Creating fresh, high-quality content is vital for building sustainable organic traffic to your website.
But as you create your content plan, it’s easy to get caught up in the hot topics that everyone in your industry is focusing on right now.
Jumping on new trends as they emerge will always be important. However, a good portion of your content should also aim to stand the test of time.
This is why evergreen content is such a valuable asset for your business.
In this article, we’ll explore what evergreen content is, why it’s important, and some tips for creating evergreen content that will continue to drive traffic to your website long after it’s published.
What is evergreen content?
Evergreen content is timeless and ever-relevant. It’s the kind of content that your audience will want to read today, tomorrow, and months or even years from now.
This could be a how-to guide, an explanatory piece on industry jargon, or evergreen listicles like “The Best Coffee Shops in Manchester”, “The Top 15 Questions to Ask Yourself as a Business Owner”, or “The Essential Top 72 Marketing Questions For Growing a Business“.
As long as the information in your evergreen content remains accurate, it will continue to be relevant and useful for a long time.
Why is evergreen content important?
In a world where the average attention span often seems shorter than that of a goldfish, evergreen content can be a breath of fresh air.
It’s the perfect antidote to the ever-changing trends and news cycles that can quickly make your content feel outdated.
The biggest benefit of evergreen content is that it continues to bring organic traffic to your website long after it’s published, which is why it’s such a valuable asset for any business.
In fact, according to GreenGeeks, having evergreen content can boost your overall web traffic by 283%.
This is no surprise for us at KUB, where all of our top-performing blogs are evergreen. If you want to check them out to see what makes them so successful, they are:
- The top 10 challenges facing SMEs
- The Top 15 Questions to Ask Yourself as a Business Owner
- How To Set Your 3-Year Goals to Kick Start Business Growth
- How To Create the Ultimate B2B SaaS Marketing Strategy
- The Essential Top 72 Marketing Questions for Growing a Business
As you can see, evergreen content comes in all shapes and sizes. But what all of these pieces have in common is that they’re ever-relevant and continue to bring traffic (and customers) to our website.
Tips for creating the best evergreen content
Now that we’ve established what evergreen content is and why it’s important, let’s explore some tips for creating evergreen content that will continue to be relevant long after it’s published.
Do your research
As with any piece of content, evergreen or not, you need to start with thorough research. This will ensure that your content is accurate, well-informed, and relevant.
Use sources such as Google Scholar, trade publications, and industry thought leaders to inform your evergreen content. This will give you the data and insights you need to write authoritatively on your chosen topic.
Write for your audience
Your evergreen content should also be written with your target audience in mind. After all, they’re the ones who will be reading it!
Think about what kind of evergreen content would be most useful or interesting to them. For example, if you run a small B2B company, your audience might be interested in an evergreen piece on “The Top 10 Challenges Facing SMEs”.
Keep it evergreen
When writing evergreen content, it’s important to focus on topics that are not likely to change or go out of date anytime soon.
For example, a how-to guide on using a specific software program will be evergreen, but a guide on the newest features of that software will not be.
This doesn’t mean you can’t link to relevant stats – just remember to update them as they change over the coming years.
Make it shareable
Your evergreen content should be shareable and easy to read. This means including plenty of images, infographics, headings, and lists to break up the text. By making it sharable, you’ll be able to attract backlinks that will help to give your website more authority.
It also means making sure your evergreen content is optimised for SEO. This will help it to rank highly in search engine results, making it more likely to be seen and shared by your target audience.
If you’re not sure how to create high-quality, sharable written content, check out our guide on how to write an effective article.
Promote your evergreen content
Just because your evergreen content is always relevant doesn’t mean it will automatically get noticed by your target audience. You need to actively promote your content if you want to maximise its reach.
There are a number of ways to do this, such as through social media, email marketing, paid advertising, and optimising it for SEO.
Update your content regularly
While evergreen content should be ever-relevant, that doesn’t mean it can’t be ever-evolving. As time goes on, you should update your evergreen content to ensure it remains accurate and relevant.
For example, if you have an evergreen piece on “The Top 10 Challenges Facing SMEs”, you might update it every year or two to reflect any changes in the landscape.
But this advice doesn’t just go for your evergreen content. It’s good practice to update all of your written content at least every three years to ensure it stays relevant to your audience. And, if you have old, low-traffic content that is no longer fit for purpose, don’t be afreaid to simply delete it from your site.
Monitor your evergreen content’s performance
Finally, it’s important to keep an eye on how your evergreen content is performing. This will help you to see what’s working and what isn’t and make any necessary changes to ensure your content continues to be successful.
To do this, you can use Google Analytics or another similar platform. This will give you insights into things like how much traffic your evergreen content is getting, how long people are spending on it, and what kind of engagement it’s receiving.
Plus, if there are certain types of content performing significantly better than others, this can inform what direction you take in the future.
By monitoring your evergreen content’s performance, you can make sure it continues to be a valuable asset for your business.
Creating evergreen content takes time and effort, but it’s well worth it. By following these tips, you can produce high-quality evergreen content that will continue to be relevant and engaging long after it’s been published.
If you need help creating high-quality evergreen content to drive more traffic to your business’s website, we can help. Get in touch today to find out more.