As a business owner, you know that marketing and the content that goes along with it, is a foundational part of growing, selling and establishing yourself in your industry. However, creating effective content that engages your audience, builds brand awareness and increases sales can be challenging.
One way that helps to address that problem, and create consistent lead generation, is by creating evergreen content regularly.
Evergreen content is content that is always relevant and doesn’t go out of date – it’s timeless. It is an excellent way to create consistent streams of traffic to your website or blog and your social channels. This regular traffic drives leads and sales for your business.
Here are 3 of the best reasons to add evergreen content creation to your content marketing strategy.
1. Evergreen content has a long lifespan
Evergreen content never goes out of style.
One of the biggest benefits of creating evergreen content is that it has a long lifespan. No matter if someone finds a blog post today, or a year from now, the information they get is still applicable and relevant.
Unlike news or trending topics that are only relevant for a short time, there will always be an audience for evergreen content.
For example, if you run a gardening center that sells seeds, you could create an evergreen blog post about “The Best Vegetables To Plant Each Season”. This type of content is always relevant and can continue to attract visitors to your website for years to come.
Over time, your evergreen content can become a significant source of traffic, leads, and sales.
2. Evergreen content is SEO-friendly
SEO – search engine optimization – is an absolute must for driving traffic to your website. The more traffic you receive, the more leads and sales you are likely to generate.
Evergreen content is particularly beneficial for SEO because it tends to be more detailed, informative, and value packed than other types of content. This means that it has a higher chance of ranking on search engine results pages (SERPs).
Additionally, evergreen content can attract links from other websites (backlinks), which can further boost your SEO!
3. Evergreen content can be repurposed
Evergreen content is some of the easiest to repurpose into other high value pieces of content.
You can take a single piece of evergreen content and turn it into different formats such as infographics, videos, podcasts, social media posts, email – the possibilities are huge! This approach can help you save time and money on content creation while continually reaching a wide audience.
Additionally, repurposing evergreen content can help reinforce your brand message and establish your business as a thought leader in your industry.
Creating Evergreen Content
Highly valuable, and easily to repurpose, evergreen content usually falls under the umbrella of pillar content.
Pillar content is a type of content that provides very detailed, comprehensive and authoritative information on a subject. This is usually one of your main content buckets (or content pillars) in your marketing strategy.
These types of content are usually long form articles or long form video that dive deep into a major topic that you cover in your marketing.
For example, as a content writer, I could write a pillar post about “The Ultimate Guide To Writing Effective Marketing Content”. That would be an article that covers so many smaller aspects of content marketing – ideal client, SEO, research, formatting, etc – and one that will remain relevant and valuable for a long time.
That kind of article is also easy to repurpose by simply pulling out sub–topics (The 5 Best Ways To Learn About Your Ideal Client, for example) to make into shorter blog posts, social media posts, video or audio content.
Think of evergreen content as the final term paper and the smaller topics you pull out as essays.
Regularly creating high quality evergreen content is incredibly helpful in so many ways – build authority, boosts SEO and makes repurposing content far easier.
What kind of evergreen content could you create this week?!
And if you’re looking for some help creating that content, or getting a handle on your marketing in general, let’s talk!
Reach out to me here – Let’s chat, Katie!
