What is Evergreen Content?
I love all the nuances of crafting a 5-star brand profile, a digital presence and client/prospect-facing communications.
I have a marketing and branding background and I am dying to help accounting professionals create a brand that reflects who their values, services and missions. And then I want that profile to be shouted from the digital rooftops!
I have a blog on this that you may be interested in checking out.
But I don’t get into the weeds SEO and content that creates it. My friend Meredith does though. In fact this is all she does and she wrote a cool article about it and I wanted to share it with my community.
Enjoy…
If you’re involved with SEO, content marketing or any kind of web marketing, you’ve probably heard the phrase “evergreen content” and been told that your site needs to have it. So what is evergreen marketing, and why are evergreen articles good for SEO?
Today we’ll be explaining the basics of evergreen articles, how to write an evergreen content piece, and why incorporating evergreen posts into your blog strategy is essential for killer content marketing.
WHAT IS EVERGREEN CONTENT? A DEFINITION
Evergreen content is SEO content that is continually relevant and stays “fresh” for readers.
So Why Is It Called “Evergreen”?
The term “evergreen” sounds familiar even to the non-marketing ear because evergreen trees (usually the pine or fir variety) are often used to decorate homes at Christmas. The evergreen tree is a symbol of perpetual life because they retain their leaves throughout the seasons, rather than shedding. Like the trees, evergreen content is considered sustainable and lasting.
Maybe you are thinking, “Hey, wait a minute. All content online is sustainable; the articles and blog posts don’t ever disappear.” When we talk about a piece of content being “evergreen,” we mean that evergreen content is content that continues to be relevant long past its publication, so traffic grows over time.
To better clarify what kind of writing is considered “evergreen,” we can examine what types of pieces are specifically not evergreen.
WHAT EVERGREEN CONTENT IS NOT:
News articles
Statistics or numerical reports that are likely to change and go out of date
Pieces about a specific holiday or season
Articles focused on a current trend or pop culture fad
Latest clothing and fashion trends
Evergreen web content has (virtually) no expiration date and ideally will retain its value over the long-term. Anything written about this year’s presidential election, for example, is not evergreen content because it will become obsolete six months from now and many keywords associated with that topic will end up in the Google graveyard, never to be searched again.
COMMON EVERGREEN FORMATS
Below are some common evergreen formats you might consider in generating lasting content.
Lists
Top Tips
Instructional “How To” Tutorials
Encyclopedia-esque Entries
Product Reviews
Videos
Writing in these formats does not automatically make your piece evergreen, but these structures tend to work well with evergreen writing. Videos are especially effective when you need to illustrate how to do something, like how to frost a cupcake or how to grout a tub. If videos aren’t possible, consider using a series of images (photos or illustrations, diagrams, etc.) to your advantage.
Simply yours, Kellie :-}
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I sell cloud accounting templates, standard operating process handbooks and client guides to help keep your processes evergreen.
