Posts

how to grow evergreen blog posts

How to Grow Your Inbound Traffic by Writing Evergreen Blog Posts

This post was updated October 2019. 

Picture this – summer is here, and your calendar is full of pool parties, barbecues, picnics, and whatnots.

You’ve been waiting for this moment for what seems like ages. ☀

There’s only one small problem.

You want to look great in your bikini, but it’s been cold out there for the past few months, so maybe you’ve stayed in and eaten one, two, or twenty more pizzas than you should’ve (no judgment, we’ve all been there!).

At this point in the game, you don’t have a lot of options. You can go on an aggressive diet, use a body wrap or two, or skip a few meals. There are a lot of ways to get fast results, but the thing is, you shouldn’t be focusing on quick fixes.

What you want is a sustainable approach that can get you the best results possible, and the same goes for blogging.

For a long time, my approach to blogging was all about putting out as much content as possible. That’s not necessarily a bad idea since there’s a correlation between high publishing rates and increases in traffic.

The problem is, quick-fire content isn’t a sustainable strategy, much like any diet that promises dramatic results in a matter of days.

If you want to grow your traffic and maintain it, you need powerful, evergreen content that’s going to keep your website in the best shape of its life for years and years to come.

4 Types of Evergreen Blog Content

maintain evergreen blog posts

  1. List-based articles
  2. How-tos and tutorials
  3. Frequently asked questions (FAQs)
  4. History-based posts

That’s a quick cheat sheet if you need help coming up with evergreen blog post ideas. If you stick to those types of content, you’re on the right path. However, you may need a little help coming up with ideas, so keep reading!

If you just fire out short trending posts that will be irrelevant tomorrow, you'll have a hard time getting results. Better grow your traffic with evergreen blog posts. @JuliaEMcCoy shares what you should start posting now. 🎋 Click To Tweet

Two Types of Blog Content: Evergreen Posts vs. Trending Topics

We can break down most of the content you’ll run across in blogs into two categories:

  1. Posts that have to do with current trends
  2. Evergreen content

Both types of blog posts have the potential to bring a lot of traffic to your website. However, content that focuses on trending topics has an expiration date.

The best way to put that into perspective is to take a look at Google’s most popular searches for the past years.

Here are some of the shiny things that caught our collective attention in 2017:

Source: Google

Now compare that to 2018 and you’ll see there’s little overlap:

Source: Google

The trends themselves change, but certain topics never go out of style. For example, those two breakdowns tell us that as a society, we care a little bit too much about sports and celebrities.

Spotting those types of big-picture trends is important because it enables you to come up with blog post ideas that tap into more lasting concerns.

I’m talking about the type of content that your readers care about now, and they’ll still care about in five years.

Chances are if you’ve been blogging for a while, you’ve already written some evergreen posts without even noticing it. The best way to spot them is to take a look at your website’s analytics.

Usually, there’s a spike of interest around new content. It brings in some traffic, and then that flow of traffic turns into a trickle.

Evergreen blog posts, on the other hand, tend to bring in a steady amount of traffic over time.

Source: Google Analytics

Blogging about current trends may give you a great ROI in the short term. However, evergreen content is the equivalent of that healthy lifestyle that will see you get to the pool party with the same six-pack you’ve been sporting all year.

Keep in mind, though – just because you follow a healthy diet, doesn’t mean there isn’t room for burgers and pizza somewhere in there and the same goes for blogging.

It’s very difficult to build an entire blog around evergreen content only because it tends to require a ton of work.

Ideally, you’ll have a healthy mix of blog posts that target current trends and evergreen articles. That way, you’ll maximize your traffic growth, and you’ll be able to maintain it ✔️

4 Types of Content that Make for Great Evergreen Blog Posts

As a rule of thumb, evergreen content is in-depth, and it has built-in longevity. Let’s break down the five types of blog content that fit those criteria.

1. List-Based Articles

The web is obsessed with list-based articles. If you do a random Google search right now, I’m willing to bet that most of the articles that come up are based on lists.

The logic here is simple. List-based articles enable you to judge an article’s worth at a glance. Know what’s better than learning 5 ways to tie your shoelaces?

Learning a cool 15. Can’t argue with that logic.

