Note: I have already defined evergreen content in a separate article. Check it first, if are not familiar with this content type.Definition of evergreen content.
Your content needs not be timeless to be considered as evergreen
Some of the contents are literally timeless. These contents are valid even centuries later. Just Imagine the following articles:
- The fall of Rome: How did it happen?
- How Steve Jobs started his career in digital industry?
- 20th century in literature
- How to face with stress and anxiety in your daily life?
But there are many topics and articles which are not eternal but have a much longer life than the average life of the popular articles. These articles are valid and relevant until a disruption happens or some progress happens in a field.
This type of evergreen content is usually called sustainable content.
Here are two examples that I consider sustainable (but not timeless):
- 10 SEO tips to consider when writing short-form articles (Such article can stay relevant for one or two years)
- How to choose the right mobile phone for yourself? (May remain relevant for two or three quarters and even more with minor modifications)
In my opinion, it’s more logical, feasible, and rewarding to consider sustainable contents as a part of your evergreen content strategy plan and do not rely solely on timeless contents.
Don’t get stuck in one particular content type
Most of the content creators are inclined to certain content types.
For some of them, an evergreen content means a ‘how-to’ article. Some others, use checklists and questionnaires as evergreen content. But remember that evergreen content has many forms.
You can take a look at the list I have provided here:Evergreen content: examples and ideas
Don’t let the social media trends overshadow your content strategy
Social media is an invaluable source of ideas for your content creation. However be careful not to be distracted with hypes and trends.
You can learn the taste of your audience and ingredients of their current content diet. You can also find their questions and what they are willing to pay for.
But evergreen content is not meant to satisfy transient and temporary needs of your audience. There you have no chance to compete with real-time mostly-free easily-accessible social content.
The evergreen content’s competitive advantage lies somewhere else.
Start with your current content assets
If you are not new to blogging and currently have already a collection of articles on your blog/website, first look for already existing evergreen articles on your blog.
Check Google webmasters tool and look for old articles that have a high click rate (or even high impression with low CTR). These low hanging fruits are much easier to pick and have more potential for immediate result and drawing more traffic to your blog/website.
Moreover, prepare a list of your evergreen contents and schedule a regular update and optimization plan for them. Each piece of content may need a different check/update frequency.
Although it’s easy to check the history of organic traffic to each URL (via a simple query in Google’s webmaster’s tool), I do strongly recommend making a separate table (in paper or digital format) and register total visitors landed on each URL every month. Such a table can be an indispensable source of insight if you update it regularly.
[ Related link: Tips for evergreen content creation – Part II ]
[ Related link: Even a tweet can be evergreen ]