If you’re new to blogging and haven’t heard the term evergreen content before, don’t worry, we’re here to introduce what it is and how it can increase your audience. And not just views, but organic traffics of people visiting and reading your content.📚
‘Content that doesn’t go out of date. It revolves around a topic that’s always relevant to readers, regardless of the current news cycle or season. Its name comes from the evergreen—a plant that retains its green leaves all year round.’
This means evergreen content topics must consistently be of interest to readers, and therefore cannot solely rely on current news and affairs.📰
If the content isn’t evergreen, it may be because it is particularly associated with a season, for example, Christmas gift-giving ideas. Or it could be that it is outdated, for example, a specific scandal or event that happened multiple years ago that will not occur again.
But evergreen content isn't always a blog, in fact, it can be anything from videos to websites to infographics.💻
Before you get to grips with evergreen content, why not take a look at our guide to different types of content marketing for businesses?
By keeping your content up to date you are continuously bringing organic traffic to your website as your topic is regularly searched on Google.
Step One: Keyword Search 🔍
A great way to start producing evergreen content is to work backwards. Decide your topics based on what the audience wants rather than determining the topics yourself. This might sound odd but trust us.🤞
In order to find out what is being searched regularly, you can use Google Trends.📊 This is a keyword search engine that will show you when a topic was/is trending, and how many people have been interested in the topic.
Let’s take the topic ‘evergreen content’ for example:
As you can see, in the past 16 years this is a topic that fluctuates but is overall regularly searched globally, and is even on the rise in the past year.👏
Now, let’s look at the topic ‘2012 Olympics’:
It is clear that this topic is not ‘evergreen’ as it was only relevant at one point of time and therefore won’t bring organic traffic to a website as it is not a conventionally searched subject.👎
But Google Trends uses don’t stop there, Virgin Startup suggests that you can use the search engine to determine the use of your business idea before beginning production, or for example:
‘You can search your competitors on Google Trends and see how their brands have developed over time.’
Step 2: Link Building 💻
Now that you have chosen a topic that can be considered evergreen, it is still important to ensure that you are bringing in organic traffic.🚦
Although, as the previous example shows, your topic will determine how many people are searching for your content, there is still more to be done to increase your views.
Link building involves creating inbound links to external websites in your content to improve the credibility of sources and increase SEO. SEO is search engine optimisation, which we have written a separate guide on for blogging here.👈
It works by bringing in other websites traffic as, if you have successfully built a link, other websites will link back to your content and help one another.🙌
Link building is a great way to bring in organic traffic, and according to PointVisible, links are also ‘one of the best ways to improve your authority and ranking’. Why not take a look at PointVisible’s post on how to successfully link build? (See what we did there?) 😎
But just because you have the right topic, and the links to increase traffic, does not mean that the quality of the content doesn’t matter. Take a look at CognitiveSEO’s post for examples and more tips on curating the best content.🔍
Step 3: Promotion 🗯
The final step to successfully using evergreen content to increase your organic traffic is to promote your content effectively. Use every platform you have to promote your content and create profiles for your business on the platforms you are not already on.📱
Be everywhere, and people will see you. This might mean branching out into new platforms you didn’t think would be compatible with your business. Most if not all platforms can be used so long as you tailor them to fit your brand.
If this is something you are new to, here is our friendly guide to using social media for your business’s brand.💭
Now you might be thinking that you already use social media to promote your product/service, so why should you also create evergreen content and promote that?💚
Well, Entrepreneur.com has broken this down for you:
‘Not only does building a noteworthy blog in any industry or niche help to drive traffic by peaking the interest of Google, but it also leads to creating authority. If you can become an authority in your industry, you'll garner the attention of consumers, the media and business owners alike. That, in turn, will snowball, build more authority, and eventually, enormous amounts of visibility and sales.’
And in order to build this ‘noteworthy blog’, it is important to make sure your content is evergreen and effectively attracts organic traffic, so why follow our steps and start your blog today?
👉Start creating compelling content to share with journalists and on your social media channels. Try for 30 days for free! Sign up with one click!👈
About the author:
Kate is a Public Relations Assistant and Blog Copywriter Trainee at GuidedPR. She has recently graduated with a first class honours in a BA degree in English Literature and has a keen interest in online journalism. Kate is a creative at heart and wants to become a professional editor or marketing expert in the book publishing industry.
Find Kate on LinkedIn