When it comes to evergreen content, you want lists that aren’t tied to specific products or events since those can change over time. Instead, go back to the basics and focus on everlasting advice. Articles like “6 Super Simple Tips for Writing Clear Sentences” will never go out of style.

2. How-Tos and Tutorials

The internet is amazing for a lot of reasons. Not only is it the best source for cat-based humor, but you can find guides on how to do anything.

Let’s say, for example, you want to learn how to change a tire. It doesn’t matter if no one ever taught you – you can look it up online, read a quick tutorial, and you’re in business.

Notice how lists are also incredibly popular when it comes to tutorials. If you can find a topic that you can break down into steps, you have a winning formula for an evergreen blog post.

3. Frequently Asked Questions

If you run a popular website, chances are there are a lot of questions you get all the time. You’re not alone, and that’s why FAQs are a thing.

We know all about that, which is why we have a shiny FAQ page.

Not only do FAQs save you a ton of time, but they also serve double duty as evergreen content. A FAQ can be both a page on your website or a lengthy blogpost that answers key questions about your industry.

The more questions you answer, the more valuable your FAQ becomes. That means more opportunities to use keywords, more traffic, and since it’s all broken down in clear sections, it’s easy for visitors to find what they want.

4. History-Based Posts

When you think about it, history is the ultimate example of evergreen content.

History is fact – it never changes, it only gets updated as we go along.

Now, here’s the deal, I don’t know what your blog is about. By some estimates, there are over 500 million blogs, and I’m only one person, I can keep up with maybe 1 million of them before things get confusing.

However, most blogs have one thing in common – they stick to a narrow set of topics or a niche.

Every niche or industry has its history. If you blog about running shoes, for example, you can write about their history, from the moment a guy first had the idea to attach spikes to the bottom of shoes for cross-country running back in the late 1800s (yes, of course, I had to Google that).

Whatever your deal is, there’s a history there, and it’s evergreen. If you can write about it and keep it up-to-day, you have winning blog content on your hands.

What evergreen blog posts should you start posting now? Try list-based articles, how-tos and tutorials, FAQs, and history-based posts. Understand what these content types are in this post. 📰 Click To Tweet

Evergreen Blogs Are Healthy Blogs

Growing your blog’s traffic is easy, in theory.

You write blog posts that people want to read about and boom, you get traffic. The thing is, the only way to maintain that traffic is to keep publishing content at a fast pace.

Option B – you write evergreen posts that keep bringing traffic long after you’ve published them (or you hire an expert writer to do it for you!).

If you need help coming up with and writing evergreen blog posts, check out our content shop.

 

how effective is evergreen site content

How Effective Is Evergreen Site Content for SEO & Websites?

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.

Nowadays, the flow of information never stops. Every day, WordPress users alone publish a staggering 2.75 million new articles, and those guys make up about only about 60% of the internet.

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.

cta

onsite evergreen content

What Onsite Evergreen Content Is, What It Isn’t, & How to Create Yours (A Key to Great Rankings)

This post was updated October 2019. 

We know that marketers that focus on content creations are 13X more likely to see dramatic ROI.

That number paints a clear picture. Powerful, engaging content is key if you want to leverage organic traffic and grow your website.

The thing is, there are dozens of options when it comes to content, yet blogging is my first love ♥ and I’m far from alone.

55% of marketers focus most of their inbound efforts in blogging. That’s because the more content you produce, the more love you get from search engines. Google alone drives 70.6% of all traffic on the web, and you definitely want a slice of that action.

The problem is, over 4 million blog posts see the light every single day.

Most of those are what I call ‘firefly’ content. It may shine bright and catch a lot of attention, but it fizzles out rather quickly.

If you focus only on firefly content, you’ll always be a part of the rat race. Working night and day to put out enough content for the next cycle, while your competitors do the same.

Not all content fizzles out in a heartbeat, though.

Sometimes, content keeps compounding traffic as time goes by. Only of every ten blog posts falls under that compounding category, yet those posts bring over 38% of traffic for most blogs on average.

That’s what we call evergreen content, and if you know how to create it, you’ll have a massive advantage when it comes to rankings.

