Unlike most of the information which makes it to the web, evergreen content doesn’t focus on social media trends or the latest news but covers a core subject, one which isn’t likely to change in the coming years, at least not drastically. For this reason the material remains relevant in the long term and therefore provides usefulness for your customers today, tomorrow and so on.
A relatively straightforward way to create evergreen content is to approach problems from the viewpoint of a complete beginner. The aim is to create a comprehensive guide to your specialist subject to provide a foundation for more advanced material, focusing on nuances and the fine details, to follow. To do this successfully you’ll need to cover as many angles, in sufficient detail, as possible.
Evergreen content adds significant value to your website and needs to be marketed as such. Time invested in raising awareness is time well spent, as it’ll no doubt result in significant and sustained traffic to your website. It’s reasonably common for true evergreen content to gain a kind of ‘industry leader’ type reverence; however achieving this requires a lot of hard work, both in writing and editing the piece and also marketing.
We know that on some level search engine algorithms favour high quality content and large word counts. As I’ve already mentioned, evergreen content is detailed, comprehensive and therefore normally quite large; as a result it tends to rank well with search engines and can help drive content to your website.
High ranking and relevant content provides you with the opportunity to generate leads and hopefully turn those leads into sales or sign ups. Obviously, copywriting is a skill in itself and probably won’t come easy, however taking the time to optimise your piece is time well spent.
Evergreen content is highly valuable to your website and your customers and continues to do so for months, potential years depending upon the nature of your field. Admittedly, it requires a significant investment in time, however if you get it right you will have created an asset that will rank well with search engines, produce a steady stream of traffic and provide you with an opportunity to convert traffic into sales or signups.