The purpose of having compelling content on your website is to draw people to your site, and keep them there. However, constantly updating a website can be costly – this is where evergreen content can help you maximise your marketing budget.
What is evergreen content?
In layman’s terms, evergreen content is long-lasting content that doesn’t go stale.
It’s search-optimised content that is generic enough for readers to find useful again and again. In fact, if done right, it can help you gain more and more traffic over time. If the content is time bound, which evergreen content typically isn’t, it has the potential to drop out of trend fairly quickly.
Why is it budget friendly?
Evergreen content will always increase in value for money over time, as you pay for it once but it continues to stay relevant.
The best way to optimise your content marketing strategy budget is with a mix of both fresh, “on-topic” content, and content that remains relevant long after its been posted on your site. This strategy will ensure you are seen as relevant, or even a thought leader in your industry, while at the same time not spending a fortune on constantly creating up-to-date content.
The more your evergreen content is read, linked to and shared, the more likely it is that your post will move higher up in the search engine rankings, which will bring in more website traffic and even provide you with continual lead generation.
It’s not always easy producing evergreen content
Choosing content can be difficult and often topics have been covered several times before. It can often be tempting to simply continue to do the same things to promote your business.
However, creating content that people find informative and relevant that connects them with your business can be priceless as it attracts more traffic to your website over a longer period of time – sometimes even years after it is posted.
Take a look at topics that other companies have covered for inspiration, but always make sure you put your own unique spin on it.
Read more: Creating Evergreen Content Strategies
What can good, long-lasting content look like?
Generally, you will find effective, long-lasting content in the form of:
- How-to topics,
- Product reviews.
These can be written articles or other formats, such as videos. The content should always be relevant, and search-optimised for it to work as well as you plan it to.
When deciding the content topics for your website, consider what your target audience will find useful today, and in 5-10 years time. It could be “A Patient Guide to a Hip Replacement”, “How to File Your Tax Return” or “5 Key Considerations When Writing Content”. These topics may change moderately over time, as technology advances, but on the whole the advice today will also be relevant in the future.
What evergreen content isn’t
Evergreen content cannot on its own win you business. It should support your wider content marketing strategy. Always cover a mix of evergreen and news-related or ‘trending’ topics.
However, it is important to remember that news items you link to in your content, or any statistics and facts, may lose their relevance quite quickly.
Likewise, with fashion trends, economy issues, and specific seasonal content, it it highly likely to go out of date at some point.
Marketing Square has a team of copywriting experts
We have a team in place that specialises in a variety of industries, including healthcare and professional services so you don’t have to struggle through it all yourself.
Let us prepare a three month content strategy for you, mixing both evergreen and topical content to give you the best results in line with your business goals.