Every marketer should have evergreen content in their digital library, content that doesn’t go out of date. It’s often put on the ‘later’ plan because there’s such a demand to stay relevant with market trends. But that doesn’t mean it’s not important. Just be sure to put your own spin on it.
Here’s How to Generate the Best Evergreen Content
- Choose a topic that people will always want to know about. To help you determine what content your audience wants, look at other evergreen content in your industry. You can do a simple Google search or try a free trial of BuzzSumo, which shows you evergreen scores on similar content.
- Improve on already popular content in your industry. Often large brands will come out with listicles. If you see one that has a lot of great info, take that listicle, and turn it into an article. Choose a few of the points, or all of them if you think it’s relevant, and build on them to create something more in depth that always provides value.
- One thing to remember is that you should always be updating your evergreen content. That’s how it stays evergreen. Update pop-culture references and statistics. Change the year, so if it was tips for 2019, change them to tips for 2020. And make sure links are still working for outside sources. Any time you make a new piece of evergreen content, add a link to it on your editorial calendar for a year from now. Then you won’t forget about it, you’ll have a plan to keep your evergreen content fresh because no one wants a dead tree on their website.
I’m Robin Samora with the Fast Marketing Minute. Want a list of resources like Buzzsumo to help your plan your evergreen content? Connect with me on LinkedIn and I’ll send you my list. I’m at LinkedIn.com/RobinSamora. Just let me know where we met. Talk tomorrow!