Many niches thrive from producing content that’s current and relevant. Creating lasting value to your site is better than providing throw-away content that only draws in temporary traffic. However, producing so-called ‘evergreen content’ isn’t always easy when you have competitors striving to do the exact same thing.
What is Evergreen Content?
Evergreen content is optimised, SEO content that will continuously provide readers with information that is valuable way past its date of publication, hence the title ‘evergreen’. The aim is to give a site content that will likely be revisited in years to come. It shouldn’t even need to be reviewed, as the content shouldn’t quickly become out-of-date or irrelevant.
Why is it Important?
There are many benefits to including evergreen content on your website. A previously mentioned, first and foremost, it provides lasting, compounding value. Additionally, evergreen content is highly optimised and therefore uses core keywords that can drive traffic to your site. Consequently, it can build brand authority when you publish high quality content that readers are frequently referring back to. For this reason, it often ranks well in Google as a useful, credible source of information.
Top Tips for Evergreen Content:
Though it may seem like a tricky task, there are a number of ways you can produce evergreen content, even in a niche market. Try the following:
Choose Topics Wisely
Perhaps one of the most important factors when it comes to creating evergreen content is to choose topics that people are actually going to engage with on a regular basis. How-to lists and informative guides do well, as you’re providing readers with extensive content on a particular topic of interest. For example, if you’re Manchester based, you may wish to publish content about the history of the area or release original statistics about the work you do. Originality in topics is key here, because you’re operating in a niche market that can bring about some really interesting, unique content.
Conduct extensive research into every topic you want to write about. You need to produce content that’s extremely relevant and useful to readers, so this will involve you taking the time to learn more about what you want to write.
Perhaps you’re already a reputable voice in your industry, or maybe you’re not but you know someone who is. Include great citations and references, cross linking to other sites to make the piece appear as trustworthy as possible. If it’s a truly informative piece than you may also attract citations, meaning backlinks to your post.
Create Content in Line with Your Brand
Don’t just create random content for clicks. All of your content should be in line with your brand voice. If your evergreen content does get traction, then you’ll be raising brand awareness. Ultimately, when a visitor comes to your site, they won’t be interested in browsing any further if you’re publishing irrelevant content.
You stand to benefit from articles related to your niche, so stick with what you know. After all, your main goal is to grow your brand and audience. Publishing relevant content that’s in line with your brand is an effective and proven way to do this.
If you’re writing heavily factual pieces, be sure to keep an eye on any statistics you use. This is because they may become outdated as time goes on. Not only will this encourage readers to visit competitors for more relevant information, but it can also cause the piece to become obsolete altogether. To prevent this from happening, revisit the posts to keep everything up-to-date – even if your content includes niche topics such as contentious probate.
Choose Engaging Visuals
Accompany your evergreen content with wonderfully engaging visuals. Even the most inquisitive of readers will find it hard to sift through pages of writing with no breaks. We live in a visual world thanks to the likes of Instagram and Facebook, so make sure your content reflects that.
This is particularly recommended if you’re writing tutorials or how-to articles. Visuals will enhance the user experience, making it much easier to follow. Work with a graphics designer if you’ve got the budget or take advantage of the license-free stock images on the internet from places like Unsplash. As a general rule, separate the text up into chunks before inserting some form of media. This keeps the content dynamic and interesting for the reader.