Keeping your website updated with fresh content can be a heavy lift. Part of your job as a content marketer includes regularly researching topics, developing new content ideas, and creating content, all of which take time. One way to direct a steady flow of traffic to your website without dedicating additional time to your content is by publishing what’s known as evergreen content.
Evergreen content includes topics users can return to repeatedly over time. Content examples include the fundamentals of infographics or the differences between search engine optimization (SEO) and pay-per-click (PPC). Evergreen content generates more organic traffic and traffic over time, it’s easy to maintain and creates organic backlinks to help improve SEO.
If you’re just starting to build evergreen content for your website, follow the tips below.
Is your content time-sensitive and educational?
Simply put, evergreen content should remain relevant for a long time. Therefore, you should not create content surrounding fleeting topics, such as the latest iPhone update or a U.S. presidential election. While your piece may have an initial spike (known to some as the “spike of hope“), interest in the trending topic will eventually wane. Your evergreen content should also educate your audience. Think about what your audience is searching for and write about that. They’re most likely searching for general information about a topic. This may include lists, top tips, instructional how-to tutorials, videos, and product reviews. Keep your content relevant to your business. For example, if you’re an IT services provider, creating a list of the top ten antivirus programs would be a good topic. While this may seem like a topic that has already been covered, adding a unique viewpoint will make your blog post stand out.
How to use keywords effectively
Completing keyword research is one of the first steps in creating evergreen content for your blog. When developing your evergreen content strategy, stay away from trendy topics and instead focus on topics with search traffic potential. You can find high-volume keywords using SEO tools (such as SEMrush or Ahrefs). After brainstorming ideas for content, add some of your keyword ideas to your platform of choice. Then you’ll be able to see if your keywords have enough search potential. Don’t be alarmed if the most effective keywords are a little longer than those you came up with; this is common. After you determine the keywords you should use, don’t forget to put them in the titles of your blog posts whenever you can to help with increasing your blog’s ranking.
Regular content maintenance
While evergreen content provides your small and medium business (SMB) with the opportunity to create sustainable material, you should check on it regularly. When conducting maintenance, assess outbound links and update older pieces when new information comes out. Also, review older content annually to ensure it’s still relevant and accurate for your audience, which may change over time.
When building your evergreen content strategy, keep the above tips in mind, and you’ll be well on your way to having a highly trafficked blog.