I've long heard the value of evergreen content for blogs and I've written numerous blog posts with this concept in mind. Now that my blog is starting to establish a level of credibility according to search engines, I'm really seeing that value first hand. With that in mind, I want to help you better understand why you should be focusing on creating evergreen content as well.
In case you're not familiar with the term itself, evergreen content is content that designed to drive traffic to your site and generate leads. It is content that is not "trendy" nor likely to be irrelevant in a short period of time. Instead it should be able to retain its value for long periods of time (some updates may be necessary at times). It should also be something that provides inherent value to readers. It's not a fluff piece. Similarly, it should be something that you (or your company) is proficient in. For example, if you design closets, your evergreen content should be about related topics, not about swimming pool installations. Don't laugh (well, ok laugh a little bit) - you'd be surprised what people will write about to try to get blog traffic.
Your evergreen content should be well-researched, well-written, and detailed.
To help you out, here are some examples of valuable evergreen content:
- Solves your customers pain points
- Answers your customers frequently asked questions
- Lists of reliable resources
- How-To guides or tutorials
Why Evergreen Content is Valuable
Here's what I've started to learn firsthand. And it's what I've read numerous times and knew should happen.
Evergreen content will drive traffic long after it's posted.
In fact, most of the traffic will likely come months after it's posted. For example, here's a screenshot of my post on how to edit comments on Instagram.
As you can see, the post had initial traffic the first few days after it posted. Then the traffic petered out over the next month. But, now that it's been established as a relevant piece of content, the post is showing up in more and more search results and driving more and more traffic to my site. In fact, it's one of my top 10 posts almost every day now.
Of course, we all want more traffic to our blogs or websites. But the most important thing is to keep visitors on your site and convert them into leads. If your evergreen content is what your visitors are looking for, you will keep them reading, get them to other pages on your site, and potentially create viable leads.
Therefore, it's important to create really valuable content that gives readers what they want.
You'll notice from my post, How to Edit Comments on Instagram, that it's titled a "How-to" post which directly answers readers' questions. It's also a topic that people search for regularly. It's a topic that I write about frequently and a topic that I know my audience has questions about. The post itself is detailed with instructions and includes images for more in-depth explanations. I've also had to update it to accommodate a software update on the iOS system, which is documented in the post. The post has all the makings of a good evergreen piece and is paying off accordingly!
This post is often one of my most popular landing pages as people find it from searches. But once they're on the site, I'm able to determine if they leave the site, or if they go to other pages within my site, and if so, where they go. I can use this information to determine what calls-to-action to use and where to place them. I can use this information to refine future posts that will better align with this content.
Evergreen content also provides valuable SEO benefits. The more consistently your evergreen content ranks in search results, the higher it will rank in search results. It becomes a cyclical effect boosting its own value each and every time.
For all these reasons, evergreen content is extremely valuable to your blog. Take the time to incorporate some well-crafted, evergreen articles into your content strategy. You don't want to make all of your content evergreen, but you should strive to make it a part of your content strategy.
The reality is that evergreen content may not become evergreen right away. It might take months until you see the long term effects of the post. But if you write high-quality, relevant content that answers your customers' questions, it will pay dividends in long term traffic.