Hey, I'm Joeri and in this video I want to talk about creating and maintaining evergreen content on your website.
We all know most blog posts are annuals. You publish them, they generate some views and shares for a while, and then they basically go dormant. Your readers might land on your old content occasionally. But think of it this way: When was the last time you went through your blog’s archives? Or clicked on a search result that was over a year old?
It's rare that you will find that a post that has perennial appeal or what we call “evergreen content.” Even though you published an article in 2012, it still gets liked and shared. That’s a clear sign the content is still relevant to your audience.
Your evergreen content continues to provide value without extra effort, and it can support spin-offs that fill in blanks in your editorial calendar. So it makes sense to invest some time in creating and caring for your evergreen content.
On one level, what content becomes evergreen is up to your audience. There will always be a blog post or two that gets a surprising amount of sustained attention, these are posts that just happen to meet an ongoing need.
Well,with evergreen content you should always aim for fundamental and timeless content. Think “how to” content, frequently asked questions, guides to a subject that stays consistent over time. The opposite of like newsjacking posts or posts about cutting-edge trends. You should go deep, with links to content that explores topics of parallel interest. That kind of value is exactly what will continue to bring in readers over time.
Take a comprehensive look at a single topic. Make sure your topic is highly relevant to your audience. It should be content that answers someone’s burning question to become evergreen.
Have a quick look through your site’s Google Analytics and it should show you what content is still generating interest. Look at your traffic report to see what your top-performing posts have been in the past six months and any older posts that are still in the top ten are definitely worth your attention.
It’s also worth exploring what keywords your site is ranking for. You will likely find some unexpected rankings and blog posts that continue to bring in traffic for a specific long tail keyword. These posts hold some hidden value and are worth maintaining.
Here are a few ways to do that:
Refresh your older posts. If an outdated post is still pulling in traffic, it’s worth pulling in fresh statistics and a few new visuals to make it even more relevant. Don’t forget to change the date and note that it was edited, so readers will know it’s currant.
You can also make a hub. Your evergreen post can become the center of an SEO-friendly little content empire. Create new content to expand on part of the post, or address a relevant side topic. Then crosslink between the old and new.
Another thing you can do is expand and feature your article. Take a shorter piece that still gets traffic and expand it—turn your quick how-to into a more in-depth guide. Include visual interest, relevant statistics, and links to other resources . We call this a “power page”. Then take your new asset and give it pride of place, on its own page rather than in your blog.
Create a gated asset. Your evergreen content’s popularity is your audience telling you what they want to know more about. Create an eBook or white paper that further explores the topic of your evergreen content. Then add a Call To Action to the original post that links to your new asset.
You can also start a series of blog posts. Just like when a movie hits big at the box office, suddenly it becomes “part one of a trilogy.” You can take the same approach with a surprise evergreen hit. Make it the first in a series of posts on the topic, and link them together.
Find new formats for your content. You can repurpose evergreen content to attract an even wider audience. Make it the basis of a webinar. Turn the stats into an infographic or create a slideshare presentation. Discuss it on a podcast. All of these can build on the audience’s demonstrated interest in the topic.
Having evergreen content on your website is a bonus for content marketers. Not only does it generate traffic without effort, it can serve as a starting point to drive even more value for your audience.
Well,that's all for now, so see you in the next video