Achieve Better Results with Evergreen Content
This article was published on August 29, 2024
Categorized in: Content
When it comes to creating a content marketing strategy, it is easy to fall into the trap of writing content that is current, trending, and maybe even news-worthy. While there is nothing wrong with this on the surface, it is important to understand that this type of content gets outdated fast and may not be the best approach for your content marketing strategy.
Your content needs to work for you for the long term in order to really help you grow your business. This is where evergreen content comes in – or content that never gets out of date. Here are some of the reasons why it can help you achieve better results:
Improve Your Long-Term Results
By definition, evergreen content remains relevant as time goes on. What this means is that when someone visits you site and starts clicking around, they can feel comfortable knowing that whatever content they read will always be relevant. If your audience senses that your content is outdated, it sends the message that you aren’t current in your business.
Over time, this helps attract more traffic, keeps its appeal over the long-term, and encourages growth. Current or trending content, in contrast, doesn’t encourage growth. It doesn’t tend to do well as a long-term strategy. You need the evergreen content for this. Keep in mind that is part of a good long term-strategy, your content should also achieve a variety of purposes, such as aligning with the sales cycle.
Evergreen is Better for SEO
One if the biggest benefits of evergreen content is what it can do for your SEO. Content that never gets out of date has enough time to mature and reach its potential in the search engines. This means that over time, your website has the chance of being returned for a host of relevant search results.
Not only that, but the more evergreen content you have for this purpose, the better! The goal here is to have a lot of evergreen content at once, and this will give you slow, steady, and relevant growth. Short term content doesn’t seem to do as well simply because the search volume tends to decline over time.
Helps Establish You as an Authority
Another great thing about evergreen content is that it establishes you as an authority in your industry. It positions your business as a reliable source of information. When visitors read your content and find it helpful, chances are pretty good that they’ll want to read more. The more they read, the more they will associate your brand as an authority on a given topic.
For this to work, you need to have a lot of content that creates a good foundation, and this foundational content is evergreen in nature. This is the content that goes a long way to positioning you as an authority.
This isn’t to say that you shouldn’t post information about trends, industry or company news, and other types of shorter-term content. You do need a mix to keep your audience interested. However, the majority of your content should be evergreen.
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is a digital marketing expert and President of Brick Marketing. With 25+ years experience, he specializes in solving complex digital marketing challenges through SEO, content marketing, social media, PPC, email marketing, SEO for AI (GEO) and conversion optimization.
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