Evergreen content lasts. These are the blogs, resources, and articles that people can go to six months from now and learn from. They differ from your average run-of-the-mill posts because they take a bit more time to create and don’t play off of breaking news or trending topics. Instead, they become a consistent source of information for your readers.
Take the following two examples:
- A post on your company’s newest promotion and marketing strategy.
- A longer post that discusses the history of promotions and how they shaped your company.
Poor examples, I know, but they give you an idea. The first is a battle-post, and the second is a war-post. You need both to win, of course, and striking a balance is key.
Here are a few examples of different evergreen-type pieces and how you can use them to leverage readership:
The Running Post
These posts are similar to resource pages. You can pull together internal and external resources (i.e., links) and categorize them for easy viewing. This allows content to stay alive, in a sense, and build up links at the same time. It’s important to keep these posts active and present on your website (consider adding a navigation button for “running posts”).
The how-to, as I’ve mentioned on this blog before, is a powerful tool. Not all how-to posts are evergreen by default, however, and it varies based on the topic you choose to instruct readers on. “How to get a mortgage this December,” for instance, is more time-sensitive than “How to get a mortgage with bad credit.” The same goes for “10 tips” and list-style posts.
The Brief List
Is there something big happening in your company? Is a new product moving from prototype to marketing? Write a single post that tracks the history of its development. These posts that track something should combine links to press releases and other media outlets that mention a specific product, service, or event. Keep them brief and relevant. In the end, readers will be able to see a timeline of history in a single post without having to hunt through an entire blog.
Testimonials & Reviews
While you should definitely have testimonials on your main website, keeping a running list of reviews and customer comments helps double up on exposure. These posts are much “friendlier” than a website page, too, and allow you to add in your own thoughts on reviews and comments.
The Curated Compilation
A curated post is one that typically pulls in links to external sites. Are you a law firm? Consider finding trending articles and compiling them into “Hottest Law Articles of the Week” posts. Done correctly, your blog can become a secondary source of information people go to for authoritative direction on where to find popular, relevant articles.
You need to grow and nurture your evergreen content. The goal is to compile long-lasting resources that have high search ratings, links to authoritative content (internal and external), and prove that your blog is worth bookmarking. Need more evergreen? Check out Grammar Chic’s post on writing “in-depth” content or skim through our blog for more info.