Somewhere along the line, people started interpreting “content is king” as a green light for flooding their online space with as much content as possible, sometimes at the expense of quality. There are few things as frustrating as investing time, energy, and resources into cranking out lots and lots of content and having little to show for it, and yet that’s exactly the situation so many content marketers find themselves in. So, if the problem is creating too much of the wrong kind of content, then what exactly is the right kind of content? The answer to that question and the solution to the problem of wasted content creation is, in part, evergreen content.
Why Evergreen Content Should Be a Focus of Your Strategy
If you were to analyze the top results in response to search queries, you’d find that most of them are a couple of years old, 2-3 to be exact. This shows that users gravitate towards the same pieces of content that most adequately answer their questions and provides the information they need. The creators/owners of those top ranked pages have created an evergreen piece of content that lasts long after the date it was published on. From there, they can periodically update the page for accuracy and comprehensiveness and stretch the utility of just one high performing piece of content for years.
This is exactly why creating evergreen pieces should be a focus of your content strategy. When “content is king” became the mantra of SEOs/content marketers, there was a tendency among people to interpret that as “create tons of content all the time.” But because users already have access to so much information, it’s not really about having more content as much as it’s about having the right kind of content. This ends up being better for content marketers as well because it requires them to work smarter, not harder. If you’ve been putting a lot of time and energy into constantly cranking out articles with minimal return, then it’s probably time to shift your focus to producing evergreen content.
Making and Optimizing Evergreen Content
Even though creating evergreen content typically requires more work on the front end than just any old piece of content, you’ll ultimately get way more out of it in terms of value and shelf-life. Even so, it can be hard to know what ideas will make for a really great piece of evergreen content and what the production process will look like.
A little brainstorming and inspiration is always the best place to get started on content ideation and a great resource for that is this article: 15 Examples of Evergreen Content That Will Win Links, Traction and Results for Your Brand.
The article is full of ideas and examples of evergreen content and different formatting, topic, and production ideas. Different content styles may perform differently across industries, so in reviewing this resource be sure to keep an open mind about what kind of format/topic Go to the full article.
Source:: Small Business Trends