Want to know the secret of receiving a constant stream of organic traffic to your site? It’s called evergreen content. I get asked about it all the time, so I decided to share some tips on how you can create stellar evergreen content that lasts.
Before I start, I want to mention that developing evergreen content takes considerable time and creativity–so don’t get the impression that this is a get-rich-quick scheme. Your pursuit of evergreen content will require patience and effort.
What is Evergreen Content?
Evergreen content basically means well-written content about topics that do not go out of date—or at least, not easily.
Evergreen content is valuable for a number of reasons and is a worthy investment for companies of all sizes.
It increase your brand’s authority and provides your website with a solid foundation of quality content that’s both sustainable and SEO-friendly. And unlike blog posts about recent news stories or industry trends, evergreen content theoretically never goes bad.
In content marketing terms, it’s the kind of content that drives traffic for years and continues to be something people search for. While it might not cause an initial spike in traffic, it increases traffic steadily through organic search.
5 Tips for Creating High Returning Evergreen Content
While very few people are going to argue against the value of evergreen content, an even smaller percentage understands how to create high quality and high returning evergreen content that justifies the upfront investment of time and money.
If you want to craft stellar evergreen content that’s effective, keep the following tips in mind.
Choose the Right Format
When it comes to evergreen content, the hardest thing is to hone in on the right format. There are a number of different types of evergreen content, and your goals will dictate which is the most appropriate for you.
Here are the most popular types:
- How-To Posts: Presently speaking, how-to posts are the most popular form of evergreen content. In fact, this article is a “how-to” post. The information provided in this article is actionable and will hold its value for years to come. How-to posts are extremely versatile and can be used in a variety of ways.
- Lists: If you look around social media, you’ll notice that some of the most shared posts are those involving lists. People enjoy these posts because they’re relatable. Marketers enjoy them because the content remains relevant without needing to be touched for years.
- Quizzes: You can file quizzes under the heading of “interactive evergreen content.” Much like lists, people love quizzes because they’re engaging and personalized. Brands often use quizzes to help potential customers make buying decisions. For example, a car dealer may have a quiz that helps buyers discover which vehicle fits their needs best.
- Annual Posts: We’re approaching the end of 2015 and the beginning of 2016, and therefore, the content marketing industry is about to go crazy with “annual posts”. Each year, we release another installment of the same article to create an ongoing series that readers anticipate.
There are probably a dozen different types of evergreen content, but these are four of the most common. Depending on what you’re trying to accomplish through your content strategy, one type might be more valuable to you.
Long-Form Trumps Short-Form
In an internet landscape where short social media posts are the norm, evergreen content stands out as different.
The articles are typically longer, and there’s a good reason for this.
More words allow you to elaborate on the subject, incorporate more natural keywords, and establish your content as the go-to resource on the subject you’re discussing. It’s imperative that you don’t compromise quality for length, though.
Using superfluous language just for the sake of extending the length of an article does no good. When you’re creating something that’s meant to last, there are no cheap words. High quality, long-form content should be your goal when creating evergreen content.
Write in Layman’s Terms
Evergreen content is usually designed to reach your customers. If you’re writing for your industry peers, you’re probably doing something wrong.
Use layman’s terms, concrete examples, and relatable subjects. If you want to write dense content on advanced topics, create a whitepaper that can be shared between businesses.
However, if your goal is to create something that your target market shares and enjoys, it must be relatable.
Develop a Traffic Acquisition Strategy
Even the highest quality evergreen content is useless without readers. As important as the content itself is, how you drive traffic to the content is even more important.
Evergreen content doesn’t always provide an initial spike in traffic. It’s built for long-term returns and steady organic sharing.
Start Creating Stellar Evergreen Content Today
While evergreen content is placed on a pedestal for a reason, the truth is that creating high-quality evergreen content that holds its value for years really isn’t that difficult.
However, you need a strategy and be consistent. Over time, you’ll start noticing the exponential growth evergreen content can bring to your site.
Because in reality, as your site grows the majority of your traffic will come from just 20% of your posts.
This post originally appeared on SyedBalkhi.com, and is re-published with permission.
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