Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about evergreen content.
This post is an example of evergreen content, since it was originally published in January of 2018. It has been revised and optimized for republication.
Evergreen content is exactly what it sounds like – content that doesn’t suffer from age or changing times. There are some things that will always be true (you have to provide value to grow your following, writing takes time, 2 + 2 = 4, etc.), and those things will remain true despite our modern times changing faster than ever.
1) What Is the Value of Evergreen Content?
I’ve talked a couple times on this blog about the value of republishing old blog posts as one of the best ways to make sure your website is getting updated on a regular basis. New followers will see content they haven’t yet seen and old subscribers will get a refresher on valuable tips. But in order to be able to get away with this, you need evergreen content that needs little-to-no updating before it can be republished a year or longer after its initial publication date without losing its relevance.
2) Social Media
While you should certainly take advantage of social media to distribute your most recent blog post, you should avoid pushing out one link across all your social media channels and leaving it at that until you publish your next blog post. Instead, switch it up by posting links to some of your evergreen content. It will help keep your followers engaged and interested in what you have to say, and it has the added bonus of making sure you get the most out of your evergreen content.
It’s important to keep in mind what people are searching for and when they’re searching for it. For example, you can write about summer activities, and while that might get a high search volume now, it probably doesn’t get much traffic in February (at least not here in the northern hemisphere).
By contrast, “SEO” is itself a very powerful keyword for my industry and people search for it all year long. In fact, searches of SEO and SEO-related keywords have gone up in the past few years and will probably continue to do so as the world of content marketing continues to grow and evolve. So, while seasonal content might get a lot of searches for a short period of time, evergreen content gives your website a chance to show up in searches all year long and for years to come.
4) Repurposing Content
A couple weeks ago I wrote about how and why to repurpose your content, and evergreen topics that remain relevant are always ripe for repurposing. Have a great tip for your audience that never gets old? Write a blog post about it and put it out on social media. Make a video about it the next month. A few months later, you can turn that topic into a webinar. Evergreen topics are extremely valuable and should be milked for all they’re worth.
If you like what you see here, you can sign up for my newsletter at the top of this page to make sure you never miss an update. If you have any other questions about content marketing, or if you’re ready to ditch the DIY and level up your content let’s chat.