5 Rules on How to Craft Evergreen Content

What Onsite Evergreen Content Is,

  1. Brainstorm (with your team) and pick a topic.
  2. Dig-in and research your topic to the bone.
  3. Outline your evergreen content.
  4. Get your first draft ready, then start editing.
  5. Update and audit your evergreen content periodically.

We’re going to walk you through the entire process of creating evergreen content but first, let’s get semantical.

Marketers surely know the benefits of creating content and how it brings ROI. But with millions of posts out there, how can you make content that constantly brings in traffic? @JuliaEMcCoy shares the rules in crafting evergreen content 🌳 Click To Tweet

What Exactly is Evergreen Content?

At this point, you already have a rough idea of what evergreen content is, but we can do better.

Let’s go over some quick examples to narrow down the concept even further:

  • In-depth analyses or facts: Cold-hard facts don’t change, that’s what’s cool about them. Let’s say, for example, you write an in-depth post about what content marketing is. The types of content you use might change, but the key concept won’t, and people will keep looking for answers for years to come. That’s a perfect example of evergreen content
  • How-to guides, tips, and tricks: People are always going to look for tutorials and guides to help them optimize the way they do things. The more in-depth they are, the longer their shelf life will be. Plus, writing how-to posts is a great way to increase your blog’s credibility.
  • Industry resources: It’s always interesting to read what industry experts have to say. Any insight you can give into an industry, such as guides on who to follow, case studies, and glossaries of key terms will always be in vogue.

Keep in mind – even evergreen content requires a bit of attention now and then. Think about it as the cacti of the content world. A little bit of water now and then (making sure all the content is up to date) will keep it green, happy, and thorny (maybe not the best analogy!).

What Evergreen Content Isn’t

One key factor when it comes to the longevity of content is its relevance. If we turn to Google to look at what people were looking for in 2018, it paints a clear picture:

Right there, you have a lot of great examples of what evergreen content is not. The World Cup, for example, drives a ton of traffic while it’s going on, but once it’s over, those searches peter out drastically.

Now imagine you spent a lot of time and effort writing match analyses, predictions, and discussing the results online.

That content may have brought in a ton of traffic during 2018, but right now, it’s collecting dust.

With that in mind, let’s go over some other examples of what evergreen content is not:

  • Media reviews: If you’re writing about books, TV shows, and movies, you’ll likely see a peak in traffic shortly after they go live. Then, interest will go down over time and slow down to a trickle.
  • Current events: The news cycle never stops nowadays. It’s almost impossible to keep up with the barrage of news from all over the world, so it stands to reason that content tied to current events doesn’t have a long shelf life.
  • Recent studies or statistics: Readers love statistics. They help you paint a picture quickly and increase your authority. The problem is, statistics and studies aren’t static. Numbers that were right in 2015 might have changed now, so readers will naturally flock to more recent content.
  • Anything that has to do with technology: The smartphone market is the perfect example of this. You can write a killer smartphone buying guide that brings in a ton of traffic and gets you conversions. However, as soon as the next generation of phones comes in, that content is dead in the water.

Case in point: Try any generic search for smartphone recommendations right now and you’re only going to find recent results.

No green in sight anywhere.

It’s important to understand, you don’t need to focus only on evergreen content. That’s not viable and it would ward you off from exploring a lot of cool topic ideas.

Remember that 1 in 10 blog post rule I mentioned at the start of this article? That’s a great rule of thumb. For every 10 blog posts you write, try and come up with an evergreen idea and your rankings should improve dramatically.

Evergreen content is content that lasts. Think about in-depth analyses or facts, how-to guides, tips, and tricks, and industry resources. 🎋 It does NOT include media reviews, current events, and recent studies or stats. Click To Tweet

5 Rules on How to Craft and Publish Evergreen Content that Keeps on Giving

The first step to getting evergreen content right is choosing the right topic, so let’s start with that.

1. Brainstorm (with Your Team) and Pick a Topic

So far, we’ve gone over several examples of what is and what isn’t evergreen content. That means you’re ready to start coming up with some topic ideas of your own.

