Creating website content that attracts readers, ignites conversation and encourages social media sharing is not easy. In fact, it can be very hard work and for many small business owners and entrepreneurs it can be daunting.
With search engines placing more and more emphasis on fresh, unique content that gets shared across social media, small businesses have to bite the bullet and create content for their websites on a regular basis if they expect to receive any return from their online investment. The content could be in the form of articles, blog posts, videos, press releases or a whole host of other digital mediums. More importantly, the emphasis should be on creating quality content that will stand the test of time and be referenced for years to come.
Why is creating website content that is evergreen so important?
Creating content for websites that is evergreen is one of the most important concepts to grasp. Search engines love new content and are hungry for you to post more and more articles, but if the content that you publish offers little or no future value beyond the date it has been published it becomes outdated very quickly, meaning you could be wasting both time and money. In order to maximise your online presence you need to be creating content that will have people consistently coming back for 2, 5, or even 10 years to come. This is known as evergreen content.
What do you mean by website content that is evergreen?
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The reason that these are good examples is because the process or solutions they describe will not radically change over the next 5 years. On the other hand, if you were to write a piece of content that was titled “5 Business Lessons from Female Olympians” then outside of the Olympic period this soon becomes old news. That’s not to say you won’t get any visitors, perhaps in the short term your website will receive a visitor spike, it is just that after a few months the content will offer less value, and therefore attract fewer viewers.
The greater the amount of search engine optimised content that you create and the more you voice your opinions on topics, the greater chance you have of being heard and connecting with people. Ultimately, building relationships and a network is one of the goals of having an online presence.
What should you consider when creating website content?
Think of your ideal client, or if you are starting out, who you would like your ideal client to be. If your potential audience is 35-50yr old, male sailing enthusiasts, then it is pretty pointless creating content centred on 50 Shades of Grey.
Current news or anything in the main stream (such as 50 Shades of Grey!) may offer a short term spike in traffic but it will be just that. Talking about the news is less likely to bring the long term traffic you want. Instead, provide educational website content that your audience will find and come back to again and again and again. This will give you a consistent flow of traffic for years to come. One of the benefits of writing this type website content is that once you have taken the time to research and create your article, you can reproduce or repurpose that content into many other forms such as Video, eBooks, PowerPoint presentations etc. Linking this additional content back to your site will also increase the number of backlinks for the search engines and more importantly additional eyeballs viewing your branded content.
Click on the following link to learn more about how you can leverage your existing content through inbound marketing
10 Tips on creating timeless website content
- Stick with the 3 E’s -be Educational, Enlightening and Entertaining!
- Think of what is important to your clients.
- What factors will have a long term impact on your industry?
- What are the 50 most commonly asked questions in your niche?
- What are the biggest problems faced by your clients?
- How can your services help them overcome those problems?
- What are the key terms and phrases used in your industry that clients should know?
- What questions do your clients ask you?
- Write a list of Tips
- Create “How to” articles
There are endless ways to create website content, the point to remember is this: If you want your online investment to drive leads and sales for your business then you need to feed it with great content that is evergreen and follows search engine optimisation principles.
If you have further tips or advice on creating online content then please feel free to share them in the comments box below.