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Benefits Of Evergreen Blog Content
Benefits Of Evergreen Blog Content
You may have heard that evergreen content is the key to boosting your business’ success
online. In this article, we’ll tell you exactly what evergreen content is, why it’s so important for
the success of content marketing, and how to write high-quality, always-green content that
drives traffic to your blog month after month. Spoiler, we’re not talking about trees!
What does evergreen mean in content marketing?
Neil Patel talks about the benefits of evergreen content marketing and how brands have seen
astronomical success from content repurposing and adopting an evergreen content marketing
strategy. In fact, one company’s traffic grew a whopping 1,800% when it started focusing more
on maintaining its old content.
But what exactly is evergreen content? In short, it’s search-optimized content that, as its name
suggests, always remains up-to-date and relevant. This might be a blog post on how to lose
weight, an article on the best beaches in Ibiza, or a delicious brownie recipe. It doesn’t matter
when you write it – as long as you update it whenever it may become necessary – and the good
news is that most evergreen content requires very little effort to update.
Evergreen content can slot into your content marketing strategy alongside other types of
content. This could be blog posts about trending topics, seasonal content like a list of the best
Christmas gift ideas for 2023, or other time-sensitive content. While these other types of content
can still add value, evergreen content has the potential to bring traffic to your site for many
months or even years into the future, keeping your readers coming back for more.
Why is evergreen content so important for the success of content
marketing?
A good content marketing strategy relies on a catalogue of evergreen content like blog posts.
These evergreen posts don’t disappear from the web shortly after they are published in the so-
called “spike of hope”, as discussed by ahrefs on their free blogging for business course. The
“spike of hope” is the name given to the situation when, shortly after publishing a piece of
content, you see the stats start to grow and believe that growth will last forever. Unfortunately,
though, like many of us have experienced in the past, those views and website visits often drop,
and don’t return to the same level again. That’s one reason why evergreen content is so
important. As long as your content remains relevant over time, your business can stay relevant
even in the face of a decline in search engine traffic.
Not all of the content you create needs to be evergreen, even though you know it might keep
interest going over time. Seasonal and trending content can be useful, too, and it
certainly shouldn’t be ignored. But when it comes to keeping your older content up-to-date, to
help you know where to focus your efforts, it’s important to be able to identify the articles that
would benefit most from an update.
Start by looking at content that provides your audience with valuable information that they can
watch or read over and over again. You want this content to be a source of quality, in-depth
information so that customers will save it in the knowledge that they will always find their
answers on your site bookmarks.
In addition to reeling in continuous web traffic, evergreen content that optimizes conversions
also has the ability to generate continuous leads. One of the most important benefits of having
evergreen content on your business blog is that it can direct traffic to your website for months or
even years after it was published, which can greatly improve your position in search results.
And the higher you appear in search results, the more trustworthy you appear to
potential customers.
Since evergreen content really has no expiry date, search engines can consistently extract
certain parts of it depending on what people are searching for – as long as you incorporate
targeted keywords into your copy. If your website is all about health and fitness, for example,
then your audience is probably always looking for ‘good leg exercises’ at any time of the year,
so you should consider creating smart, always-green content on the subject.
How to write high-quality, always-green content
Now you know how evergreen content can benefit your business, you’re probably wondering
how to write it. Here are our top tips to get you started!
The first and most important thing to do before you get started is to ask yourself “what is my
audience looking for?” Understanding them is key, so it might be worth conducting some
research before you invest loads of time into writing your evergreen articles. How-to posts and
practical guides are always great options, so you could pop a poll on your social media pages
asking your followers what they would like to learn about most, for example.
Once you know what sort of thing your target audience are likely to be interested in, you can
make a start on writing your content. Search engine optimisation (SEO) is really important here
– the entire point of evergreen content is to drive web traffic, and without incorporating the right
keywords, you’ll struggle to achieve that. But good SEO is about more than just keywords – you
need to make sure your content is unique and valuable to your readers, and not just a re-hash
of your competitors’ posts. Plus, it’s important to make sure it’s still digestible, so keep in mind
that you’re writing for humans first, and search engines second!
Another thing to consider is how you write evergreen posts compared to other types of content.
Remember that people who are searching for typical evergreen topics like ‘how to’ articles are
unlikely to be well-versed in the topic in question. So, you should bear this in mind when you’re
writing – explain things in simple terms, and keep it in an easy-to-digest format. Infographics
can be really useful here, but even something as simple as splitting longer paragraphs into
chunks of three or four sentences is a good move.
Once your content is written and published, all you’ll need to do is keep it updated. Some
evergreen content will require very little – or even no – updates. It all depends on the topic in
question. If you’re writing about the best time to visit Iceland, for example, it’ll probably be pretty
static content – the weather is the same year after year. But if you’re writing a blog about best
SEO practices, you’ll probably need to revisit it quite often because technology is forever
changing, and Google is always releasing new updates. That doesn’t mean you’ll need to re-
write it every time, though – usually, adding new information or changing any parts that are
outdated is all that’s needed.
The bottom line
Evergreen content – content that doesn’t have an expiry date – is an important part of any good
content marketing strategy, because it has the potential to keep bringing search traffic back to
your website for many years after it’s published. To nail your evergreen content, find out what
your audience want to know and give them that information in simple terms. Just don’t forget to
incorporate plenty of relevant keywords into it, too.
