It’s a well-established fact now that content marketing is among the best methods of driving traffic to your site. However, when preparing content for your website there are a few ground rules you need to follow – one of which revolves around the idea of creating ‘evergreen’ content.
What is evergreen content?
Evergreen content (like the tree) is ‘timeless content’ that stays fresh forever and never loses its leaves. Evergreen content is blog posts, infographics, articles and other types of media that stay relevant forever and consistently generate lots of traffic.
How do you create evergreen content?
Let’s start with how not to create evergreen content. The big no-no if you want to create consistently traffic boosting content is to create time-sensitive articles. Covering current topical events, celebrities, memes, politics, holidays, latest gadgets and updates are all examples of time-sensitive content. While they might generate quick bursts of traffic, in the long run they won’t do you any favours at all.
What do we mean? Well let’s say you decide to write an opinion piece on the potential impact of a new piece of technology on your industry. You write the article, post it on your website, share it on social media and run an advertising campaign to generate more hits. This would drive a lot of new traffic to your website in the short-term, (happy days!) but due to the nature of the content, interest will die down. Your article will, in a few months, or years, be out of date and may even look rather silly if none of your predictions came to pass.
To create evergreen content that works for your business you need to come up with content that suits your target audience. How can you help your customer? What are your businesses most FAQ’s? What are your customers ‘pain points’? Using blog posts, articles, infographics and other forms of media you can help address those points, move your customers closer to a purchase and establish yourself as a leader in your field.
The key though is to create content that will stay relevant and only require occasional tweaks. You can then rely on it driving traffic through social media and through search engine results for years to come.