Are you looking for a way to drive traffic to your website for several months or even years without continually creating new content? Evergreen content might be the answer! It enables you to capitalize on your publications’ lifespan, enhancing your company’s visibility and saving you time. Are you interested in learning more? Here’s what you need to know about evergreen content.
What’s sustainable content?
Are you looking for a way to drive traffic to your website for several months or even years without continually creating new content? Evergreen content might be the answer! It enables you to capitalize on your publications’ lifespan, enhancing your company’s visibility and saving you time. Are you interested in learning more? Here’s what you need to know about evergreen content.
How to create sustainable content
Journalists sometimes produce evergreen content when the news cycle is slow. This lack of news forces them to write profiles or public-interest articles that aren’t necessarily related to current events. They try to interest their readers by covering boilerplate subjects. You should do the same!
Start by identifying relevant keywords that highlight your services or your company. Next, find a subject that interests your target audience and offers valuable information. Ask yourself what your audience is looking for online.
For example, a kitchen cabinet manufacturer could use the keywords “renovate” and “kitchen” and write an article titled “7 original ideas for renovating your kitchen.” This article provides timeless information about home renovation. Plus, it uses simple keywords that are likely to be used by the target audience.
4 things to avoid
To create evergreen content, you must avoid making certain mistakes that could cause search engines to push your content down in the search results. Here are some common traps to steer clear of:
1. Statistics
Avoid using data and statistics that are associated with a specific time period. These will quickly become outdated and lose their relevance. Plus, Google is likely to notice!
2. Hot topics
Don’t discuss news-related subjects if your goal is to generate traffic to your web pages over several months. These are often forgotten too quickly. If a high-profile event inspires you, try newsjacking instead. This marketing strategy can help you expand your audience.
3. Trends
It can be tempting to create content about new trends. However, this type of content is short-lived unless you can offer a unique perspective or angle. For example, “3 lighting trends in 2018” could become “3 tips for lighting your home.”.
4. Seasonal subjects
4 Seasonal subjects
If you want to generate traffic to your web pages throughout the year, it’s best to avoid writing about seasonal subjects. However, you can strategically use seasonal subjects to increase your audience at specific times of the year. For instance, an article featuring recipe ideas for festive get-togethers may not attract much attention in the middle of summer, but it can still be helpful for two or three months out of the year. Ultimately, deciding whether it’s relevant to your marketing strategy is up to you.
What works well
If you want to create content that resonates with your target audience, write simple and informative texts. It’s essential to ensure that your content is easily understandable by the average person. Using tutorial or list-format articles is a great way to achieve this. For instance, a cleaning company could publish an article titled “How to clean a leather sofa,” while a pest control company could write about “5 tips for keeping ants out of your home.” These articles provide valuable information that answers their customers’ questions.
You can also explain or clarify certain concepts related to your business as long as your content remains accessible. For example, if you’re a florist, you could generate traffic to your website by explaining how to care for orchids. Similarly, if you specialize in selling natural health products, you could write about the differences between osteoarthritis and arthritis. You’re sure to attract curious people to your pages!
In short, there are no limits to your imagination. Remember that in addition to making you money, evergreen content can save you time.
Check out our blog for lots of practical advice about content marketing!