Evergreen Content: What It Is, Benefits, & How to create evergreen content
What kind of articles does the site need to keep them relevant in a month or a year? What topics will keep up with e-commerce trends and keep people interested even long after publication? Such content that remains popular for a long time is called evergreen content.
What is evergreen content
" Evergreen content " is information that remains interesting, useful and relevant for users for a long time. The concept of long time here is most likely loose. Since evergreen content can be considered topics that are actively discussed on the network for both 6 months and 10 years.
Among the features of evergreen content is the fact that published articles and materials do not lose their relevance depending on the season, weather, political situation in the world or country. But still, any evergreen topic implies a certain number of interested people - those people who are looking for the information they need on the Internet. Therefore, when creating evergreen content, it is important to consider how large the target audience is. It also happens that the material of a narrowly focused topic brings good results in the form of regular readers of the resource. And regular readers, in turn, provide good site traffic and the presence of a loyal audience.
Benefits of Evergreen Content Creation
Really useful and interesting material can provide a solution to certain important tasks and problems that site owners, online stores, bloggers and other authors often face. Content that never becomes outdated or becomes outdated very slowly cannot be 100% the main promotion tool. It should be taken more as an aid.
And here are the opportunities that evergreen content opens up for business owners:
- Attracting traffic to the resource in an organic way, without the use of advertising tools.
- The influx of new potential consumers interested in buying a product or service.
- Increasing the loyalty of existing customers and their retention.
- Solving pains and problems of users through useful content . As well as answers to questions asked by the visitor, getting to the resource.
- Competitiveness. Depending on the availability of up-to-date information on the portal, the client can make a decision in favor of a particular site or online store.
- Positions in organic search engine results. Smart algorithms analyze resources and, in response to a specific user request, give him results. If the site is frequently visited, with the presence of relevant articles and keywords, then the chances of getting on the first pages in the search results increase significantly.
- Waveform resource visit warning. When the site uses only the information that is at the peak of popularity for only a short time, this leads to spontaneous traffic, which negatively affects the statistics of the portal.
- Increasing the number of active backlinks to a resource. When users find something useful for themselves on the site, they willingly share it with friends, acquaintances, and also save the portal address in bookmarks and visit it periodically.
Topics Related to Evergreen Content
Topical issues, problems of users in a particular area most often fall into the TOP of topics that remain afloat for a long time. To find a popular topic in a particular niche, you need to know the target audience and their interests well.
To study the target audience, such a method as a questionnaire is useful. If it is not possible to conduct a survey, then it makes sense to use the service from Yandex - Wordstat. Thanks to this tool, anyone can find out how popular this or that topic is in any field.
If we take into account all the content concentrated on the english-speaking Internet, then we can identify a certain pattern and track the statistics of the popularity of topics. So, the most popular were the following:
- Ways to attract and retain potential customers on the Internet.
- Types of marketing based on the dissemination of useful and relevant information for consumers.
- Issues related to human health. Methods and methods of losing weight, proper and balanced nutrition. Facts and research about junk food.
- News and environmental issues.
- Information about different technologies and modern devices.
- Issues related to tourism and travel.
- Information, news, research in the beauty industry. This also includes useful beauty tips, recipes.
- Materials on the topic of content, promotions in social networks and other technical issues related to usability.
- Content about lifestyle, fashion industry.
- Useful materials on financial orientation and tips on how to properly manage money in order to increase your capital.
- Business ideas, tools, personal stories of businessmen, advice.
- Search Engine Optimization (SEO) related issues.
- Household appliances and electronics.
evergreen content formats
When creating relevant and long-lasting materials, one should focus not only on topics, but also on the type of format in which this information is published. Over time, the interests of users change and the way content is presented must be constantly updated.
What formats of evergreen content are trending at the moment? Here are collected several types of material depending on popularity, arranged in descending order:
Enumerations and lists. For example, 5 ways, 4 reasons, 3 methods, etc.
In such material, it is desirable not to pour water, but to give the visitor useful information. The user, reading the article, should receive answers to his questions and find a solution to his problem. But such content is useful only if the reader's problem is not fictional, but relevant.
