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How to Write Evergreen Content

evergreen contentA couple of weeks ago I was teaching a class and came out with the term, “evergreen content.” Then I gazed around the room and noticed a few sets of eyes glazed over and realized, not everyone knows what I mean when I say “evergreen content” so I thought I’d take a moment to explain what it is, why it’s good, and how to write it.

What is evergreen content?

It’s content that is always relevant to your industry or niche.  It retains its value long after it is published, for years and years to come, because the concept is always the same. Bottom line: it’s recyclable content that you could use over and over again for years to come.

Why it’s good for your blog or website?

Search engines like evergreen content because it maintains its relevancy and gives people what they are looking for when they put those terms in for a search. The only thing I’d like to caution here is that for a blog that is date driven, (has the date in the post permalink/URL), evergreen content will eventually lose its relevancy as time decays unless a lot of quality sites are linking into that article or page.

How can/do you write evergreen content?

Start by looking at your industry and thinking about topics that people who are new to your industry would want to know. For example, consider writing how-to articles or a short tutorial. Or maybe come up with a new angle for things that seem rudimentary or routine.  Also make sure your topic is laser focused. If you have a topic that is too big, consider breaking it up into multiple posts and then linking them back to one another. This will help with search engine results and narrowing down your list of keywords.

What evergreen content is not.

Lists (such as top 10, or top 50 x),  product reviews, events, and how-to’s on software (because although it may have staying power,  inevitably there will be an update).

Examples of evergreen content:

  • Fitness site might post  something related to “Smoothie recipes that get your body moving in the morning.”
  • A site on aging might do a post on “The benefits of pet therapy for seniors.”
  • A restaurant might do a post on “Small bites at home.”

 

 

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About Tracy Sestili

Tracy Sestili is CEO and Chief blogger at Social Strand Media. She is also the author of Taking Your Brand from the Bench to the Playing Field -- Social Media Fundamentals for Business.