Evergreen content is the term given to a publication that deals with a subject that is persistent in time, which does not fall by the wayside.
If you have a blog, for example, and you don’t have time to update it regularly, what do you think would happen if the page only had news and topics of recent discoveries, which stop being searched over time?
The lack of updates to any blog or social network would make them receive fewer and fewer hits. But if you feed it searchable content at any time, you can keep the traffic at a reasonable level.
That way, evergreen content doesn’t only need to be applied to blog articles.
If you create a digital bait in guide format, just to illustrate, it is important to pay attention to the topic of this guide, whether it is obsolete and may be left behind, or not. The same is true for posts to social networks such as Instagram and LinkedIn.
In this post, you will understand what it is, what the advantages are and how to produce this type of content. Come on?
What is evergreen content?
Do you know what is not related to the evergreen strategy? Fashion and trends. Everything that is fleeting. Probably, when a content is produced, the expectation is that it will last, that people will consult it more than once.
As much as you don’t produce anything related to news, some details in the production can cause your content to deviate from what is evergreen and end up falling by the wayside. You’ll understand better when you read the evergreen material production tips later on.
Is it worth focusing my digital strategy on this type of content?
Producing evergreen content isn’t exactly a rule of thumb, but it’s reasonable to follow this strategy, yes. Follow why:
Get Advantages with Positioning on Google Pages
One of the arms of content marketing advocates the production of materials that, in the long run, help you to be found in Google searches in an increasingly easy way, on the first pages.
Thus, the type of content that tends to keep and increase your traffic month after month is evergreen. Create lists, answer questions or demystify beliefs… these content categories are often timeless and useful on a recurring basis to the general public.
Have content that needs to be updated less often
Because evergreen content is a well-established topic, you will hardly need to update it — which makes a big difference in the content production routine of those who work with technology, for example, who already live with many updates.
To consistently produce and have a strong presence in the digital world, you need to optimize your time whenever you can, and creating evergreen content is in favour of that.
Generate leads continuously
Evergreen contents, as a rule, are conceptual, explanatory and punctual. They attract leads from a particular profile. The more dispersed subjects, related to events, can attract any type of visitor.
In this way, perennial content is able to attract that expected audience, of potential customers, whom we also call leads.
How to produce evergreen publications?
Interested in the strategy? So check out now the best tips to keep your content perennial.
There is a way to make it evident, to give clues that a publication is perennial: choose specific titles, such as these:
- Which is…
- Frequently Asked Questions about…
- What to know before starting…
- Know all about…
- How to create…
- Checklist for…
Funnel Top Contents
Reason with me: evergreen content is one that should be visited for a long time. So, new people are showing up to consult you, right? Therefore, your agenda should not be so detailed about your business. Her target audience should be people who still have no idea what you do.
The top content is that. They are accessible themes and languages, so that any visitor who, although not familiar with your product or service, understands what it does and feels somehow attracted (when reading the call to action at the end of the evergreen content).
Strategy with dates and context
Traditionally, you avoid inserting dates at all costs in perennial content. But, even in order not to compromise the user experience, it is possible that from time to time it is necessary to present dates.
So, instead of using expressions like ‘currently’ to refer to a period of crisis, for example, choose ‘in this period of crisis’. Regarding even more explicit words like ‘today’ or ‘tomorrow’, it is totally unnecessary to use them. Avoid them.
Transparency with updates
Even if your perennial content article speaks of a very well-established subject, it is normal and also recommended that you update it at some point.
So, so that the visitor understands that you have dealt with the topic in the most current way and that they can trust the content, make visible the date the post was updated. Detail: don’t want to get around this by updating only the date and pretending that your content is current. There are many competitors and if the reader notices this move (and he probably will), his authority in the market could be compromised.
Alignment with your Thank You Page
On the Thank You Page, you thank a lead for downloading an infoproduct or digital bait and invite him to an action that reveals the next steps he could take, such as reading an article.
Then just link to evergreen content. Thus, the lead’s chances of identifying with the topic discussed will be greater than if you linked it to a theme that is not exactly perennial.
Food for email streams
Evergreen content can also be associated with lead nurturing email streams. That is, the periodic sending of messages to maintain a bond with the audience. Make a good copy directing the audience to the content on your blog.