As a small business owner, it can feel like you're stuck on a never-ending content creation hamster wheel. You spend time and effort creating blog posts, but soon after publishing, the traffic starts to dwindle as readers move on to the next thing. It's easy to get caught up in an exhausting cycle of endlessly churning out content just to keep up.
But what if there was a better way? A way to create high-value content that continues to bring in visitors long after publication? Content that stands the test of time and retains its relevance for months or even years to come?
This type of enduring, evergreen content does exist. And embracing a timeless content strategy could be game-changing for keeping your website traffic and engagement consistent. Let's explore how evergreen content can benefit your small business.
What is Evergreen Content?
Evergreen content remains relevant long after publication. While most posts have a limited lifespan, evergreen content attracts visitors for years.
The key is focusing on topics unaffected by time. For example, posts explaining ecommerce basics will always appeal to new online entrepreneurs. Evergreen content isn't reactive; it avoids temporary trends and breaking news.
Why Evergreen Content Works
But how does evergreen content keep you in the spotlight? Well, let's dig into the reasons it's a smart play:
Continues Driving Traffic Months and Years Later
Unlike trendy articles, evergreen posts can keep generating traffic via search engines for extended periods. This is why when you search for information that isn't time-sensitive, you may see results from years before. A detailed guide, like “How to sell handmade products online,” published today could still rank high and pull in visitors even years later. This gives evergreen content a lasting power that typical posts lack.
Demonstrates Expertise and Builds Credibility
Taking time to research and create in-depth content on foundational topics establishes you as an authority in your niche. Readers will view you as a trusted expert source. Your business becomes a reliable hub for advice and insights related to your industry.
Reduces Pressure for Constant Content Creation
Producing evergreen content alleviates some pressure to continually churn out excessive content reacting to trends. You can focus effort upfront on evergreen posts, then benefit from that value long-term. This appeals to time-strapped business owners.
Creating Evergreen Content
Follow these proven tips to craft content built to stand the test of time:
Choose Perennial Topics
Select subjects focused on essential, non-trending themes like fundamentals and best practices rather than temporary viral topics. Evergreen posts should provide value regardless of when they are published or read.
Offer Implementable Tips
Structure evergreen content in a way that gives readers clear, actionable advice and takeaways. Break down topics into implementable steps so that by the time your audience has finished reading, they know exactly how to accomplish or improve something.
Use Multimedia Formats
Enhance evergreen content by combining written explanations with engaging visuals like images, graphics, videos and more. Giving your reader something exciting to look at helps reinforce the core message and makes the content more dynamic.
Repurposing Existing Evergreen Content
Just because content is evergreen doesn't mean it can't be refreshed and repurposed. Breathe new life into top-performing evergreen posts and prolong their lifespan with these approaches:
Create Spin-off Content in New Formats
Consider turning written evergreen posts into fresh video or podcast content. This allows you to reuse the same valuable information across different channels, helping you reach new audiences.
Promote Consistently on Social Media
Maximize the visibility of evergreen content over time by promoting it consistently on social media. You never know when your content will pop up for the person who needs it right then!
Periodically Update with New Facts and Examples
While keeping the core message intact, refresh evergreen content by adding new statistics, recommendations, examples or other details. This keeps it feeling current.
Feature in Email Newsletters
Spotlight your most useful evergreen content in email newsletters to re-engage your subscriber base. Email is a great channel for reviving your best pieces.
Evergreen Content Ideas
Consider these widely evergreen themes and formats perfect for creating content with longevity:
- Beginner's guides that comprehensively explain core skills and fundamentals needed to get started in your field or with your products.
- In-depth product reviews that objectively compare the top options on the market right now according to key factors and metrics. If you take this approach, make sure that you're updating the list as new products come onto the scene.
- Definitive roundups of the most valuable tools, resources and platforms related to your niche. Again, these should be updated periodically.
- Step-by-step tutorials teaching vital techniques, skills, or processes related to your area of expertise.
How can you make sure your evergreen content is pulling its weight? Assess its value by monitoring these metrics over time:
- Traffic – Do visitor numbers and rankings remain steady months later?
- Engagement – Are social shares, links and comments still consistent?
- Conversions – Do conversions persist from evergreen posts?
Solid long-term performance confirms your content's timeless nature. So if your content isn't performing how you expect it to, it may be time to refresh and revive.
Why Evergreen Content Matters for Small Businesses
For small business owners, evergreen content provides stability amidst trend-chasing pressures. The sustained traffic and credibility build customer trust. By consistently providing value, you become an authority.
Evergreen content also reduces the strain of constant content creation. You can focus on thorough posts with longevity versus churning out fleeting trend articles.
While predicting the future is impossible, evergreen content delivers lasting rewards. By exploring essential topics in-depth, your business can benefit for years to come. It's time to break away from the tiring trend treadmill and embrace evergreen content.
Are you looking to grow your business with fresh, inventive content? Or revamp your older content to stand the test of time? Your WP Guy can help you come up with a strategy that will drive traffic to your website. Schedule a discovery call with us today to keep your business in the spotlight!
Embracing the 'Evergreen Content' Strategy Summary
- Evergreen content remains relevant long after publication, driving traffic for extended periods.
- It establishes expertise and credibility by demonstrating in-depth knowledge.
- Evergreen content reduces pressure for constant trend-chasing content creation.
- Useful evergreen content types include guides, reviews, roundups, and tutorials.
- Repurposing and promoting evergreen content prolongs its lifespan.