While evergreen content is a dream that many business owners think is out of their reach, kicking this virtual goal is actually easier than you might think.
For brands or businesses trying to make their mark online, having a solid content marketing strategy that is ‘Google friendly’ is somewhat of a necessary evil. More often than not, brand owners make the mistake of investing in a snazzy website, but run out of steam when ensuring that it is properly equipped with the right content such as blogs, landing pages and even images.
Unfortunately, failing to ignore your website’s content needs is somewhat like owning the body of a car, and expecting it to be driveable without an engine. If you’re able to publish content that’s properly optimised, engaging, informative or even just funny, the powers that be at tech giants like Google deem your content to be ‘worthy’. However, if the information is not time sensitive and has managed to successfully answer consumer queries, then you’re much more likely to remain in favour and relevant on the results pages for significantly longer.
The reward for publishing this type of content, is that your website continues to get the ‘hits’ time and time again – making it an extremely savvy investment, and essentially the marketing gift that keeps on giving. This process is what we in the marketing realm refer to as evergreen content, or content that doesn’t die.
The Three Benefits Of Pursuing Evergreen Content
Fundamentally, every business owner is generally a fan of a good return on investment. While tackling your brand’s content production needs is absolutely going to take time, energy and resources, wouldn’t it be logical to chase a format that doesn’t have an expiration date?
In theory, just about anything has the potential to be a form of evergreen content, so long as it isn’t too topical, time sensitive, or a form of paid advertising. Many online traders have found their best evergreen content to be topics written or published all about their products, services, industry or sector, but in a format that is easy to digest. As such, common examples of evergreen content formats include list style articles, informative ‘how to’ guides, industry based resources, editorials, or entries that explain or decipher historically popular topics.
With no fleeting relevance, evergreen content accumulates organic traffic over time. The longer it’s published, the more site traction it pulls, and the higher your return on investment is for the content your website has published – but what are a handful of the other known benefits associated with evergreen content?
Boost Your Brand’s SEO – Otherwise known as Search Engine Optimisation, SEO is what we call the practice of including specific content on your website that has the potential to improve your visibility on search engines, and in turn their users. Put simply, it helps your site show up more often in relevant searches, and is crucial if you want to reach the lofty heights of Google’s top rankings and get seen by the right types of audiences.
Higher Lead Generation – While evergreen content is a means to give your SEO a boost, it’s inevitable that this will lead to more people visiting your website over time. This is an opportunity to capture the attention of both new and existing customers, as what you choose to do with their attention is entirely up to you once they’re on your website. Whether you’re chasing more sales or even more newsletter sign ups, evergreen content helps to boost conversions.
Lower Marketing Costs – The entire point of content marketing is to reduce over reliance on paid advertising, and to drive organic traffic to your brand’s website. While almost every form of advertising does indeed require some form of investment, we can’t think of a business owner who wouldn’t jump at the chance to receive higher levels of brand exposure for a lower upfront cost. In simple terms, evergreen content is the marketing gift that keeps on giving.
Ultimately, if your content is relevant and readable in five years time, you’re already well on your way to producing a body of work that could be considered as evergreen. If you still have your doubts, let’s not forget that a blog that performs well for you or your brand can also be repurposed. One stellar article that does well shouldn’t be restricted to the one platform – share the message via your social media platforms, beef up your email marketing database or even use it to weaponize your LinkedIn profile. When it comes to evergreen content, the sky’s the limit so long as you’re able to semi-regularly maintain and boost it if and when required.
The Key To Good Marketing Is Great Content
Producing quality, consistent and on brand content that’s Google friendly takes time, effort, experience and resources – and you’re not alone if you can’t quite commit to that. Avoiding the use of content marketing altogether may actually be doing your brand a disservice, but thankfully – investing in a solid strategy has never been easier.
Here at Content Hive, producing top quality digital content is exactly what we do best. We have itemised a list of digital content services, and allocated credits next to each of these. This means that each month, you can use your credits with us to produce digital content such as social media posts, blog articles, videos and even animated Instagram stories.
We believe that this model means we can produce high quality content in faster than normal delivery times. It also means that because you have a monthly credit, you are going to want to make sure you use these up – and so do we – meaning that your digital content is always consistent.
If you aren’t quite sure where to start on your digital marketing journey and would like to speak to a professional, why not book a free discovery call with us at Content Hive today to discuss how we can get your brand buzzing online.