Why You Need a Pool of Evergreen Content
What is Evergreen Content?
Evergreen content is content that stays useful and relevant as time goes by. It can be promoted long after it was published and generates significant social media exposure, due to the length of promotion. It is important to note that in this ever-changing industry of online that we work in evergreen content can be something that is considered relevant a year from its publication. Considering the rate at which content is churned out and the evolving industry for an article to be relevant for a year is rather impressive.
The Characteristics of Evergreen Content
Timelessness: Evergreen content should be relevant regardless of the time of consumption. Sometimes evergreen content may require some tweaks and additions but for the most part should be timeless.
High quality and value: In order for content to be evergreen it needs to earn it by being valuable and of high quality, otherwise people won’t share it and consume it. You have to create content that works for its exposure and thus earns its evergreen title.
Authoritative: An evergreen item of content is typically the definitive source on that topic, which means it’s most likely well-researched and substantial. A great tip for creating an authoritative article is to cover a framework or principles of a concept.
To ensure you’re on the right path consider the following question:” will users still read my article and find it useful in a year from now?”
Why Evergreen Content is so Crucial
As mentioned before evergreen content is timeless and of a high quality which means it will rank well in search engines over time. Due to this consistent high ranking the content will attract more readers to your blog and website. If your content is optimised for lead generation, your evergreen content will boost your lead generation further. Evergreen content needs to be of a very high caliber which means for every piece of evergreen content you are further establishing your brand as an expert in the field.
The beauty of it all is that every action has a cumulative effect. Every piece of content builds on previous ones. Carina Claassens wrote: “If you post, let’s say, five articles a week on your blog, that’s 20 a month and 240 a year. If your content is evergreen it will always be relevant to your market, and if it’s not, there’s always content repurposing.” – The Cumulative Effect of Content Marketing.
A great way of creating evergreen content is by repurposing your content, need some help with that then check out this article: Content Marketing 101: Repurposing Content.
Here are Examples of Content that are not Evergreen
Data and statistics-based articles, example: 12 Revealing Charts to Help You Benchmark Your Business Blogging Performance [NEW DATA]
Evergreen content is essential to your content marketing efforts. Having a large pool of evergreen content allows for your content to be both substantial and timeless. These attributes allow your content to work hard, which leaves you to leverage that success and establish yourself as an industry expert.
Julian Karstel is a Digital Marketing Consultant for Sound Idea Digital |@JulianKarstel|Julian@soundidea.co.za |
Sound Idea Digital is a full service digital agency |www.soundidea.co.za |
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