Techssocial | Regardless of how big of a digital marketing expert you are, your traffic won’t always be high. Fluctuations in that regard can happen to everyone. However, you still need to do your best to have the finest possible content strategy for your site. Naturally, categorizing evergreen content is more complicated than ‘good’ and ‘bad’. Different types of content can be useful for different goals.
However, if we take a look at content in the context of relevance and timeliness, there are two categories we differentiate between. First of all, there’s trending content. This is the stuff that’s produced based on the currently trending topics; something that can give you an instant boost in traffic over a short period.
On the other hand, there’s evergreen content — and that’s precisely the type we’re going to talk about here today.
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Advantage of Evergreen Content
The trending content that we’ve mentioned above has its uses, and it’s definitely a way to increase website conversions over a short time. However, that type of content has its drawbacks as well. For one, in today’s world, the spotlight shifts from topic to topic practically in an instant. Trends change swiftly, and something that seems contemporary today may already be viewed as outdated information a month from now.
In comparison, evergreen content is something people always find value in, thus attracting many more people over long periods. But how do you ensure that the content you produce will have this evergreen quality, while also not seeming too generic to be useful in the present moment? Don’t worry, we’ll show you how and why your website needs evergreen content right away.
Data and Statistics
Regardless of what topic you’re writing about, one thing is certain — people like having detailed information. Generic conclusions based on widely-known information is something people can draw themselves; evergreen content requires a more in-depth approach.
/caption: Coming up with original content is not easy in the long run. /alt: A leather bag with a notebook, pen, and phone.
And if you’re afraid that the data you provide may become outdated later on, don’t worry; if you specify the period that you’re referring to, people will have the proper context for the information. Of course, if you can find the time to, it’s always good to take a look at older content and see if there’s any data that needs to be updated. Still, with a clear timeframe, even outdated information can bring quality to your website content.
When they’ve got a data set they can work with, your target audience will be able to extrapolate conclusions for their own needs even based on data that is no longer presently relevant. Having specific information will increase your website’s authority and raise your profile as a credible source of information.
This kind of effort to present structured and valuable information pays off in terms of website conversions. Of course, it’s not all about what kind of information you display; it’s also about how you display it. Sure, professionally-performed research is important, but you need to remember that presenting it in an eye-catching manner is equally crucial.
In the past two decades, the attention span of Internet users has severely decreased, even with niche audiences. People like their information displayed through graphics or videos; that kind of content brings an evergreen quality to your website.
Product Reviews
Of course, your particular niche may not contain any products, but the chances of that being the case are slim in reality. Even service industries are filled with byproducts and secondary products that are used both by professionals and members of the target audience.
With that in mind, writing product reviews for related products on your website can be an extremely effective tool if you want to have evergreen content. At some point in time, people will search for reviews of these products, even outdated ones. If you position your website as the go-to authority for objective information on a product niche, you will have a steady traffic avenue you can rely on in the long term.
Just remember one thing — with this type of evergreen content, you must base the reviews on trustworthy information. Don’t repurpose other reviews you’ve found online; this opens you up to unreliable information and mistakes that can damage your brand permanently. Instead, either base the reviews on sources you trust completely, or on your own experiences with products.
Naturally, the second method is far better, because it brings an additional air of credibility to your content. Though, the fact of the matter is that you simply may not have the time to try out a wide range of products in detail, so a combination of the two techniques is probably necessary.
Niche Histories
There are plenty of ways to contextualize your content in a way that will ensure its long-term relevance. One of the easiest ways to create evergreen content is to compile a history of a specific phenomenon or a particular industry niche. After all, coming up with new and relevant content isn’t always easy in some areas; that’s why this is a great kind of article for niche fans. If your audience is already hooked and interested in the topic, chances are that most of them will want to know something about its origins and background.
Chris Jones is a digital marketing expert and freelance author, mostly compiling industry guides on email marketing and search engine optimization. His hopes for the future include starting his own marketing business. When he’s not working with wpfullcare.com, he enjoys swimming and long hikes.