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How to Make Your Content Evergreen

evergreen content
Martina Mercer
March22/ 2016

By Martina Mercer Digital Marketing and Copywriting Services

You already know the importance of regularly updated content. Weekly blog posts and active social media accounts all play a great part in keeping your business and website fresh.

That said, there is a place for evergreen content, as, if it’s engaging and informative it will still be searched for by people on the search engines. Here are some tips on how to make your content evergreen.

What is Evergreen Content?

Evergreen content is information, views, reviews or posts that won’t go out of fashion. There are a few types.

The Annual Evergreen : This ensures the post is relevant despite the seasons, celebrations and holidays throughout the year

Forever Evergreen: This is content that will be relevant in 6 months or five years from now.

Titles could include (obviously depending on your industry):

  • How to know if you’ve fallen in love
  • The calorie counts of favourite foods
  • The best beaches around the world (unless something happens, as long as it isn’t a top ten, it’s a safe bet they’ll still be the same in five years time)
  • The cheekiest quotes from classical novels

Once you’ve created your evergreen content you need to decide where to put it. It could be swallowed in a blog as the date will automatically be attributed. There is, however, a solution as there’s a new way to publish in the cloud. A way to share content that’s feature rich and won’t go out of fashion. It keeps your news, blogs, articles and whitepapers on the top of the pile at all times, and doesn’t reveal the creation date. It’s called WOTO and it’s basically a supreme, interactive word processor that incorporates all social media and online tools.

It can be used to build webpages, for blogs, for newsletters or simply to send quirky messages to family and friends.

You don’t need WOTO to ensure your content is evergreen though.

A Place for Content that’s not Evergreen 

Of course, on every website, there is a place for current content, for news and blogs relevant to current trends and topics. The search engines love a website that is constantly updating with fresh new content especially if it engages the user. Topical content should never be overlooked, it’s valuable to every business, however, to beat the competition you need to be setting the trends or a first to follow the trends while ensuring you get the news out there quickly before interest wanes.

This takes some management and if it does feel like it is too much to handle, take advantage of social networks instead and keep updates consistent, interesting and on trend. My other B2C article on Should You Have Twitter and Facebook for Your Small Business will show you how.

Current content that is not evergreen includes:

  • References to current TV shows, Big Brother, the Great British Bake Off, Game of Thrones, 24
  • Discussions on events such as the Tower of London Poppies, the Olympics at the time, the budget and general elections
  • Celebrities in the spotlight
  • Fashion

How Perennial Content Can Boost Your Business Too

Perennial content is that which can resurface year after year. This can be great for search engines and for special events such as Christmas, Mother’s Day and Valentines.

It’s important to refresh the content when you do use it again, but try to keep the title and the link the same, otherwise, those that have shared in the past will be left with an error message.

As long as the copy is engaging, useful and entertaining, it will boost your profile while building your content portfolio which is essential for a great content strategy.

Perennial content relies on events that are guaranteed such as:

  • The Changing Seasons
  • Bank Holidays and Public Holidays
  • Events such as the Oscars, Remembrance Day and National Waffle Day

With over 50% of businesses admitting they have a content strategy this year and over 70% increasing their budget for copywriters and digital marketers, 2015 could well be the year when great content is the key to beating off any competition.

Evergreen content that is engaging and thought provoking won’t only increase your bottom line, it will also bring you new audiences while pleasing Google too.

No matter how many updates Google rolls out to prevent businesses from tricking their way to the top of the search engine with dodgy SEO techniques, great content will never go out of fashion.

As long as you have a commitment to providing useful, informative, entertaining articles, blogs and web copy to your visitors Google will reward you.

I first wrote this post for Business2Community and you can find it here. If you need award winning digital marketing or copywriting services please get in touch, I take on just two new clients per year

Martina Mercer

Martina Mercer is an award winning copywriter and digital marketer. She specialises in psychology delivering marketing that identifies consumer profiles and connects customers with brands. As an expert in proximity marketing, Martina is one of the only experienced beacon marketers in the UK highlighting her commitment to developing her skills in an ever changing consumer focused world.