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How to Write Evergreen Posts for Effective Content Marketing


Search engines continue to emphasize accuracy and relevance as important traits of well-performing content. Consequently, with every passing day, it’s becoming easier to lose your search engine rankings due to outdated content.

It is, however, simple to prevent this loss: all you need to do is publish content that will always be valuable for readers. Timeless pieces that never lose their usefulness will be a blessing to your content strategy. And not only can evergreen content rescue your site from plummeting through Google’s results pages, but it can even improve your current rankings.

In this post, we’ll walk you through the steps involved in the evergreen content creation process. You’ll even learn how to audit your website to ensure that your entire content library remains permanently useful.

How to Write Evergreen Content

Much like the trees that inspires its name, evergreen content is relevant no matter the time. It’s not connected to specific seasons, passing trends, or up-to-the-minute news.

Take, for example, a how-to guide. “How to pump a bicycle tire” will always be valuable to anyone who owns a bike. Compare this to a news article reviewing the latest high-end mountain bike – this article is significant only because the bike is a recent release. Thus, its relevance will fade with time.

Defining evergreen content can be a tricky business since there are no set-in-stone rules. However, there are certain qualities evergreen content tends to have.

First, evergreen content errs on the side of the fundamental. This is so that it can appeal to the widest audience possible. A beginner may not understand or find use for a high-level, complicated article, but even a seasoned expert appreciates precise, informative content, basic though it may be.

The topic should also fall within the author’s field of expertise. Otherwise, the author’s lack of in-depth understanding will be evident. In an era when facts can be verified with no more effort than it takes to key in a Google query, successful content calls for authoritative, quality information.

Evergreen content generally fits best into easy-to-understand formats. Here are a few examples:

  1. How-to’s/tutorials
  2. Lists of top industry resources
  3. Quick tips
  4. Reviews of evergreen, time-tested products
  5. Frequently asked questions (FAQs)
  6. Informative pages, Wikipedia-style

A critical aspect of evergreen content is that the details on these pages are up-to-date at all times. A how-to guide, for instance, should reflect the latest model or industry standard no matter its original publication date.

Crafting a post that will endure the test of time means integrating all of the above qualities. Here’s a look at that process, step-by-step:

  1. Choose a timeless topic (avoid news/time-sensitive content and stick to information people will always need).
  2. Pick a simple format. Solid choices include tutorials, FAQs, and wiki-style pages.
  3. Write the content, drawing on reliable, authentic information. If an article’s scope exceeds your domain, feel free to ask for input from trustworthy sources.

How to Audit Your Website for Evergreen Content

There are countless different methods for website auditing. In this article, we’ll limit our discussion to reviewing website content to identify weak points and correct outdated information.

Running an evergreen content audit is no insignificant task. It’s a time-intensive process, requiring that you review each existing article to verify quality on several counts. Be aware of the effort involved before you jump into the process.

Although the audit will likely be a lengthy process, the actual method is pretty simple. See below:

  1. Create a spreadsheet listing all your site’s posts. A sitemap will speed up this process.
  2. For each post, review the relevance of its topic, check the formatting, and verify the authenticity of any information provided.
  3. As you finish auditing each post, mark it off on your spreadsheet.

As you work, make sure you’re updating inaccurate information. Also keep an eye out for where you could add additional sources and statistics to further buttress your content’s authority.

If you encounter a post in your repertoire that scores virtually zero ‘evergreen points’, then you may want to consider a complete rewrite.

Once all of the links on the spreadsheet are accounted for, congratulations! Your website will officially have the evergreen stamp of approval.

Maximize the Benefits of Evergreen Content in 2 Steps

Evergreen content will help you avoid poor search engine rankings and bolster current ones, while also preserving the relevance of your content to your audience. Building an evergreen content platform is a two-step process:

  1. Create posts on permanently useful topics that are highly informative and written in an easy-to-understand format.
  1. Overhaul your site’s existing content library, correcting outdated information and fortifying articles with even more pertinent research.

What’s your best tip on writing evergreen content?

Image credits: Anne Kaercher, Natasza Remesz, Samuel Zeller

Solomon Thimothy

Contributed By: Solomon Thimothy

Solomon Thimothy is the co-founder of Clickx, an all-in-one local inbound marketing platform for SMBs. With over 10 years in the marketing industry, Solomon has helped thousands of businesses transform their online presence. Follow him on twitter at @sthimothy.

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