There are many ways to make your website copy stand out. Whether you’re carefully selecting and naturally incorporating keywords related to your organization’s industry or simply ensuring the use of unique content, the methods with which you can enhance your website’s SERP standing are seemingly endless. One such manner that is often overlooked and is nonetheless crucial to a great content marketing strategy is the creation of evergreen content.
It comes in many forms, but its primary characteristic - which gives it its namesake - is that it is not made any less beneficial with the passing of time. While a variety of articles, blog posts and other sorts of content can be phased out quickly - whether with the passing of years or just within a few days - evergreen content concerns topics that are unlikely to change and contains information that will be as easily utilized in a decade as it is on the day it’s written.
How Can I Implement Evergreen Copy in My Content Marketing Strategy?
Needless to say, some content will simply never be evergreen. News articles, for example, tend to be relevant for an extremely limited amount of time – and that’s fine, since that is how they serve their purpose. Usually, reports concerning statistics at a given time are also the opposite of evergreen. While these types of pieces are undoubtedly advantageous in many contexts, they shouldn’t be your exclusive source of content, if avoidable.
Fortunately, there are more than a few ways to create content that will stand the test of time. Consider the following types of copy:
- How-to articles: Not every how-to article is going to remain entirely relevant to the trends of society, so ensure that you’re covering topics that won’t become less important as the years pass when crafting content intended to be evergreen. For example, a how-to article concerning typewriter use may be eternally factual, but it’s unlikely to spur a traffic boom. A press release instructional article, however, will likely remain a valued resource in the long run, as press releases are tools that will likely be used liberally for years to come.
- Lists: Simply suggesting that “lists” are evergreen might be deceptively vague, but there are many ways in which one can craft an evergreen list. Consider, for example, compiling a list of top resources referring to a specific subject. As long as the resources compiled - links to videos, articles, etc. - are factual and functional, the list will likely be evergreen, holding appeal for anyone interested in the subject.
- Encyclopedic content: Here again appears the concept of cold, hard facts. An article concerning the origins of your particular industry or area of expertise, or an in-depth exploration of the evolution of a certain type of product, will always be valuable to a variety of readers, from casually interested hobbyists to avid researchers.
- Stories: There’s always a place in the world for an engaging, well-spun tale. In a stricter, more businesslike context, stories could come in the form of case studies – discussing something that went well or tanked entirely can stand as a lesson learned from which visitors to your website can benefit greatly.
Obviously, there are many more avenues that one can take, but the precise choices you’ll be required to make in respect to evergreen content will inevitably be different based on the needs of your company.
Finding The Perfect Balance
As mentioned, not all of your site’s content is going to be evergreen – it’s simply imperative that there are evergreen resources available that will continually draw traffic over time. Unique, time-sensitive content will also help boost your SERP ranking due simply to the fact that it’s A) unique and B) content, despite holding a more limited appeal. To remedy this, consider updating posts with current information on a regular basis or establishing an article series that will examine a time-sensitive topic. Ultimately, such a series could be beneficial to many site visitors seeking to learn more about your niche, particularly when the topic includes in-depth details and statistics.
Make Sure To Monitor Your Results
Suffering from disappointing traffic numbers? Evergreen content may be the path to success you’ve been looking for. Take these details into consideration each time you create copy for your website, and be sure to use analytical tools to track the results that each piece generates.
Are you experienced with the creation of evergreen content? Have any further suggestions? Be sure to leave a comment below, and connect with Virtucom Group on our LinkedIn and Instagram.
About Virtucom Group
Consistent business blogging yields results – more clicks, more subscribers and – ultimately – more conversions. Whether you’re writing an automotive blog, an accounting blog, a healthcare blog or a home renovation blog, blogging for business and content development are useful for any industry. Follow the content writers at the Virtucom Group blog as they share digital marketing tips and discuss website content writing services that can optimize your business blog.
