What is Evergreen content?
Evergreen content is anything published on a website that remains relevant or engaging to people regardless of how much time passes. It is sometimes referred to as pillar content or cornerstone content because it speaks to your audience about the niche topics that your business wants to be known for.
Evergreen content can continue providing relevant passive traffic to a website for months or years after its original publication date. That’s why it can extend a brand’s reach moreover focusing on trending or topical content that can have immediate and temporary extended reach for your audience and search engine queries.
This type of content can exist on web pages, blog posts and landing pages.
5 Ways Evergreen Content Extends Your Reach
Before implementing an evergreen content strategy, it helps to conduct keyword research. This investment provides insight into the popular queries for a company’s industry so that the content creators know what topics and targets to approach.
Once a business completes that step, these options can extend the content’s reach.
Here are my five things to think about when considering your content tactics.
1. User Intent Satisfaction
High-quality content requires usability to be relevant. Evergreen blog posts achieve this result by meeting the visitor's navigational, informational, transactional, or investigatory requirements. When businesses understand user intent as visitors come to a site, it's much easier to satisfy their needs.
You can find great pillar content by answering this question: what does an Internet user expect or want from your website?
New to blogging for business? Check out my business blogging guide.
2. Attract Valuable Backlinks
High-quality, original evergreen content attracts backlinks from others that use the material as a source or reference. When it stands out as relevant over a long time, it can generate numerous backlinks that help with optimization.
Search engines penalize websites that use link farming practices, so Evergreen content is an effective and practical way to generate natural links that build credibility while promoting the material.
3. Proves Industry Expertise
Pillar content delivers a potent dose of expertise that generates attention for a website. Since it remains available and relevant as time passes, it develops leads naturally because the material stays timely.
Although the digital transformation that occurred because of COVID-19 changed this process a little, it's still possible to use the evergreen approach to create organic search reviews. Topics like resilience, flexibility, or adaptability perform well under those conditions for most industries.
4. Multiple Market Exposure
Evergreen content isn't trying to target leads necessarily. It wants to show anyone interested, what you offer that you have the expertise to provide it. The materials work as a megaphone across multiple demographics, ensuring that the information is available at all times.
That option isn't available for temporal content because short-term information expires quickly. If it isn't pillar content or evergreen, the page can lose its usefulness in days or hours, even to relevant audiences.
5. Lead generation
SEO landing pages built with evergreen content provide a conversion generation resource while delivering potential optimization benefits. This option supplies educational and relevant content while pushing the visitor toward a specific call to action. It's a practical resource for all industries, positioning a company toward being an expert in their field.
Businesses need an evergreen strategy today because this content offers a reliable traffic generation method over time. By following these ideas, the approach can become a long-term asset that doesn't have a shelf life.
Examples of evergreen and topic content stats
It is typical to see stark differences between evergreen content and content which is of a moment. In the first example, you can see a blog post that is slow to start in terms of traffic drive but then continues to fluctuate over time. This is typical of evergreen content.
In the second example, you can see a topical post, which brought in more immediate traffic and then struggled thereafter.
It is ok to have both types of content on your website. In fact, it is imperative to have a mix, because whilst we use them as traffic-driving opportunities, the content is always primarily serving your audience.
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