You’ve heard the term evergreen. As in evergreen trees. Trees that retain their leaves all year round, so are always green, hence evergreen.
But what does evergreen mean when it comes to blogging? What is evergreen content? And why does it matter?
What is evergreen content?
Just like evergreen trees, evergreen content doesn’t change. It doesn’t date like news, so it remains relevant weeks, months or even years after it was published.
The great thing about evergreen content is that it actually becomes more valuable over time. By being repeatedly shared through email marketing and across social media, it can bring more relevant traffic to your site, and occupy valuable search positions for extended periods of time.
We first heard the term from Tim Ferriss, who wrote a long blog post on the topic. Since then, it’s become a bit of a buzzword in the blogosphere. Anyone trying to grow their email list knows that evergreen content is key.
How do I create evergreen content?
By its very nature, evergreen content becomes more valuable over time. So how do you know whether the content you write now will still be relevant, in fact will be even more relevant, in 6 months or a year from now?
Well, the truth is, you don’t. You can’t actually predict what content will be evergreen. But you can make a pretty good guess. Think about your business and your industry. What kind of content will your audience find useful time and time again, without becoming out of date?
Here are some examples of content formats that are likely to become evergreen:
- Frequently Asked Questions (FAQs)
- “How To” guides
- Case studies
- Glossaries of terms and phrases
- Lists of tools/techniques/solutions/mistakes
- “History of” articles
Of course, evergreen content doesn’t only have to apply to blog posts. It can be in any or all of the following formats:
- written articles
It’s worth noting that evergreen content sometimes comes as a surprise. In which case, you might question whether there’s any point trying to create it in the first place. We believe there is, as any content created needs to fit into a broader content strategy that provides mutual value to both the audience and the business.
Here are our top tips for creating evergreen content:
- Brand awareness: your content is always about your brand, so align your content to your brand and ask yourself “What do I want to be known for?”
- Everlasting love: content should appear timeless; it should feel fresh and current, so avoid anything that might seem outdated the following year. Or remember to update it!
- Get emotional: your content should make people feel something; you want them to appreciate your help and sometimes even be entertained.
- Leave out the dates: including a date in your article can immediately render it “old” so it’s best to avoid dates if you can.
How do I know if my content is evergreen?
You might get a feel for how popular your content is by the comments and shares it gets on your social networks. But the only way you can really know for sure if your content is evergreen, is to measure it.
That’s where Google Analytics comes in. Once you install Google Analytics on your site you’ll be able to track just about every useful metric you can think of! You can see how many views each page has had, how long people stayed on each page, where they left your site from, how they arrived on your site, whether they were referred to your site from elsewhere, what their geographical location is. And the best thing is, you can track all these metrics over any period of time.
So, if you have an FAQs page on your website, and you’ve also written a blog post featuring a beginners guide to some aspect of your business, you can track and compare these pages to see which is most popular over time, i.e. which has the best longevity.
Finding your evergreen content
If you’ve been running your website for a while you may already have some undiscovered evergreen content. Check out your Google Analytics report for the latest month and take a look at your top content report. You’re looking for a page or blog post that you wrote a while ago that is appearing in your top 10 pages. Evergreen content often brings more traffic to your site than the homepage or blog landing page.
If you have a new site then you’ll need to sit tight and keep creating content for a while. Keep checking back each month looking for evergreen content. It will emerge over time. You’ll begin to notice that some blogs perform better over time. Meaning they appear in your top 10 content longer.
Nurturing your evergreen content
Once you’ve established what your evergreen content is it’s time to start nurturing it. You need to take a good hard look at these pages and ask yourself:
What would make this page even better/more useful to my audience?
- Perhaps you can add more detail or break up the page into sections.
- Are there videos or quotes that help get the point across?
- Can you expand on this topic?
- Are there related topics that you can write about and then link to and from this page?
- What images can you add that will make the page more useful?
- Can you develop this page into a landing page or section of your site?
- Can you create a download to share with your audience?
How does your evergreen content fit in with the products or services that you offer? Can you add value to your audience by offering them something new? Be very careful about suddenly introducing a sales element to this page as it may put off your audience who may be in browsing or information-gathering mode rather than shopping mode.
Of course you’ll need to measure how your changes affect your audience behaviour. Here are a few things you’ll need to watch out for:
- What % of visitors leave my site from this page? This is called the exit rate. A lower exit rate is good.
- What % of visitors land on this page and then bounce? This means that they only visit this page and then leave your site. A lower bounce rate is good.
- What % of visitors are returning to this page?
- And finally, are they staying longer on this page as you try to make it more useful to your audience? This is measured as the average time on page.
How Wildheart can help
Creating regular content for your website, and staying on top of it, can be tough. Let alone worrying about whether your content will become evergreen or not.
But it’s the evergreen content that will help to develop your brand awareness, establish authority in your industry and build the reputation of your business. Your content will become more and more popular. And as we know, the more readers you have, the more your email list is likely to grow. And the bigger your email list, the more potential customers you have.
So what next? Why not let us help you with one of our packages:
Monthly Content Marketing Package
Sign up to one our Monthly Package and let us relieve your content headache so you can get back to what you’re good at.
Once we’ve created a content schedule with you, we’ll proofread your copy, upload and format your posts in WordPress, source & resize suitable images, add optimum SEO data, create and send branded email campaigns, and share your posts across your social networks.
We’ll even set up monthly reporting and regular skype meetings with you so you know how your content strategy is performing.
To sign up for one of our packages, or find out more, simply Book a Free Consultation and we’ll walk you through the details.