Evergreen… what’s that? Not Everclear.. that’s a WHOLE ‘nother blog. J Anyways, when we marketers talk about creating evergreen content – we are talking about content that will be good, for a long time. It’s the stuff that you can share over and over. Are you getting where I am going with this?
Why do I need evergreen content
Content marketing is about creating valuable content for your consumer. When you have valuable content, people tend to flock to it and you’ll have better chances getting engagement, comments and then the likelihood of it being shared. Can you see the huge value there?
I think that the majority of my content is evergreen because it will always be valuable. Sure, search engines will have rule (algorithm) changes and social media will continue to make their changes but for the most part the principles for my industry will be the same.
What to do when your ‘evergreen’ content changes
Like I just said, most of my content is evergreen and yours might be too, however there might be times when they do change. So, when they do, you can always go back in and make an update to the post… or better yet, write a whole another post referring back to the old.
You could do something like this – in a new blog summarize what the old blog was stating… like this is what search engines were pushing 5 years ago and while these points are still valid, I wanted to update you on this one point. Then, I’d suggest going back to the old post and add a note that this was updated and link to the revised one. Wow… killer idea right.. now I have two posts versus just one on the same type of topic and both hold accurate information, or a link to it. SCORE!
So you have evergreen content – now share it – OFTEN
I write a blog once a week but when I post on social media, I post from my blog once a day. Okay, let’s do the math there…. if I blog once a week (52/yr) but post on social from my blog daily (365/yr) then where are those other blogs coming from? YESSS, you got it now, I repost them. And if you use different text prior to your blog link, I betcha nobody would know the difference.
Share your evergreen content regularly. They won’t search for it on your website! Seriously!Click to tweet
Seriously, you aren’t going to bore your following, they likely didn’t see it the last time! Think about it, if you have a
year’s worth of blogs (52) and post once a day, you will cycle through the same blog once every 1-2 months, but you are still adding another 6 or so blogs in that same time. Do you think your followers remember what you posted yesterday, let alone last week or 2 months ago? Good, I think we drove that one home, so now what are you going to do? Write more content and share it regularly. Good, my job here is done then. lol
Oh wait… keep in mind that I am posting this one blog/day as part of my other 5 or so posts so my social media strategy isn’t me me me, so please note that if you are only posting once a day (which you shouldn’t be anyhow) that maybe you cycle in your blogs versus being your only social media post for the day, every day. Got it?
This should go without saying – make it easy to comment & share
I just have to cover this one, even though I wrote a blog about it recently – check it out >> ‘Make it Easy for Readers to Comment & Share your Content’.. and please… you spent the time to curate great content, be sure you make it easy for folks to comment and share. I’m telling you, if you get someone on your page and they are ready to comment or share and they have to hunt down that feature, you have already lost them. Seriously, please make it easy! If you use WordPress.org, there are many plugins that can be used for this.
Should you have any questions about evergreen content, why you need it or making your blog more reader friendly to where they can comment or share easily, please contact me as I will be happy to help.