Does your content use "luck" of the green? If you produce evergreen content, it does. Evergreen content can feel like a lucky hit – reaching a potential customer at just the correct time. Using a percentage of the content you produce on evergreen topics allows you to get the most from your content marketing strategy. It can also help your website to grow by making more clients, followers, or subscribers and provide valuable and useful assistance to site users. Consider including evergreen content in your branding as an opportunity to spontaneously plant a forest of chances for your brand's content marketing.
However, first, let us see what evergreen content is.
What is Evergreen Content?
Evergreen contents are timeless pieces that do not expire, ever. They are always relevant for majority of your target audience. The expression takes its name from trees and bushes that keep their leaves throughout the year (they keep growing regardless of season). Such evergreen content maintains or increases its value over time because it is useful — but not necessarily timely.
Content marketing is all about delivering the appropriate content to the correct person at the right time. However, pinpointing the moment precisely when a precise person requires a particular content piece isn't straightforward. Including evergreen content (blog posts, articles, videos, infographics, etc.) in your marketing strategy will help. Think of your evergreen pieces as canned goods. A well-stocked content pantry means visitors will always find something worth consuming.
Tips to Generate Evergreen Content
We will now focus on ways our content marketing investment can generate evergreen, fresh content.
1. Choose a Topic that is Evergreen
Sounds a little foolish but topic selection is decisive for your marketing game. Now, what makes for an evergreen and timeless content? One way to ensure timelessness is not to tie the headline and the issue to a seasonal event. For example, an article on cake decoration does not necessarily have to be during Christmas or New Year’s. You might also want to avoid trending seasonal images. Visuals that are relevant round the year make a topic timeless.
2. Create Timeless Content about Timely Topics
Once again, write in such a way that your content does not just speak about recent issues. Rather it indicates to issues that are always surrounding us. One example could be writing about whether news should disrupt the content calendar. It is relevant in a post-Covid world but it also speaks to general problems that are a part and parcel of human lives.
A sound content marketing strategy will look at all the possibilities while selecting the topics. You must ask yourself if your ideas will speak to your readers both today and tomorrow. If yes, then meticulously develop them.
3. Transform Existing Content into Evergreen Ones
Coming up with new topics for the same clients is not humanly possible. You can only say the same thing in so many ways. Thus, repeating the same content in myriad ways will bore your customers and reflect poorly in terms of conversion. Here, a clever thing would be to slightly moderate some content in a way that makes it updated. This shows that you keep track of recent happenings and also are in the loop of how things are done.
4. Provide Updated Links
You can also include links to pages that will direct the readers to where the latest details are. Thus, you do not have to moderate your content regularly and yet have evergreen pieces. This strategy makes content marketing less cumbersome and yields superb results!
5. Have a Plan!
The creativity myth will have you believe that idea strikes randomly, in a moment of “eureka”. Well, its far off actually. For the right idea to strike, you must build a plan, carefully and meticulously. You must have a clear idea about your content’s purpose. Then have a schedule consisting of a certain number of evergreen pieces that you will generate. Next is highlighting them on your content calendar so that you get timely reminders. Last but not least, set goals over a long span. Remember the adage: good things come to those who wait.
Final Thoughts
A sound content marketing strategy that creates evergreen content is like alchemy. Like the old belief, it changes the base ideas into noble, profitable ones. However, a professional can show how these are not simple tricks but require training and careful execution. We Love Digital Marketing, based in Kolkata, helps brands get recognition and ROI by using the creative with the technical. We focus on content marketing, mobile marketing and much more. We are committed to helping our clients get outstanding results in their digital marketing operations.
