Creating Evergreen Content to Boost Marketing and SEO

No matter what your business you most likely take advantage of seasonal trends and time specific blogs which highlight an event or time of the year on which you can hang promotions. You will have blogs which highlight various ways in which your business or product benefits customers and potential clients. You will probably have news articles relating to your business and your industry.

But do you have a bank of Evergreen Content which will sit on your website and consistently bring in results through SEO and SERPs because it is interesting and relevant content that does not become dated? Evergreen Content adds value to the audience and is informative whether it is read today, tomorrow, or in 12 months time.

4 Benefits of Evergreen Content

  • Relevance
  • Shareabilty
  • Traffic growth
  • Leads

First Steps to Create Evergreen Content

Identify the SEO keywords which are most relevant to your business or product, especially longtail keywords – specific phrases which apply directly to your own organisation are excellent here – and then write articles which use them. Keep in mind the content must ADD value and be relevant, not
just be keyword stacked as this can be penalised by Google’s SERPs algorithms. Write compelling content which addresses your potential customer’s questions. If your article or landing page is evergreen it will continue to drive traffic to your website long after the initial social media activity campaign.

Beginner’s guides provide an entry point and explain new concepts and marketing disciplines to readers. Lead magnets such as landing pages or offers (usually free) which entice customers to swap their email address for an offer of immediate value. Below are some other common evergreen formats which are regularly used to create lasting content:

  • Lists
  • Top Tips
  • Instructional “How To” Tutorials
  • Encyclopedia-esque Entries
  • Product Reviews
  • Videos

Evergreen Content Adds Value

Evergreen Content is also a great link building exercise that will help build your backlink profile and give your website more authority via connections from other websites. This is because your Evergreen Content adds value, so it is attractive to other people writing about similar or related topics who will link to it as further reading or an example of what they are discussing. Evergreen Content continually attracts new readers because the information almost never goes out-of-date. Making the effort to create pieces for your website, while keeping SEO in mind, will help you provide your readers with useful content that they can refer back to for months and, hopefully, years to come.