Some pieces of content seem to keep on giving. That throwback picture you posted still gets likes, your favourite recipe blog is still commented on, and you’ve also noticed that a ton of your web traffic is coming from a quote that you shared more than 5 years ago. What these pieces of content all have in common is simple – they are evergreen!
Evergreen content is content that remains relevant for months, years and sometimes forever. While covering timely topics is an important part of remaining relevant to your audience, evergreen content is an important part of any long term SEO strategy.
The following are tactics that will ensure that every post you write has timeless qualities that will get you more long term ROI:
Use Timeless References
Using timeless references in your blog posts will always win over current ones. Readers encountering your post months or years after it was written will immediately peg it as stale or useless if you refer to outdated events.
If you are going to use real life examples in your post, especially if they are from popular culture, it would do you good to use classic references, rather than recent ones.
You’ll have to use your judgement and the key is to ensure that your posts will age well by using references that have already stood the test of time.
Choose A Timeless Feature Image
Just as you should avoid stale references in your text, you should also avoid them in your feature image or images.
Try to stay away from images that make reference to a particular time by using more abstract and classic depictions of what you’re writing about.
Avoid Time & Date Stamps
Remove your date stamp or make it less obvious. If you can, also try to avoid referring to the time within the blog itself.
Mentioning the time of year or day will remind the reader that what they are reading might no longer be relevant.
Choose A Broad Topic For Beginners
Your broader industry tactics and philosophies aren’t bound to change too much over time, but the current tools and platforms might. So ensure that your content remains relevant no matter what by opening up your topic beyond the latest trends.
By choosing a broad topic, you will not only make your content remain relevant for longer, but you will also be able to reach far more people as your post will be relevant to a wider to wider search queries.
Choose A Topic For Beginners
Share your expertise in a way that caters to beginners by trying to envision the needs of your average reader.
“Experts aren’t likely to be searching on broad topics, and you want to generate evergreen content for a large and recurring audience.” – Digital Marketing Institute
Check In Every Couple Of Years
If traffic on an old blog post has begun to taper, give it a look over and see if it needs freshening up or even recycling.
We covered how to recycle and upcycle content as a great alternative to scrapping outdated pieces that’s worth a read.
Monitoring evergreen content and taking cues from what has and hasn’t worked in the past will help you plan and curate better and more sustainable posts in the future.
Having multiple blog posts that age well and share timeless, useful information, have a better chance of being read, shared and converting in the long term. So Instead of rushing to have everything you cover be a trending topic in your industry, try your hand at some evergreen content to capture your reader’s attention no matter the date!
Need help with your evergreen content strategy? Contact us today to set up a FREE discovery session with our team.