What is evergreen content? How to create evergreen Content

 What is evergreen content? How to create evergreen Content

What is evergreen content?

“Evergreen is a type of material that deals with timeless topics, staying relevant long after publication.” In addition to this type of content, there is also news or opinion content.

When we write about recent changes in Marketing, for example, we are investing in news content. They are important because they present current issues, commented on in "real-time" by our team of writers. With this, we attract the public that seeks to stay updated on topics related to Marketing.

On the other hand, we also have content like this Digital Marketing guide or this other one on how to create a blog. They were written more than a year ago, but if you want to learn about Digital Marketing or start a blog, by reading these articles you will continue to find relevant and completely current content (even more so because we always update our content).

It is very common, when writing evergreen content, to inadvertently add some information that gives it a shorter validity date.

Following are the 5 tips that we have rounded off for our readers to make writing evergreen content easy for their product.

5 tips for writing killer evergreen content

1. Focus primarily on the top of the funnel

Evergreen content is generally aimed at the first stages of the purchase journey, that is, at the top of the funnel.

In this phase, your potential clients are still learning and discovering about the topic or, if they have already advanced a little, they are recognizing that they have a problem, without knowing how to solve it yet.

In general, these people seek broader educational content, which only addresses the basics, the main points of the problem. This is the ideal time to offer evergreen content, which serves as a gateway for that day and also positions your brand as a reference in the matter. Avoid going too deep in this first contact.

2. Write about what is already proven

When producing your evergreen content, avoid mentioning trends, recent "discoveries" or possible future directions of the topic addressed.

Sure, it's great to position yourself as a brand that knows what's new, which will help reinforce your authority on the matter but separate this content for another article. In your evergreen content, you should share only knowledge that is already proven and will hardly be refuted in the coming years.

Keep in mind that more advanced knowledge tends to be renewed quickly, as new discoveries are constantly emerging. On the other hand, the basics, focused early in the shopping journey, tend to last much longer.

3. Build internal links

Think about the possibilities of attracting visitors to your evergreen content. It will receive hits for a long time and has great potential for positioning in search results. It will be disclosed several times on social networks, attracting even more visits. You will receive links from other pages and will be indicated by word of mouth.

In other words, it is an excellent opportunity to build internal links and direct those visiters to other pages of your blog or website. By showing that there is other equally relevant content, you reinforce the position of authority and reference in the matter.

In addition, the use of internal links directs the Google algorithm to other pages of your website, facilitating the positioning.

4. Use short and simple URLs

It may seem like just a detail, but it is very important: when writing guides and concept papers, try to use URLs that are easy to remember and easy to share.

In addition to making, it easier to rank in Google for that keyword: Product Marketing, this increases the chances that readers will remember the URL and share it with their friends.

5. Put a good call to action (CTA)

Evergreen content has a great potential for visits and, therefore, is an excellent opportunity to generate leads. If throughout the content you've already built good internal links to direct readers to other evergreen content, end your article by offering some rich top-of-the-funnel material, preferably evergreen as well. They can be eBooks, tutorials, videos, etc.

To have a good conversion rate, strive for a very convincing call to action (CTA) that is capable of converting your visitors into leads.

Conclusion

No matter what your segment is, trends and technologies can emerge at any time. For this reason, to position your brand as a reference and gain authority, it is important to demonstrate that your company is following these developments.

However, some concepts and ideas will always be important and relevant. They are the foundations of your product and your market. In this field, it is essential to make your presence felt and stand out.

In addition, every customer at some point passed through the top of the funnel and began their buying journey in the early stages. Is there a better time to make your brand known and start a bond? For this, it is important to balance your Content Marketing strategy between news content and evergreen content, investing your effort in the latter to create increasingly attractive experiences.

And speaking of creating experiences with content, it is possible to take advantage of interactivity to make them even more attractive and personalized.