Have you ever wondered how to write evergreen content? First of all: what is it? Think of evergreen trees. They remain green and growing throughout all the seasons. Their green leaves don’t fall off in winter or when it’s dry. Similarly, evergreen content isn’t time-sensitive or reliant on current events, trends, fads or reports. You can publish it and be assured that your readers will return, share and help you find new readership again and again. It stays fresh, months and even years later.
And who wouldn’t want content that gets read long after it’s published, that can be shared again without the need for editing, can be updated in six months’ time, or that continues to attract growing traffic over time?
This blog post provides an overview of how to write evergreen content, specifically blog posts.
Evergreen Business Blog Formats
There are various business blog formats that especially lend themselves to helping you structure and produce evergreen content:
- Top lists
- Top tips
- Procedural content, with ‘how to’ instructional tutorials
- Encyclopedia-type entries with definitions and discussions of basic concepts
- Glossaries of terms and phrases
- Testimonials and product reviews
- Research studies and white papers
- Tools and calculators
- Industry resources and pillar pages
- Quality video content and podcasts
Once you’ve selected your format, what about the actual content? Current news articles or reactions to them are the least likely candidates here. Anything that could go out of date quickly, or that is reliant on something that will change, does not have the makings of evergreen content. So how do you go about finding evergreen ideas?
- Brainstorm some topics that you’re knowledgeable about, that are important in your industry or that currently have little serious coverage
- Find keywords that already have a high search volume yet low competition in search engines
- Align your content to your brand by asking what you want to be known for
- Examine common blog posts titles among others working in your industry or field to look for both popular themes – but also gaps in coverage
- Identify content on relevant topics that is poorly written, not comprehensive, visually weak or inadequate in other ways
The concept of evergreen content originated in journalism and broadcasting. There, feature stories and human interest stories were known to have a longer-lasting lifespan. The business equivalents to these may seem too broad to you, or have already been covered by a thousand other blog posts out there. However, your goal is to take popular topics and provide a unique viewpoint on them. The narrower your topic, the less competition your post will have with similar ones, and the more chance it has of remaining at the top of the search engine results for years to come. Specific topics are both easier for you to write and quicker for readers to grasp. Win-win!
For example, instead of the vague ‘How To Make Use of My Video Content’ try ‘How To Repurpose A Video As A Blog Post‘. Or give it a different spin, so instead of ‘Business Jargon To Avoid’ try ‘When To Use Jargon In Copywriting‘.
Evergreen content is worthless if people aren’t searching for it or it is irrelevant to your organisation. Combine the content you want to last with long tail keywords, ones with less paid competition and those on which you’d like your site to rank. The more search-friendly your evergreen article is, the more it will be read, linked and shared.
One temptation for those who want to create evergreen content is to write for experts or specialists in the hope they will reference it. A related temptation is to fill your article with technical terminology for the same reason. However, experts are less likely to be searching for help than beginners. Most of the best evergreen articles are aimed at those who want to understand the basics of a topic or learn how to perform greenhorn skills. You can become a definitive source without writing for seasoned industry experts.
How to Write Evergreen Content: Conclusions
Don’t rely on evergreen articles alone on your business blog. Topical articles have a place in driving traffic to your site in the short term. A smart tactic is to link long term content into these shorter term articles, so that readers gain immediate information with the option of further material if they wish to read it. Also, another trick is to take quality content you have already written and figure out if you can repurpose it into evergreen content. If your business blog has been around for a while, the chances that you will find old articles to rework and improve is high.
Let me know your favourite examples of evergreen content – yours or others – and share why in a comment. We look forward to reading them.