Why Your Website Needs Evergreen Content
Did you know that 44% of marketers consider content production as their biggest challenge? So if you’re struggling to create content on a regular basis, you’re not alone.
When most companies are stuck for ideas, they revert to content related to so-called “topical” content about current or trending events. Understandably, many companies have focused their content on Covid-19 because it affected all of us and remains relevant today. But the problem with topical content is that it has a limited ‘shelf life’ and quickly loses relevancy.
While we certainly recommend including some topical content in your content marketing strategy, it’s also a good idea to include a healthy mix of evergreen content. Evergreen content is content that’s continually relevant and stays “fresh” for longer. As “timeless” content, evergreen articles allow you to drive results for months, if not years.
Join us as we take a deep dive into evergreen content to explain what evergreen content is, why it’s important and how you can create evergreen content.
What is Evergreen Content?
Like the name suggests, evergreen content stays relevant over time with little or no need for upkeep. Evergreen content remains relevant long past its publication date regardless of seasons or news cycles.
It’s critical to distinguish between evergreen content and evergreen topics.
Evergreen topics are topics with consistent search volume and relevance over time, like:
- Ways to grow your business
- SEO Content
Evergreen content is content that’s created about these topics, such as:
Why Evergreen Content is Important
We’ve previously discussed the long-term value of content marketing and why content marketing is a savvy investment for businesses. However, it’s important to draw attention to some of the specific benefits of evergreen content:
- Remains relevant – Evergreen content doesn’t change with the seasons or trends so it stays relevant for significantly longer.
- Matures over time. Evergreen content matures over time, which allows it to increasingly attract visitors and deliver results. Research shows that blog posts only get 1/3rd of the traffic on the first day, but generate 1-2x this amount over time.
- Improves SEO – As evergreen content matures, it climbs the SERP results allowing you to eventually rank on page 1 for highly competitive keywords.
- Encourages backlinks – As your content builds value over time and attracts visitors, other websites will naturally provide backlinks which further adds to your results.
How to Create Evergreen Content
Choose the right keywords.
Tools like SEMrush or Moz can help you find keywords with a high search volume over a long period of time. These keywords allow you to identify evergreen topics that will make your content stand out from the crowd.
Focus on quality content
Since evergreen content remains relevant for longer, it’s worth making the extra effort during the initial content creation stage to avoid needing to undertake large scale changes in the future. Remember to add hyperlinks to other related evergreen articles to improve your SEO rankings and help readers navigate your knowledge hub.
Repurpose your content
Evergreen content remains relevant over time, which means you can repurpose it into other forms of content and incorporate it into your wider campaigns. Instead of coming up with a whole new topic, you can convert older evergreen articles into a video or social media content in future months.
Stay Up-to-Date & Review Links
The SEO value of your content changes as Google releases new algorithm updates. So it’s a good idea to check on your evergreen posts periodically to make sure your stats are up-to-date and external links are still valid. Broken external links are bad for SEO so you may need to add new hyperlinks as other websites change or move.
Create SEO Evergreen Content with Copy House
Do you need help creating SEO optimised evergreen content that continues to deliver results long after you hit publish?
Here at Copy House, all of our content strategies focus on evergreen content, so our clients can make their marketing budget go further and see results for months to come.
Send us a message to find out more about how we can help you get the most out of your content.