Creating content that stands the test of time and remains relevant for years to come can be a challenge. However, it’s also some of the best-performing content the internet has ever seen and can drive a significant number of leads and grow revenue exponentially if it does well. Below, we’ve gathered 5 great tips for writing high-quality evergreen content that can help you attract more visitors to your website and keep them engaged.
1. Research Existing Similar Content
You should always take some time to do a bit of research before writing any type of content but this is especially true if you intend the content to be evergreen and/or heavily promoted.
Look at what other writers have done for topics you also plan to write about and make sure you can provide a unique perspective or new information altogether. Look for gaps in knowledge or areas where content has become outdated since its initial publication because these opportunities allow you to bring fresh insight into older conversations around a given topic and make sure that your evergreen article stands out from the crowd.
SEMrush has a great tool where you can see what top pages are on your competitor’s sites. These are ranked by number of keywords ranking well in Google and can help you understand what content is working well.
2. Keep Your Content Concise & Actionable
Evergreen content can be lengthy depending on the topic but it’s important to remember that readers want content that is concise, actionable, and easy to read.
Try breaking down complex topics into smaller sections so readers don’t become overwhelmed by too much information at once, or focus on providing practical tips throughout your article that readers can implement right away. This helps readers stay engaged with the content until the end of the article, which increases the chances it will become evergreen material.
3. Use Detailed Subheadings
Including subheadings throughout your evergreen content not only makes it scan-and-skim friendly but also helps search engines crawl through your webpage more efficiently. Beyond that, well-written headlines improve the overall accessibility of your content for people with disabilities who may need assistance navigating through webpages using screen readers or other assistive technologies.
When writing subheadings, try to make them descriptive yet succinct by focusing on keywords associated with the main topic and avoiding repetition. This helps to keep the content organized and makes it easier for readers to digest.
4. Incorporate The Right Keywords
Using keywords strategically when creating evergreen content can help you ensure greater visibility online over time, which is exactly how you want this type of content to perform. Use keywords strategically but sparingly throughout the article and instead of repeating one key phrase over and over throughout the blog, try to use related keywords instead. For example, if your article is about tennis shoes, you should also use the words “sneakers,” “gym shoes,” “athletic shoes,” etc.
Avoid using keywords or phrases that will date your content. Don’t make pop culture references or write numbers in a format that will make a statement untrue over time unless you have a methodical plan to come back and update the content. E.g., don’t write how many years you’ve been in business on your About page since every year that number will have to be edited or left outdated. Instead, put the year that your company was established.
5. Market Your Evergreen Content
Social media is a powerful tool for marketing evergreen content and even paid social ads are fairly affordable for content promotion compared to Google PPC marketing. By sharing your content on social media, you can reach more people in your local area, drive more traffic to your blog, and convert more qualified leads. However, it’s important to note that social media marketing isn’t magic and you may not see massive results, particularly if you’re only doing organic posts.
Be sure to create profiles on multiple different platforms and share content made specifically for that format. For example, if you write a blog about a YouTube video you made, you could also take snippets from that video and upload them to Instagram Reels, which uses short-format videos.
Some of the blog could go on LinkedIn as an article with a link to the blog to read the rest of and you could even make a quote graphic to post on Instagram. Get creative and make sure you’re using relevant hashtags so your content gets seen by more people interested in the topics you’re writing about.
Finally, use Meet Edgar to share your evergreen content not just when it posts to your blog but on a regular basis through automation. Why just post on social about an article when you can have a robot keep sharing each post automatically for serval years or more.
Rinse, repeat, succeed though consistency.
John McDougall is the founder of Boston digital marketing company McDougall Interactive and the author of Web Marketing On All Cylinders, used as a college textbook for five years, Content Marketing and SEO for Law Firms and Talk Marketing. Call now for a free initial strategy session to discuss your content marketing success at 877-623-4291.