Your goal is to come up with content ideas that have the potential to keep on giving for a long time. Here are two simple questions I ask myself when brainstorming for evergreen content:

  1. Are people still going to be looking for this in a month, a year, and beyond?
  2. Does this topic have enough depth to transform it into long-form content?

That’s it, that’s basically what evergreen content boils down to – it’s in-depth, authoritative content that will remain relevant.

It’s easy enough to say, but coming up with the right ideas takes work.

I’m a bit old-school when it comes to brainstorming, so I like to keep a notebook handy for when ideas come to mind. At some point, I’ll write down those I think have potential on a shared Google Doc, so my team can weigh in.

I’m just one person, there are angles I might miss, but when you brainstorm with a team, ideas flow at a much faster pace.

2. Dig-In and Research Your Topic to the Bone

Research is one of my favorite parts of writing for the web. If you want your content to hit the mark, it needs authority, so you need to dig deep, that means:

  • Finding relevant studies and statistics to back up your assertions (and stick to recent ones, as I mentioned before!)
  • Looking for similar articles published before
  • Coming up with ways you can improve on that previous content if it’s indeed out there

Research is perhaps the most important part of the process when it comes to creating evergreen content. The more in-depth you go, the more likely your content is to remain relevant for longer.

If you find there’s a ton of information out there, don’t be scared.

Google loves long-form content. So much so, the average length for the top 10 spots in most search is around 2,000 words.

That may not sound like a lot, but it is once you factor in online readers tend to have short attention spans (not you, though, you’re great! 😉).

The more data you find during the research process, the more it validates your pick, so kudos to you.

3. Outline Your Evergreen Content

Outlines are a divisive topic when it comes to writing. Some writers swear by them, others would rather fly by the seat of their pants.

I’m more of a swear-by-them kind of person. It’s not about being an organization freak either, but rather about being able to organize all my ideas and making sure the content I write hits the mark.

If you didn’t skip rule 2, then you’ve got a ton of data in your hands. Now, you have to take that and transform it into something people will want to read and share.

Outlines are your friend here.

What I like to do is start with the important sections. Take this article, for example, it has four major sections outside the introduction and wrap-up.

It took me a little while to outline everything, but once that was ready, the writing just flowed because I knew where everything had to go and all the points I wanted to make.

Outlines are almost a hack when it comes to content writing.

4. Get Your First Draft Ready, Then Start Editing

You’ve done your research, you have the data, and you have an outline. Now it’s time to write.

Everyone tackles writing differently, so I won’t tell you what to do. If you’re a sit-down-with-classical-music kind of gal, go for it.

If you like to write in your sweatpants while sipping tea, sure, why not?

Just do it.

I will, however, share two quick pieces of advice (I couldn’t resist!):

  1. Take your time, evergreen content is the gift that keeps on giving, so you can’t rush it.
  2. Leave the editing until you have a first draft.
  3. Pay special attention to the keywords you want to target and optimize your content for them.

That second piece of advice is debatable. Some people like to edit as they go along, but I find it sometimes takes me out of the zone, so I like to leave it until last.

As far as keywords go, the goal of evergreen content is to bring in traffic. With long-form evergreen content, you have a prime opportunity to dig in and take advantage of long-tail keywords.

You know, those keywords that your competitors aren’t paying attention to? That’s where you want to stake your flag at.

5. Update and Audit Your Evergreen Content Periodically

At this stage, you should be good to go. Your content is ready, it’s green, it’s pretty, it’s chock full of keywords, and it’s ready to rumble.

It’s not always going to look pretty, though.

I don’t want to scare you, but you must understand that even evergreen content needs some attention now and then. Here’s what that means:

  • Making sure it doesn’t contain any outdated information.
  • Updating statistics and assertions to make sure you’re citing relevant, recent data.
  • Making sure that formatting is on point and all media files load correctly.

Think about it as spring cleaning. You’re making sure everything is nice and tidy for when visitors come in.

If you remember to do it, your evergreen content will stay relevant, and it’ll keep bringing in that traffic you love. That’s the beauty of a great maintenance routine.

How do you make evergreen content? 5 rules: 🧠 brainstorm for an evergreen-worthy topic, 🔍 research, ✍ outline your content, 📜 get your draft ready and edit after, and 🗞be sure to update your content periodically. Click To Tweet

Hack Your Way to Great Rankings with Evergreen Content

Evergreen content offers you a great way to increase your site’s rankings and bring in a ton of organic traffic over the long term.

