This post was updated October 2019.
Most websites live and die by search engines.
Searches drive 34.8% of all online traffic, so it shouldn’t surprise you that, on average, 27% of marketing budgets go into content. After all, if readers can’t find yours, your website might as well not exist.
Here’s the problem, though – most content has a limited shelf life.
We’re not kidding when we say limited, either. Some studies say, by the time a blog post turns one-month-old, it’s already past its peak.
That’s about the same as the lifespan of a common housefly.
To put it simply, if you want your website to stay relevant, you need content that can stand the test of time.
You need evergreen, onsite content.
Are you ready to increase your post’s longevity? Of course you are, so let’s get to it!
Why Evergreen Site Content Is Essential for Your Website’s SEO
Evergreen content on your site is the little black dress of the marketing world – it always works for you, and it never goes out of style.
We already talked about the short shelf life of most online content. That happens because as time passes, the things people search for change.
Let’s say, for example, you’re in the market for a new computer, and you’re looking for a buying guide. The search results you see in 2019 aren’t going to be the same ones as the ones from 2018.
New products come out so fast, the results you see during Q1 and Q4 within the same year will probably look very different.Clueless on what to publish? Go for something that lasts -- start writing evergreen site content! @JuliaEMcCoy tells why they win over content with limited shelf life and some tips on creating one. 🌲 Click To Tweet
Now, what happens if instead of looking for a buying guide, you search for “what do I need to know when buying a computer?”. Here are some of the results you’d see:
While the products themselves might change, the basics of what you need to know before you buy a computer likely won’t for a long time.
Here’s why that’s good news for you:
- Evergreen content will keep bringing in traffic long after other posts on your blog start collecting dust.
- Evergreen content is more likely to attract backlinks, particularly the more in-depth you go.
- If you choose your topics well, evergreen content will always be of interest to your audience.
In movie terms, think of evergreen content as a baseball field. “If you build it, they will come,” and they will keep coming for years.
2 Simple Tips to Create Evergreen Site Content for Your Blog
We know evergreen content is the bee’s knees, but how exactly do you go about creating it?
That’s the kind of topic we could write a book about. For now, though, let’s talk a minute about the two key pieces to getting evergreen content right every time:
1. Pick Evergreen Topics
The bad news is, not all topic ideas lend themselves well to evergreen content.
When we create content, one of the things we ask ourselves is who are we writing for? You always need to have an audience in mind, and your content needs to answer a specific question.
If you think people aren’t going to be asking that question in a month or a year, then that’s not an evergreen topic.
Some examples of imaginary articles that are not evergreen content would be:
- Best Running Shoes to Buy in 2019
- Your Guide to The Emmys (And Who Won What)
What if we were to flip those ideas around and look for an evergreen content angle? Here’s what that might look like:
- What You Need to Know Before You Buy Running Shoes (X Important Tips)
- The Emmys Throughout History: X Key Defining Moments
Evergreen content doesn’t need to come in list form, but hey, who doesn’t love a good list? Search engines most certainly do!
The takeaway here is, in most cases, there’s an evergreen angle you might not be considering. With a little brainstorming, it should come to you.
2. In-Depth Research Makes Truly Evergreen Content
Content that stands the test of time does so because it’s thorough.
To put it another way, there are articles and there are articles. The latter category includes the type of content that’s evergreen because it covers a topic from every angle you can imagine.
It’s the same logic behind Skyscraper pieces. Someone might have already tackled an idea before you do, but that doesn’t mean you can’t do it better.
But to get there, you need to do tons of research.
If you don’t know a topic in and out, you can’t write about it with authority. Without authority, your content will wilt, and other websites will knock you out of the top spots in the search engine result pages (SERPs).
We know what happens once you lose those coveted spots, you want to hold onto them as tightly as possible.
Writing evergreen content requires a massive investment of time, which is why, in some cases, the smart move is to bring in expert help.Two key pieces to remember when creating evergreen site content: 1) pick the right evergreen topics -- have your audience in mind and your content should answer their questions. 2) research -- and tons of it! Click To Tweet
Get the Most Out of Your Content Marketing Budget with Evergreen Site Content
If you want truly evergreen content, your best bet is to hire expert writers that know the subject in and out. They can help you pick the right topics, do the research for you, and then you can sit back and let your website reap the rewards.
Evergreen content is a surefire way to enhance your content strategy. Check out our content shop to see how our expert writers can help you.