When it comes to marketing, content marketing has become a major focus for many businesses. However, not all content is created equal and it is super important that you generate high-quality evergreen content for your business. In this post, I will be sharing why you need to be creating evergreen content for your business, as well as breaking down exactly what evergreen content is and giving you some advice on how you can create your own evergreen content.

 

WHAT IS CONTENT MARKETING?

According to the Content Marketing Institute, 

“Content marketing is a strategic marketing approach focused on creating and distributing valuable,
relevant, and consistent content to attract and retain a clearly defined audience
— and, ultimately, to drive profitable customer action.”

 

Now content can come in many forms including:

• Blogs
• Videos
• Infographics
• Podcast episodes
• Case Studies
• Whitepapers
• Checklists
• eBooks
• Social media posts

Essentially, anything that is created and distributed to provide valuable information to a defined audience can be classed as content marketing. Now often I will talk about having a core platform for your high-value content as being central to any marketing plan. If you don’t already have a platform for your high-value content then you might want to give ‘How to choose the right platform for your high-value content’ a read.

Now that you are clear on what content marketing is we can delve deeper into evergreen content.

 

WHAT IS EVERGREEN CONTENT?

Evergreen content is a type of content you would use as part of a content marketing strategy and evergreen content is simply content that never goes out of date. Now never might be a bit strong, however, the idea is whether someone access that content today, next week or next year it will still be applicable and useful. This is the opposite to timely content that might be related to a specific holiday (Halloween, Christmas, Valentines Day), something happening at a specific time, or around a topic that changes, therefore, content quickly becomes out of date (such as social media).

WHY IS EVERGREEN CONTENT IMPORTANT FOR YOUR BUSINESS?

Unlike timely content, evergreen content will be informative for years, which means it can be classed as core content for you to reference over and over again. Having this core evergreen content has multiple benefits for your business.

 

1- Evergreen content is great for search engines

 

Google doesn’t necessarily pick up your latest blog post the day it is posted but the beauty of evergreen content is that you don’t need Google to quickly index it. Also, you don’t have to worry about a blog post getting indexed and then people landing on content at the wrong time. Evergreen content allows you to make the most of Google and if you manage to index well for a piece of evergreen content you can ride the wave of organic traffic for an unlimited period into the future.  

 

2- You can use evergreen content in your automated email sequences

Do you currently have a welcome sequence for when new people join your mailing list? If not, you might be able to set one up using your evergreen content. Since this content is timely it is something that you can set up once and not have to worry about having to change in the future. Maybe you have a video that takes delves deeper into a topic the original freebie / lead magnet was about? Or maybe you want to provide some context into why you do what you do and you have a podcast episode exploring that. Evergreen content allows you to direct new subscribers to your best content that will help position you as an expert and build the “know, like, and trust” factor, without you have to do any extra work after the initial set up.

 

3- Evergreen content is perfect to use in a social media schedules that recycle content

Creating social media content can seem like a never-ending task, especially when you are a solopreneur creating everything. That is why some social media schedulers, such as Recurpost and Meetedgar, decided to create a function that allows you to recycle content easily. Now to get the most out of a social media scheduler that recycles content you need evergreen content, because as I started earlier evergreen content is relevant whenever so it does matter it gets posted tomorrow and then the 19th September next year and 1st July the year after.

Now obviously you can just create content specifically for social media, but by creating posts that lead to evergreen content and then adding them into your scheduler it means you will be continuing to push traffic to older content in the future without any more work (now I know you like the sound of that).

Hopefully by now, you can see the great advantages creating evergreen content has for your business so now it is time to start making that evergreen content.

 

HOW DO I CREATE EVERGREEN CONTENT?

Creating evergreen content is similar to create content in general. You want to always be thinking what will my audience find valuable. In order to get you started thinking about your future evergreen content think about the three following things:

• What questions am I often asked
• What topics do I refer to over and over again
• What concepts are central to the work I do

Answering these three questions should help to get you started. Then go through all of your ideas and mark all of the ideas that are evergreen.

Then take those ideas and start adding them into your upcoming content calendar. Then you will follow your normal content creation and publishing process. Don’t forget once you have published some of your evergreen content to go back and see if you can use any of that content in your automated email sequences or recycling social media schedulers.

 

ARE YOU READY TO START USING EVERGREEN CONTENT IN YOUR MARKETING?

Hopefully by now you are confident on what evergreen content is, why it would be great for your business and how to create it.

I would love to know in the comments one evergreen content idea you have come up with whilst reading this blog post.

And if you would like more support to get your content marketing strategy in place, or even your whole marketing strategy sorted then book a free discovery call to see how I can help you market your business like the pro you are!