However, all that doesn’t come for free. Great evergreen content requires a lot of planning, research, and effort. That’s why a lot of websites stick with run-of-the-mill content.

If you want help from expert web writers to help you create evergreen content, check out some of the services we offer at Express Writers.

how to build evergreen content

How to Build Evergreen Content That Actually Builds Your Brand: 5+ Tips, Tricks and Methods to Get Started Today

Evergreen content is magical. ✨

Why? It never loses its green.

While lots of other types of content eventually turn brown, lose their readers, and die off, evergreen content remains fresh, interesting, and relevant.

It’s always green, and it keeps bringing in the green – whether that means traffic, engagement, conversions, or even sales.

CTA-EW-02

So, the question at hand is not whether you need it.

Let’s face it:  you do.

If you haven’t yet…

The question now is how to build evergreen content that is actually forever green. 

Today on the blog, I’m answering that question. Let’s dive in.

how to build evergreen content

First: What’s the Opposite of Evergreen Content?

Evergreen content has a polar opposite, and it’s important to define that as we get started.

Content that is fleeting or quickly dated because it’s based on current stats, trends, news, or data is not evergreen.

Some examples:

  • Announcements and event summaries
  • Blogs discussing trends in your industry
  • News stories
  • Holiday or season-centered posts (with exceptions)

The information in these types of content has an expiration date. They will cease being useful after a certain point in time.

Meanwhile, evergreen content is always useful, relevant, and valuable, even if a reader stumbles on your content months, or even years, after you publish it.

A good mix of both is a healthy way to publish content on your website.

Take a look at how Content Marketing Institute mixes up the two on their blog:

cmi-evergreen-content-vs-dated

5 Evergreen Content Examples and Topics with Everlasting Life

Before we get into how to build evergreen content, let’s look at some examples in action.

These evergreen content topics are tried-and-true, as you’ll see from the blogs below.

1. How-To Blogs and Articles

A good, evergreen how-to post teaches your readers a concept, idea, or skill that has lasting value. It’s something they can refer to over and over, now and in the future.

Copyblogger – “How to Get More Value Out of the Content You Consume”

Copyblogger has lots of examples of great how-to posts. One that has lasting value is their blog on how to judiciously consume content.

copyblogger-how-to

2. Curated Content Lists

Curated content lists have a lasting value up to a point – they may include tools or tips that can lose relevancy. But, as long as you update them to reflect changing technology, you’ll have a solid evergreen post that will last and last with little effort.

Social Media Examiner – “18 Apps and Tools for Social Media Marketers”

This post from Social Media Examiner is a perfect example of a curated list. If any of the tools become obsolete or outdated, they can update the post on an as-needed basis.

socialmediaexaminer-list

3. Stories/Interviews

Stories and interviews have lasting value as content because they tap into the wisdom of thought leaders, innovators, or pioneers in the industry.

Or, think of it this way: Storytelling never goes out of style. People love hearing about people, so including real human stories in your content has evergreen value.

Content Marketing Institute – “’Stay Scrappy’ and More Wisdom on Creativity from a Pixar Animator”

Pixar is a successful animation studio known for its innovation, creativity, and storytelling chops. This interview with a Pixar animator by Marcia Riefer Johnson for CMI showcases how you can successfully glean inspiration and wisdom from creators across industries. This information will stay relevant for a long time.

cmi-story-interview

4. Original Research/Case Studies

Despite the fact that the data they present will eventually become dated, case studies and original research are definitely evergreen content for two reasons:

  1. 1. You can pull universal truths from them – strategies, techniques, or steps that others can learn from.
  2. 2. They tell a story.

These two factors are universally valuable, no matter the date of the study/research.

EW – “Blogging ROI Case Study: How 18,000 Keywords in Google Bring Us Six-Figure Income Months”

For our own case study here at EW, I get transparent and share how we have grown our success using blogging, SEO, and content strategy.

