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Evergreen Content, Is It Really Necessary?
In the ever-dynamic world of online marketing, it seems like content has taken a backseat to flashy visuals and snappy catchphrases. But, as the old saying goes, the absence of good content is conspicuous by its absence. Content is still crucial to your online presence, even if it’s not as exciting as the latest launch. And, to ensure your business stays ahead of the competition, you need to create evergreen content that helps you build your brand and customer relationships in perpetuity. In other words, if you want to be a successful marketer or brand, you must produce good content. But what, exactly, makes good content a.k.a. evergreen content? And is it really necessary? Let’s discuss.
What is Evergreen Content and Is It Really Necessary?
No matter your business niche, your website will need evergreen content if you want to be successful in search rankings and provide valuable information to your visitors and potential customers. Yet, what exactly does that mean? How do you create evergreen content and why is it important? In this article we’ll be covering all of these questions and more. Let’s start by discussing the definition of evergreen content and go from there!
What is Evergreen Content?
The term evergreen content refers to any piece of content that will stand up over time. In other words, it’s a resource that your prospects can return to as needed.
You don’t need to create new material every day or even every week because your audience will still be able to find it months later, which means you can spend more time on newer pieces of content instead.
Having said that, producing quality evergreen content does take a bit of work at first, but once you’ve created a few useful pieces of material—perhaps a white paper or an eBook—you’ll have something valuable for potential customers. And over time, those people will visit your site looking for fresh ideas and information, which means you’re reaching an audience beyond those who initially come across your page.
Now, some marketers choose to structure their evergreen content in different ways; they might produce standalone articles or unique infographics, while others prefer short-but-sweet videos or slideshows. But what matters most isn’t how you format your content; rather, it’s about providing information that helps visitors understand why they should trust you or purchase from you.
4 Reasons Why Evergreen Content Is So Important
Now that we have established what evergreen content is, let’s take a look at why it’s so important. Here are four reasons to help you better understand just how useful good content can be for your business.
1. Lead Generation
The ultimate goal of any business website is to get potential customers in touch with you or your team, but that can be a tall order when you’re just starting out. What’s more, even if you do start working on lead generation right away, it may take months before you start receiving serious inquiries.
Fortunately, evergreen content can help bridge that gap by keeping your name top-of-mind for prospects who are searching for information like yours. That way, when they finally decide to make contact or purchase something from you, they already have an idea about who you are and what value you bring. But remember; evergreen content doesn’t stop working once someone does reach out.
Your site will continue reaching new people long after your initial campaign has ended because good content continues producing results over time, which means it only gets better with age! (Just remember to keep it updated)
2. Laser Targeted Organic Traffic
When you first begin working on your website, it’s likely that no one will know who you are, which means you’ll have to rely on organic traffic from search engines. In other words, if you want people to see your content, they must come across it organically as they’re searching for similar information online. On a basic level, good content helps with SEO because search engines will recognize your material as unique and of high quality.
But evergreen content goes above and beyond standard SEO by building trust over time so people remember your name when they need a solution for a particular problem or don’t understand a particular concept. A lot of businesses get confused about what kind of content produces these results, but it doesn’t matter if you offer in-depth discussions or short how-to guides; all that matters is that each piece adds value in some way!
3. Earn Quality Backlinks
Trust is a primary factor in whether or not someone decides to link back to your website, which means you’ll need good content if you want quality backlinks (not to mention, search engines like it when other people point traffic towards your site). The truth is, there are dozens of factors that determine whether or not another site will link back, but having valuable evergreen content definitely helps!
When another site views your page as valuable enough to include it on their own, that’s essentially an endorsement. And since Google likes to see different sites linking out towards yours, high-quality backlinks can help boost your organic traffic over time. But again; it doesn’t matter if you’re writing long-form articles or creating visual masterpieces; all that matters is that you provide valuable material so others want to share it with their audience!
4. Helps Lowers Website Bounce Rate
As humans, we’re inherently impatient beings. When we’re looking for information online, it’s easy to give up if what we find doesn’t immediately address our needs or offer us a solution to a problem. That said, having evergreen content on your site will help reduce bounce rate because people will stay on your page longer while they look for solutions to their problems (or continue reading about an interest that piqued their interest).
As search engines like Google value unique and relevant content (which often comes from blogs), high-quality content will not only keep visitors on your site longer but increase traffic over time! The bottom line; instead of forcing potential customers to do all of your work for you, make it easy for them by offering valuable evergreen content right away!
How to Find Topics to Create Your Evergreen Content?
Evergreen topics refer to articles that are relevant in nature, provide value to your target audience, are easy for you to create, are consistently popular over time, and rank well in search engines. But how do you find a topic that will accomplish all of these things? Here are three steps you can take!
1. Keyword Research
When you’re first starting out, it’s important to research what your target audience is searching for online; otherwise, you won’t know how to help them! While there are dozens of keyword research tools available (both free and paid), some of our favorites include Google’s Keyword Planner, SEMRush , and Ahrefs.
2. Try Answering Questions Your Audience Is Asking
One of our favorite ways to find great topics for evergreen content is by simply asking people what they want! That might sound like a daunting task, but it’s actually really easy to do if you use one of many free Q&A sites available on the web (our favorites include Quora and Reddit. The truth is; once you know what your audience wants (and don’t want), it becomes much easier to create useful content that will help them over time!
3. Analyze Your Competitors
One of our favorite ways to find topics for evergreen content is by examining what your competitors are already doing! Of course, you don’t want to copy their content, but studying what they’re writing about can give you a good idea of what’s working and what isn’t.
Conclusion on Evergreen Content
Hopefully, now you have a better idea of what evergreen content means, why it’s important to online marketing, and how you can use it to grow your business. The truth is; creating high-quality, relevant content doesn’t need to be difficult! As long as you’re providing information that’s valuable to your target audience, it’s going to be easy for them (and others) to share!
Darren Chambers
Digital Marketing/ Web Development Specialist
TWD of Atlanta, GA
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