Articles in the style of "how to"
For example: how to attract customers using free methods. Try to give not just dry information, dilute publications with visual video instructions. This could be a screen recording, a tutorial, or a video from a third-party resource. Also, the value of the article can be increased by an interview with an invited expert in text or video format. Ideas for publications of this kind can be found in Yandex. Wordstat, analyzing the queries that most often slip through the search engines.
Useful materials that give a clear answer to the question
For example: what to do if the loan is not approved. When people ask questions like this, they need clear information, without blurring the topic. Let it be better if the material is small in volume, but structured and useful for readers.
Cause and effect
Information that allows the user to find out why this or that problem/situation happened, etc. Or it is a direct answer to the visitor's question. For example: why contextual advertising does not work. Here you can submit material based on the personal experience of a specialist. Screenshots will be appropriate, which clearly show the working moments of the expert: programs, files, chips and life hacks.
Interview
Data in the format of interviews with some celebrities, famous personalities, opinion leaders, bloggers.
An interesting and memorable conversation with an expert in a particular niche will be considered relevant material for a long time, even after 10 years. Do not forget that everything new is well forgotten old. Editors of print and online publications often use data from old interviews in new publications.
Graphs and diagrams
It should be noted that this format is perceived by a small number of users. It will be easier for a person who is used to charts and statistical parameters to understand the content in this form than to someone who practically does not encounter graphs in everyday life.
How to create evergreen content
Before you start creating materials and articles that will attract potential buyers and keep existing ones like a magnet, you should remember a few important rules:
- Find out exactly what keywords, phrases and terms your potential customers have used. This will allow you to speak with subscribers in the same language and competently insulate them.
- Monitor your opponents. Do not rush to be upset that there are many competitors in your niche. You can just carefully research the product / service of a competing brand. You may be able to find the shortcomings and weaknesses of a specialist in order to avoid the same mistakes and play in contrast.
- Look for topics that are gaining popularity among the majority of users.
- Creation of high-quality and unique material. Expert opinion backed up by statistics, experience, or other data can be the perfect way to write an article that people will read for a long time.
If the resource already contains the information that claims to be evergreen, then periodically this data should be updated or supplemented. Sometimes the owners of websites and online stores re-publish an article that has received a lot of views and comments. Users do not like to view the same thing several times, so in such a situation, you can cheat and change the format. For example, if the material was published in the form of an article, then a later version of the post may look like video slides, a checklist, a guide, a series of stories or posts.
How to work with evergreen content in social networks
Users of social networks are accustomed to the fact that a lot of information appears in the feed per day. Usually a person simply scrolls through the news until his eye catches on something interesting. Thus, the visitor absorbs a huge amount of content, even if he does not read every post. This fact can play into the hands of business owners who attract customers via the Internet.
Most of the new and relevant information in social networks is well-forgotten old. Posts on evergreen topics are copied, rewritten in their own words, new ones are created based on previously released ones. Therefore, material published a year ago can be restarted without fear that users will remember the previous publication. The memory of the average person is unable to 100% contain the amount of information that the user views daily.
Services for working with evergreen content
To save time and hit the target more accurately, when creating evergreen content, auxiliary tools are used to facilitate the process.
Google Trends
This analytical service allows you to track the dynamics of the popularity of a particular topic. The functionality here is simple, even primitive. But for the initial assessment of any topic, this tool is ideal. Plus, Google Trends is free.
Its functions make it possible to monitor the seasonality of demand and the number of search queries in a particular region, learn about the hottest trends among the target audience. And you can also expand the semantic core of the site or advertising campaign by selecting similar queries.
Yandex. wordstat
This tool makes life easier for many businessmen and professionals whose work is related to promotion on the Internet. We can say that this is a huge collection of statistics that show true data. Here you can see how popular the request is, from which devices people search for this information. The service also displays statistics on geographic location, popularity and seasonality. Yandex. Wordstat is very handy when you need to collect semantics for keywords. You can analyze similar queries and add negative keywords that are not suitable for the semantic core to a separate list.