, it’s essential to address topics that serve as the bedrock of your industry. Whether it’s a fundamental skill, an enduring question, or a perennial challenge, these subjects remain consistently relevant to your audience. To identify these topics, consider what information people will always need, regardless of seasonal trends or changes in technology. This could involve crafting content around “how-to” processes, in-depth tutorials, or comprehensive resources that provide value year after year.
Craft timeless narratives
To ensure the longevity of your content, it’s important to write in a timeless manner. Refrain from anchoring your content to specific dates, events, or periods that can quickly render it obsolete. Instead, aim for a narrative that speaks to ongoing themes and perennial interests. By avoiding time-sensitive language, you’re creating a resource that’s as applicable to readers today as it will be to those in the future, thus increasing its lifespan and utility.
Invest in depth and clarity
Evergreen content should be the epitome of clarity and depth. Take the opportunity to explore topics exhaustively, leaving no stone unturned. This approach not only positions you as an authority on the subject but also ensures that your content provides comprehensive answers that stand the test of time. It’s the quality of content that encourages visitors to bookmark, share, and return to it as a trusted point of reference.
Google’s algorithms are designed to favour comprehensive content that delves deeply into topics, as this tends to be more useful for users. While there’s no universally ideal word count, a suggested length is often around 1,000 to 2,500 words for articles aiming for depth. This range allows enough space to cover a topic thoroughly, integrating various subtopics and nuances that signal to Google the content is a rich resource. However, quality and relevance should guide content length more than any specific word count target.
Keep content fresh and accurate
Even the most evergreen of content may need a refresh from time to time to ensure it remains accurate and informative. Set a schedule to review your evergreen pieces periodically to update any outdated information, statistics, or best practices. This not only helps maintain the evergreen status of your content but also demonstrates a commitment to accuracy and reliability, further enhancing your reputation as a trusted source.
Employ strategic SEO techniques
To maintain the visibility of your evergreen content, it’s imperative to optimise for search engines using targeted keywords that are consistently searched for over time. Conduct keyword research to find terms with a steady volume of searches and low volatility. Incorporate these keywords naturally into your content, titles, meta descriptions, and headers. Remember to also use internal linking to keep your evergreen content connected with newer posts, which helps in maintaining its relevance and search rankings.
How to optimise a web page for Google
Ready to become evergreen?
At Pixeld, we are experts at creating evergreen content that aligns with your business and gets you results. Our marketing specialists work directly with your team to uncover key topics and high-value search terms to create an extensive content strategy that aligns evergreen content with your business.
If you are ready to start investing in inbound marketing, get in touch with us.
