make it evergreen
the green, green grass of content
First things first, evergreen content has nothing to do with font colour, nor does it have anything to do with forests and trees. Although, for the sake of this article and our love of a good metaphor, you may see a few unapologetic references to trees scattered around.
Evergreen content refers to content that will always be considered relevant; the type of content that will always be interesting and provides information that doesn’t age and is crucial to your SEO strategy.
What counts as evergreen content?
As time passes, you may notice that some of your articles or content on your website go through an autumnal phase in which the page visits dry up, it is at this point that you should brace yourself for a perpetual state of winter. This is because that particular content has an expiration date; it is no longer relevant because things have changed since it was written. This usually happens to articles on industry news, products and trends.
Evergreen content is the antithesis to this. If done correctly, evergreen content will remain in an eternal summer; the information will stay fresh and readers will always want to bask in the sun of that particular article. That is, they will continue to share and promote the content, which in turn will get your website more traffic over a longer period of time.
“For in the true nature of things, if we rightly consider, every green tree is far more glorious than if it were made of gold and silver”
Martin Luther had a point here. You can dress up a current news article or topic with all the glittering gold and shimmering silver that you want, but the truth remains that the shine will eventually fade as its relevance quickly deteriorates. However, this doesn’t mean that you should focus solely on producing evergreen content. Articles on the latest news will always encourage a flurry of immediate website visits and will assure your readers that you’re up to date with the goings on in your industry. For example, our article on website trends of 2015 is losing more and more leaves as time goes by, and no amount of TLC from our green fingers will save it as it focuses solely on the year 2015, but it did well at the start of the year when people were researching ways to refresh their website. With that being said, our article on the importance of content provides information that is both timeless and informative which in turn keeps our blog fresh and encourages visitors to keep returning.
So, what can you do to provide your content with the nutrients needed to stay evergreen? Over the years, we’ve helped mighty oak trees grow from the smallest of acorns, here’s our top advice for creating evergreen content.
Don’t neglect the roots
Finding a consistently interesting topic that doesn’t date will be the most crucial part of the process. The idea behind your article will form the roots which will ultimately define how your content blossoms and grows. For example, “how to” articles are a great example of evergreen content. People constantly search Google for advice and more often than not, this advice remains relevant for years to come. Other great examples of evergreen content include:
- “History of” articles – history is unlikely to change, so if you write an article about something that’s already happened then it will be consistently relevant and informative.
- Top tips – similar to “how to” guides, a Top Tips articles will give you relevant advice that can be useful for years.
- Interviews – people are often interested to read what certain influential people within their industry have to say, even when those interviews become a little dated.
- FAQs – they’re called FAQs for a reason. People will continuously search for the answers to certain questions thus making your content relevant to them for a long period of time.
Nurture Vs. Nature
If you want your content to attract visitors for years to come, then you need to put the work in. It isn’t enough to just come up with a compelling idea, it needs to be executed well. You should put your heart and soul into nurturing your little sapling, it should be well-written and reflect your style. If your content is too technical and serious then it runs the risk of becoming dull. Your content should be engaging and have a human tone of voice to bring a breath of fresh air to the subject matter that you’re discussing.
Trim it down
Evergreen content should be informative and interesting, but it also needs to be concise. Writing evergreen content can be a daunting task. You’re essentially relying on one article to explore everything there is on one particular topic in a way that remains timeless and interesting. If you feel like you’re waffling on a bit, then it’s time to don your finest lumberjack shirt and trim it back. You don’t want to overload your readers with too much information, so it’s important to condense your content in order for it to remain fresh.
These tips should ensure that the seed of your content blossoms, but good copywriting is an art which needs to be practiced. If your content could do with a bit of maintenance and TLC then give us a call and speak to us about our copywriting service.
Content & Creative, Digital Marketing