As a content writer for an NJ SEO company, I do it all the time; I research the latest trends and advancements, the things people in the industry are doing most at the moment and the things they’re doing least, and the statistics to support the ensuing findings.
However, when it comes down to it, this kind of content will only have serious value to its target audience for so long. Trends, fads, the latest stats, etc., these kinds of topics result in content with a relatively short shelf life.
That’s where evergreen content comes into play. Evergreen content is timeless, with relevance and value that can withstand the test of time. So, read on to find out how you can start folding evergreen content into your strategy.
Where do you start?
First off, do your keyword research and development just like you’d do when creating any type of content and then build your plan around your findings.
From there, think about building instructional content, historical based content, lists, reviews, testimonials, case studies, FAQ pages, etc. Infographics, images, social media content, and content created via video production work well too.
Now these forms don’t render it automatically evergreen, they just tend to work well as jumping off points when trying to create evergreen content.
As far as topics themselves, that obviously depends on your industry and what you do in it, but it all starts with your target audience.
You need to know them like the back of your hand, their preferences, interests, etc., and you should also have an idea of where they’ll be at in terms of the buying cycle when they consume the content you’re creating.
The trick is to think broadly yet be specific.
Now, you don’t have to be an NJ SEO expert to know that when it comes to content marketing, any content you create needs to be relevant to your industry, but for it to be considered evergreen, it may need to be useful outside of it as well.
That’s why it helps to take a step back and think broadly when coming up with topics. Yes, you need a specific topic, but remember, the content needs to have lasting value to be considered evergreen.
So you need to come up with topics that your audience will generally find interesting or useful, topics they’d be interested in learning about that may not have all that much to do with your business. Then it’s time to get specific.
So, if you sold shoes, for example, maybe you could create content around an old remedy you know for cleaning a certain kind of shoe or a trick for organizing a large shoe collection.
The point is, evergreen content needs to be comprehensive, a one-stop shop for that specific topic, but to find that topic, you may need to take a step back and think broadly.
Now, when you take this kind of step-back approach, you’ll come across topics that seem to be fully covered, and that’s when it’s on you to add something new, something unique, something that deepens or expands the scope of the original content.
Just don’t focus solely on creating content with a short shelf life.
No one’s saying that content built on stats, trends, seasonal topics, and anything else with relevance that will inevitably be obsolete doesn’t have value.
It does; it’s just that far too many business owners and marketers trying to build a presence online solely produce this kind of content and leave evergreen content out of the plan altogether.
That’s a mistake. Nowadays, you need content with lasting value in order to establish your site as a wise and worthwhile industry source and to maintain an authoritative presence online. Now, evergreen content is a crucial piece of the puzzle.
About Climb The Search: A leading SEO company in NY and NJ, CTS offers the complete package of search marketing services, including inbound marketing, search engine optimization, and website design. At Climb The Search, we help businesses grow, every day.