(This particular piece of content pulls double evergreen duty – it includes an interview with one of our top clients, too.)

ew-case-study

5. FAQs + Answers to Common Industry Questions

Odds are, people/customers new to your industry or brand ask a LOT of the same questions.

This lets you assume there is a base of knowledge you can share that has lasting value for ALL newbies who come through your door.

Hence, the FAQ post. In this content type, you list the most frequently asked questions you receive from said newbies, then offer definitive answers.

Search Engine Watch – “Duplicate Content FAQ: What Is It and How Should You Deal with It?”

SEOers get regular questions about the mysteries of Google search regularly. This post smartly addresses a general topic area (duplicate content and the effect it has on SEO) and answers FAQs that many confused marketers ask over and over.

searchenginewatch-faqs

How to Build Evergreen Content

It’s time to get down to creating evergreen content. Our best tips to get started are right here:

1. Write for Beginners When Building Your Topic

For any type of content creation, you need to have an audience firmly in mind before you begin.

However, when building evergreen content, you should hone in on beginners to your topic vs. any other group.

Why?

Because these are the people most likely to be searching for help. And, above all, evergreen content is helpful and useful for the long-term.

2. Narrow Your Focus

If you attempt to explain a topic that’s too broad in your evergreen content… Well, you could be writing for weeks.

Take, for example, a topic like World War II.

This is a huge, sprawling topic that has innumerable sub-topics. For example, which year or span of years during WWII are getting your attention? Will you approach the topic from the viewpoint of the Nazis, the Allies, the Axis, or the Americans? What countries will you cover? Which battles/attacks? Which leaders?

Screenshot via Wikipedia

Behemoth topics like this one are also harder for readers to immediately latch onto. There are too many rabbit holes, wormholes, and tangents you can fall down, here.

Instead, dive deep and create content around a narrower facet of a topic.

For instance, instead of attempting to write a start-to-finish guide to content marketing (this requires a book-length amount of work – I should know), choose a sub-topic to explore thoroughly, like finding your audience or blog post promotion.

3. Ask Yourself: “Will This Be Useful in a Year? 2 Years? 5?”

This one is simple. If your evergreen content idea won’t be useful or valuable at least a year from now, it’s not actually evergreen.

Think long and hard about the utility of the information you want to offer. Will it expire before the year is up? Or will it carry on proudly into 2 years… or even 5 years??

If you can justify it staying valuable and relevant that long, you have a golden evergreen opportunity.

4. Air It Out: Share (and Re-Share) Evergreen Content on Social Media

Good news: Social media is the perfect place to give your evergreen content a good airing.

Since this content is consistently relevant and valuable, you can share and re-share on your social networks and let it reach new audiences. It will help boost your brand authority, too, since these are big kahuna posts you spent lots of time perfecting.

So, go ahead: Create evergreen content, then, as time goes by, dig back into your archives and share them with your followers again

And again.

Sharing evergreen content on Instagram, Facebook, Twitter, LinkedIn, and other social networks is ALWAYS a good idea. We regularly do so on @ExpWriters Twitter account:

5. Update Old Posts to Keep Them Evergreen

Big tip:

You don’t just need to know how to write evergreen content…

You also need to know how to keep it evergreen.

It turns out, to stay evergreen, some content pieces need a little trimming, pruning, and reshaping now and then.

Think:

  • Content that cites old information or facts that science/research have disproven
  • Content that prominently mentions old trends or fads
  • Content that uses slang that’s no longer in use
  • Content that cites studies that have newer versions available

This is why content audits are so helpful.

Going over your older pieces, reviewing them for accuracy, and updating as needed is a great way to keep them fresh for new and old readers.

Plus, Google loves it. (Content freshness is a big ranking factor that connotes your page’s relevancy, according to Moz.)

moz-ranking-factors

The takeaway: Create evergreen content, then invest in keeping it fresh and updated for a one-two punch.

If you already have some pieces with evergreen potential, update them or rewrite parts of them to maximize their potential!

Learn How to Build Evergreen Content for Profitable Results

Content that’s evergreen is everlasting.

Its value never decreases. It never stops being relevant, useful, and interesting to your readers.

Plus, over time, new audiences will discover it. Its utility will be recycled, which will strengthen your brand.

It’s powerful stuff, no doubt.

