Only the most valuable kind of content – according to some.
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 they will remain true despite our modern times changing faster than ever.
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 months, or even years, after its initial publication date.
And don’t forget about social media. If you’re posting a new blog post every day, you shouldn’t have any trouble coming up with new content to distribute on social media, but if you’re like most of us, you’re probably only posting a few times a month, and for most social media channels, you don’t want to just push out the same link over and over (although you can get away with that on Twitter, up to a point).
If you have a long enough back list of blog posts that are still relevant, you can regularly post links to those posts on all your social media channels without running out of content.
Not only is evergreen content great for republishing old blog posts, it’s also probably the easiest content to repurpose. Have a great tip for your market 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.
Evergreen Content vs. Timely Content
I’ve also written about the value of timely content, especially when it comes to creating viral content, so which, you might ask, is better?
A good content strategy needs both. Write about current events when it’s relevant to your industry, but also produce evergreen content on a regular basis so you can always fall back on it when you need more links to post to social media or haven’t been able to get around to writing that blog post this week. Viral content is great for getting people’s attention, but it’s maintaining that following that’s the tricky part. Once they’ve seen what you can do, you want to provide them with quality content that speaks directly to their needs so they’ll keep coming back for more.
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