In the world of SEO and content marketing, there’s no disputing that content is indeed king. However, not all kings are created equally.
Like any monarch, a good king wants to reign for as long as possible and, in the world of SEO, the true king of longevity is undoubtedly evergreen content.
What is evergreen content?
Okay, before we go any further, let’s put a label on evergreen content so we know exactly what we’re dealing with here.
Taking its name from the evergreen tree that maintains its leaves all year-round, evergreen content is content that stays relevant long after its initial publication date.
For example, a blog titled “Fashion Tips for 2019” will automatically become dated the moment 2020 hits, not to mention the content within it will be very much seasonal and specific to that time period.
Conversely, a blog based on the subject of “How to Get Bigger Biceps” may still be relevant in ten months, if not ten years times, provided the text within it doesn’t refer to anything topical at the time of publication.
Benefits of evergreen content
Most content, particularly newsworthy posts and topical reporting, stays relevant for a relatively short period of time.
Take a review of a football match, for example. While the article may receive a lot of attention upon publication, the hits will significantly drop off in next to no time, as the story quite literally becomes “yesterday’s news”.
Meanwhile, evergreen content will remain consistently applicable, regardless of when you view it. As such, the KPIs of evergreen content are a steady flow of traffic over time, self-generating repeated backlinks and healthy amounts of sharing over social media.
When it comes to content marketing ROI, evergreen content also provides excellent economical value. While it may take a little longer to produce and require more time and attention to detail, the end result will last and provide a far greater return over time.
Creating evergreen content
If you’re looking to create long-lasting content for your site, there are a number of tips for evergreen content that are well worth keeping in mind.
Here are a few different ways to approach your content in pursuit of evergreen pastures.
Content that’s designed to educate and inform is a great starting point when it comes to creating evergreen content. “How To” guides and FAQs are prime examples of this, providing a solid base for useful information that can be relevant long after it’s published.
For example, if you own a website that sells musical instruments, a post detailing how to change guitar strings is pertinent and won’t become dated any time soon.
Meanwhile, a history site that posts factual blogs dedicated to historical events is unlikely to feature information that changes over time, barring any new evidence or scientific breakthroughs.
Similarly, practical content that can be used by the reader can also stand the test of time. This is particularly applicable to content that promotes personal growth and self-betterment.
Useful information that can be applied in the real world in a manner that’s not tethered to a specific time period can live a long and prosperous life, even in the fast-paced environment of today’s modern world.
For a prime example of this, look no further than How to Win Friends and Influence People. Dale Carnegie’s self-help classic was first published pre-WW2 in 1936 and still sells in bundles to this day.
Research, results and statistical information are also key players when it comes to evergreen content. Authoritative content backed by supporting evidence is also a magnet for backlinks, which can be invaluable for SEO.
While date stamping and time referencing is generally to be avoided when constructing evergreen content, research and statistical info are somewhat of an anomaly, as information such as this can often be referred back to after the fact and still be deemed useful.
For example, a post studying crime rates in the UK can be utilised years after the fact as a point of reference for comparative purposes, providing a useful means of measuring positive or negative change and trends.
The topic itself can also have a heavy influence on the longevity of an article, with fast-moving industries that are constantly evolving typically breeding posts with a shorter shelf life.
Subjects such as fashion, sport and politics where a revolving door of news is commonplace often feature content that becomes old extremely quickly. Meanwhile, steady topics that remain relatively constant over time – such as health, careers, parenting, etc – can prosper long into the future.
After all, career advice from the 1980s can still be relevant today. Fashion advice, not so much.
If your site produces content at a rapid pace over the course of the day, week or month, it won’t take long for your evergreen content to become buried beneath other content that may not be as enduring.
To keep your evergreen content strong in the public consciousness, it may be worth adding an additional tab or drop down in your site navigation, such as “Top Blogs” or “Guides”.
This can help highlight these pages and make them stand out from the crowd of daily blogs and content.
It also allows you to expose your visitors to your evergreen content in a far simpler manner, without requiring them to dig through pages of historical content to find them.
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