Both evergreen content vs. content with a short shelf-life serve their purposes, but you need both to gain the benefits.

Invest in evergreen content, sprinkle it into your marketing garden, and watch your profits grow.

 

long-form blogs

How To Create Long-Form Blogs That Google & Your Readers Will Love

Have you had a blog for a while and just aren’t getting the results that you want?

Maybe you post every day with high-quality content, promote yourself, and you make sure that your content is perfect?

You might even have a lot of readership. But you’re nowhere near where you want to be.

The problem may not lie within your content, or that you’re not promoting yourself properly.

The problem could be that your blogs are simply not long or thorough enough, like long-form blogs would be. Let’s discuss more. 

long-form blogs

 

What, Exactly, IS A Long-Form Blog?

Long-form blogs is basically a lengthy blog, upwards of 1,500 words and sometimes 3,000 words in length. (Wordstream defines it as 1,200 words long.) I’d agree with a minimum of 1,500 words.

The content within is evergreen—meaning that it will stand relevant and worthy, no matter what season or year it’s read in.

These “long blogs” go against the convention of normal blogging by providing the readers with a large amount of information. This information is set to the tune of words, pictures and statistics. Long-form blogs are meant to provide comprehensive information on the subject that the blog is about.

In a world where people have short attention spans and want instant gratification caused by the influence of the Internet, it can be hard to find anything of substance online. Long-form blogs are like a breath of fresh air in an Internet-driven culture where we commonly see short lists and quick infographics.

When publishing a long-form blog, many bloggers may be concerned about the connotations that come from having long-winded excerpts of information, but the way that a long-form blog can be put together is anything but boring.

By using short paragraphs, interesting facts and user-grabbing language throughout, bloggers can hold onto the readers’ attention for much longer than they would if they wrote an eBook, for example.

One of the biggest elements that can be seen in long-form blogs is personal branding strategies. When you walk into a Ralph Lauren store, you instantly know where you are because of the big logo polo horses slapped onto everything. When you “walk” into a blog, you should instantly know which blog you are looking at because of the language that is used and the format that outlines the blog.

This is personal branding and it is what works for the long-form blog to keep the attention of the readers.

So you think you can write julia mccoy 

How Can A Long-Form Blog Attract More Readers?

“A lengthy, wordy blog will never work for me. My readers like quick content.”

This protest comes from many bloggers. These bloggers may have been doing their blog for a while and getting stellar results, but they still need something more. The way of thinking makes no sense because they clearly need help increasing their readership, but are unwilling to do something unconventional to up the total number of people who come to their blog.

Long-form blogging is usually just what the doctor prescribed for blogs that are getting excellent results, but need that extra push to skyrocket their blog’s numbers.

The way that long-form blogs can drastically increase readership can be seen in blogs that went from “eh” to “WOW!” with just a few switches in the format.

From 400 Words to 1500 Words: The Difference Is BIG

Blogs that are between 400 and 699 words (the conventional number for blog word count) see a lot of quick traffic. Readers come to the site, read what they came for and move onto the next site.

Blogs that have 1,500 words or more give reader substance and allow them to stick around on the site, increasing metrics and clicks on the site.

Bloggers who are still skeptical about the long-form blogging procedure can see that long-form blogging is set to be a great new trend in this world. In 2015, the average top five blog results boasted between 2300 and 2500 words. The remaining five in the top ten had anywhere between 700 and 2000 words, much higher than the commonly respected blogging norm.

Taking a chance with a higher word count blog could be just what your blog needs to increase readership.

2 Tools To Make Your Long-Form Blogs Better: SEMrush & BuzzSumo

Long-form blogs are great, but they cannot just be walls of text with no valuable information or statistics. The substance that they have needs to be backed up with real-world facts, up to date statistics and keywords meant to draw in the most readership possible.

1. SEMRush

A long blog is worthless without rich keywords and other analytic tools. SEMrush for blogs allows bloggers to get the information that they need to perfectly optimize the long blog.

SEMrush is a huge SEO tool (and one of the best online) that allows you to conduct keyword research and find top opportunities for your blog; run an entire audit on your whole site and blogs, and find out where broken or bad links are, or missing/duplicate metas, entire duplicate or bad pages, besides myriads of other factors inside the audit; research competitor sites and their top keywords in the rankings; and export any findings in an Excel so you can track your SEO keywords and work from there.

