How important is Evergreen Content?

 How important is Evergreen Content?

Even if you have never heard of evergreen content, surely you have already found and read several. This post is even an example of this type of content.

Let's say that one day you need to search for a video that teaches "how to change a car tire" and you find two options: one published in 2005 and one published last month. Comparing only this information, what do you think would be the video that would teach you how to change the tire? There would probably be no difference, right? After all, the technique for changing a tire hasn't changed for a long time.

This is the main characteristic of evergreen content or perennial content, as it is also known. This type of content is an option that cannot be missing in any Content Marketing strategy.

Why is evergreen content important?

The main premise of Content Marketing continues to be relevant. By frequently developing and disseminating content that is relevant to your buyer persona, you are attracting potential customers on a recurring and sustainable basis.

Evergreen content plays a fundamental role in this strategy for four main reasons.

1. Reinforce the authority of your brand

Knowledge and authority are inseparable: whoever has one ends up having the other. Brands that demonstrate and share this knowledge are seen as more trustworthy by the public, which naturally translates into more sales for the company. At this point, perennial content is essential.

This is because they can be both conceptual and introductory to any given subject, as well as practical guides and recipes. In either case, your brand is offering knowledge without a validity period.

This is something that readers will remember for a long time and they will immediately associate this knowledge with your brand. That association reinforces your authority, positioning your brand as a reference on the subject.

2. It has a high potential to receive links

Authority is so important that it is one of the main criteria that Google uses to calculate the ranking of pages and order them in search results. To calculate this authority, Google looks at the number and, above all, the quality of links that the page receives. Having lots of links pointing to your page—and having these links come from a variety of other authoritative pages as well—is one of the most important factors for SEO.

When it comes to receiving links, evergreen content has great virtue. As it can be a well-grounded conceptual content or a practical guide, it becomes relevant to a fairly wide audience. Other pages that aim to deliver quality content will want to reference your articles. Since it doesn't age, it will continue to receive new links for longer, which will continue to increase the authority of the page. They basically help to get quality and quantity of links!

3. Attract more visitors from Google and other search engines

You may have heard of long-tail keywords. Despite having a smaller search volume due to being more specific, it is much easier to stay in the top positions of Google results. Adding all the clicks made month by month, they end up generating more traffic in the long term.

Evergreen content is not always made from long-tail keywords, but they always behave similarly. Because they are perennial, the public always looks for them.

Therefore, to obtain these results, in your keyword strategy, it is interesting to optimize your evergreen content to stay at least on the first page of Google. Thus, you continue to attract recurring visitors for a long time.

4. Help segment your leads

News content generally attracts people with different interests, but with one characteristic in common: they want to stay up-to-date and keep up with market news.

On the other hand, perennial content helps map the subject of greatest interest to each of your leads. As they are more explanatory and conceptual articles, they attract people who want to learn more about that subject.

By offering rich material, (preferably evergreen too), you can convert those interested in leads and depending on the subject of the material they download, you will be able to segment your leads by topics of interest.

That way, when nurturing those leads in future campaigns, you'll know what topics to address to get them moving down your sales funnel.