It’s that time of year again. People are rushing around trying to navigate the retail rush to secure a seasonal steal. So how do you take advantage of all that potential traffic? The answer is evergreen content. Funnily enough, this has nothing to do with Christmas trees or gift giving.
What is Evergreen Content?
Simply put, evergreen content retains its value. It continues to drive interest long after it has been published. For example, a blog post titled ‘Holiday Hype in your Internet Marketing’ is as relevant now as it was last year, while other posts about algorithm updates may not be.
The main benefit of evergreen content is that it can be shared multiple times on your social media channels. This not only saves you valuable time, but also allows you to generate important referral traffic to your website. It’s also a great opportunity to advertise special offers and discounts on products.
Just remember, if you want to include offers on new products, the article should be re-purposed and edited to reflect these changes. You will also need to consider writing for SEO purposes. It needs to include high quality content and popular search terms. Search engines like to see content that is between 500-1000 words in length so make sure your content reflects these guidelines. Break up the text with headings and attractive imagery to please your readers.
How to keep your Christmas content evergreen
There’s no better time than Christmas to create and publish evergreen content. Share popular content, such as gift guides, how to’s and fun facts etc. There’s a lot of creative content you can cook up this Christmas to entice your readers.
Now you have an idea of the type of articles that work, here’s some popular evergreen content topics:
– Best Christmas Presents for Pets – Animals and the internet is a pretty strong combination of searchable content.
– Essential Guide to Social Media Marketing – this can be a broad topic for someone who is just starting out marketing their business on social media.
– Top 5 Christmas Dinner Recipe Ideas – coming up to Christmas, the keyword ‘Christmas dinner’ is searched 13,000 times. That provides endless opportunities for great evergreen content.
Of course, not all of these topics will be relevant to your business, so you need to be inventive when it comes to your content. Consider product reviews that are popular at that time of year. If a new product launches the following year, then link to the previous post and use it as a template for your updated review. Search for topics that haven’t already been covered multiple times online. Discover a fresh angle that makes your article unique – but still has a high search volume. This will make sure your content is valuable and still picked up by search engines.
Is Evergreen Content the only way to success?
It’s important to note that you can’t rely on evergreen content to populate your blog or news section. Google likes to see that you are constantly updating your website with fresh, engaging content that is relevant to your industry. If you continue to promote dated content, then you aren’t targeting new keywords and you aren’t moving up in the search engine rankings. The best way to progress is to create a strategy filled with a mixture of topical and evergreen content.
Track Evergreen Content regularly
To monitor the progress of your evergreen content overtime you should be using tools such as Ahrefs and Google Analytics. This allows you to drill into all published content to see how popular your content is measuring the number of clicks, time of page and bounce rate. Trends in evergreen content can be spotted to ensure you are only sharing the best, most relevant content.
If you are interested in learning more about how evergreen content can help form your content strategy, then please do contact our content marketing experts or call 01226 720 755.