Besides that, you can conduct research on backlinks and know exactly who is linking to you; create all kinds of ad campaigns; and even research your competitors on social media with their Social Media analysis tool. Lastly, you can run any research as an ongoing project, which means you can log back into SEMrush and check your rankings (drops or gains) immediately, within seconds.

Here’s a sneak peek at the dashboard (we’re running a project for Express Writers):

semrush express writers

2. BuzzSumo

Another fantastic tool for improving your long-form blog content is BuzzSumo. BuzzSumo allows marketers to analyze content and find out what sorts of topics and keywords are performing best in any given niche. For example, if you wanted to write a piece on lead generation, you simply sign into your BuzzSumo account and search a keyword phrase like “Inbound Lead Generation.”

buzzsumo

According to the BuzzSumo results, you can see that the most popular result by far was a HubSpot article which gained 3.3K shares across Facebook, LinkedIn, Twitter, Pinterest, and Google+. This allows you a pretty solid idea of what types of content will perform well in your industry. BuzzSumo also allows for content curation, which is an important piece of any great content strategy. With the tool, you can locate trending or valuable content and share it through your various distribution channels right to your audience. Additionally, BuzzSumo allows you to program content alerts that allow you to track which content is mentioning your keyword or when competitors in your industry publish new content you want to know about. You can also use the platform for tracking the performance of your competitors, analyzing comparative analytics, and exporting all data into an easy-to-track spreadsheet that will help you determine what’s working and what’s not in your content strategy.

Think of BuzzSumo as your best friend in long-form content creation: the platform allows you to know what’s going to perform well and then tap into the analytics you need to write content people genuinely want to share and interact with.

Question: Aren’t Short And Sweet Blogs Better? 

Sometimes, sometimes: short blogs have their place. Take Seth Godin, for instance. The dude writes 100 or less word blogs. He is a best-selling author (of 18 books); owner of two companies; and—ready for it?—owner of one of the most popular blogs in the world.

Overall, here’s my advice: Unless you’re the next Seth Godin, Ted Rubin, Brian Clark…don’t take years establishing a personality if you’re trying to build a business and brand online in SEO. Focus on long-form blogs instead. Be invested in the meat of blogging: long-form blogs.

Blogs that manage to be long, but captivate the attention of the reader tend to do better in the way of readership, return users and organic clicks. Blogs that boast long-form content give readers exactly what they need all in one place. The best long-form blogs have short paragraphs that are easy for readers to get through, but still have all of the information gathered into one blog. Would you rather read one seemingly long blog post that has a large amount of information stashed in it or three short blogs with the same amount of information posted on separate pages?

The answer is simple: it is much easier to read long-form blogs that have short, eye-catching paragraphs and information that is not likely to change any time in the near future.

To better understand why long blogs are better than short blogs, you can break down some of the statistics that were gathered over the course of several months from blogs that come in many different categories. A blog that has between 400 and 699 words (remember that magic, average blog word count number), gets shared an average 32.19 times. This may seem like a big number, especially for you new bloggers who are excited to have your first post shared once.

In comparison, a blog that has 1500 or more words will be shared an average of 56.89 times. This number is almost double the number for shorter blogs.

Not only will your properly formatted long-form blog attract more readers, but it will be shared many more times than a traditional blog of only around 500 words.

Where Can I Find Content?

Now that you’re fully aware of how awesome long-form blogging is, it’s time to get started. We understand how daunting it can seem to write a big blog, especially when you’re used to smaller ones. On the hot topic of Google’s search quality guidelines, when Google’s 160-page doc came out in November 2015, we wrote a 3,500-word blog and it turned out to be our most-shared blog at over 300 shares.

The best advice that we have for your long-form blog is to break it down into smaller parts, use the long-form blogging tools, gather as many statistics as possible, and write–well.

Remember, it’s simpler, better in the long run, and just darn easier to hire a professional who can give you the a long-form blog that is perfectly optimized to your blogging genre and guaranteed to attract more readers to your blog.