One of the must-have resources for your inbound marketing strategy is evergreen content. The inbound methodology aims at laying a strong foundation while providing value to your audience. The method is long-term and can generate results long into the future when all the components are in place.
The kind of content that stays relevant and never goes out of date is known as the evergreen content. It is likened to those trees that never lose their green even in dry conditions. Evergreen content is hence considered sustainable and lasting.
Olivia Perek-Clark, the manager of New Breed’s Inbound Team, says, “The same concepts and principles can be applied over time.” Such content keeps showing up in search rankings, driving traffic to your business, and creating awareness of the brand.
The content keeps paying dividends, long after it has been published. However, this happens only when you produce information that people will want to look for throughout the years.
The Importance of Evergreen Content
Evergreen content goes a long way to save your marketing budget. It helps you overcome the vicious cycle of creating new content, experiencing high traffic, which later diminishes over time. You then have to go back and create new content to drive traffic, and the cycle continues.
Evergreen content is valuable for your business since it calls for upfront resource investment. However, unlike other types of content, it has a much higher payoff, for a much longer time. It’ll build compounding returns over time, and you, therefore, want to make it a part of your content marketing strategy.
Olivia recommends making 35% of your content evergreen. Ensure you also take advantage of current hot topics for the short-term boosts they provide. After all, you don’t want to appear ignorant of what’s trending in your industry.
Tips for Creating Evergreen Content
An excellent place to start in creating evergreen content is to find the right topics. This you can do by focusing on keywords that show stability in popularity and traffic trend. Such keywords tend to have a high search volume and are trendy.
You also need to choose a format. This ranges from blog posts, pillar pages, case studies, and gated long-form guides. Take note that evergreen content isn’t limited to just written content and may be presented in video form.
Evergreen content tends to center around a fundamental subject in your persona’s educational journey. It should speak to topics that aren’t nuanced or timely; hence you should avoid issues on current events or industry trends.
Avoid super technical content, as this tends to change as technology evolves. However, something based on thematic takeaways as opposed to the specifics of a single event will have a lasting impact.
For example, a post on how to react to specific Google Algorithm updates may lose relevance within a short time. On the other hand, a blog on how to respond to Google Algorithm updates, in general, could be evergreen.
Once you publish evergreen content, it doesn’t mean you never have to touch it again. Olivia says that regardless of the type of content, always be prepared to build periodic performance evaluations into the process.
Your personas will evolve, and it’ll only help your business if you can adjust your content’s positioning. This is to ensure it remains relevant to the audience, mainly if it includes statistics that should be regularly updated.
Freshening up the visual appearance of your content also ensures it doesn’t look outdated. Your efforts will bring performance benefits as search engines are on the lookout for regularly updated content.
One of the strategies of increasing the ROI of your content marketing strategy is to have evergreen content. Such pieces continue to generate leads for years to come. As you create material about the trending issues, dedicate a good portion to topics that’ll stay relevant for a while.