How to leverage the power of evergreen content in your digital strategy

In a lot of ways, digital marketing is like playing poker. As a small business owner, constantly honing your skills will help you level the playing field against bigger companies with bigger ad budgets. But luck and skill go hand in hand. If you’re lucky enough to get dealt those magic pocket aces, which might win you the game, you’ll need to know how to play them. 

The content marketing game is crowded and often poorly executed, which creates confusion in the marketplace. Creating effective marketing content that drives traffic and converts is the winning strategy that will set you apart. It has the power to drive three times as much traffic to your website as outbound marketing — and it costs less to produce.

Upping the game with evergreen content sets you on a whole new playing field. If you have the resources and skills to create content, consider this your pocket aces.

What is evergreen content?

In the simplest terms, evergreen content is search-optimized content on your site that stays fresh year over year. It’s not trending news or tied to a time-sensitive event. Instead, it’s longer content pieces with the power to deliver quality information to customers over a much longer period of time. 

But why is evergreen content so powerful? Done strategically, evergreen content has the power to enhance loyalty, drive traffic and increase on-site conversions. But it can do a whole lot more, too.

  • Improve SEO rankings. Because of the high quality of evergreen content, it often generates more back links, which grow in strength over time.
  • Generate more leads. Because your evergreen content may receive more traffic than the rest of your site, optimizing it for conversion is an added bonus.
  • Increase brand awareness. Less tangible than the first two points but an undeniable benefit that matures over time. 

Different types of evergreen content to consider creating

Evergreen content can take a variety of forms, which can make your business blog an exciting and vibrant hub for customers. If you’re considering how evergreen content can help drive your business goals, consider testing these types of evergreen content on your blog.

  1. Ultimate guides. Possibly the most powerful form of evergreen content, an ultimate guide introduces a topic and serves as a mini-manual, much like this post on the ultimate guide to what’s in your mattress. It’s a longer form of content (more than 2,000 words) with multiple subheadings to help the reader navigate through a process or skim and pick up ideas as needed. 
  1. Curated content. One of the biggest challenges of content marketing is actually creating the content — but who says you have to write everything yourself? Curating content from around the internet and putting it all together in one post (with a lead and conclusion you write yourself) can be extremely effective. But you can’t just pull a bunch of links together and call it curated content. 
  • Organize the flow of the content so it makes sense to a reader searching for information.
  • Take snippets from each original piece to help explain why the content is important.
  • Link to the original source so your readers know where to go for more information.
  • Check back on this content periodically to ensure links aren’t broken.
  1. Checklist content. The beauty of this type of content is its ease of creation and its ultimate usability to your reader. It can be a standalone piece that guides a consumer through a set-up process (like how to assemble a slatted platform bed, for example) or it can be part of a series linked to from a central page on your site. The goal is to condense confusing or complicated ideas into simple, easy-to-follow steps. 
  1. Case study content. Interior designers and wedding photographers use this type of content (in the form of images and videos) to showcase their work. It’s powerful and effective. To do this, you’ll need permission from your client but think of the success stories you can tell — and the testimonial base you’ll be building at the same time. To be effective case study content, your post should have the following:
  • Help your readers solve a similar problem, whether it’s a renovation issue or how to install a water feature in the garden.
  • Offer inside tips to help your readers see your journey from challenge to ultimate solution.
  • Showcase the final results, which will inspire your readers to try it themselves.
  1. Expert interview content. Interviewing someone else, picking their brain if you will, can be compelling content to share on your site. It will give your readers an expert perspective and help build your credibility as an authoritative voice. If, for example, you interview a furniture designer, you can approach it from one of two angles:
  • Historical perspective. Outline their career challenges from when they got their first break to what they’re doing currently and their dreams for the future. A mini biography.
  • Niche perspective. Dive into one specific topic and come at it from multiple angles so your readers can learn how they can tackle a similar challenge, but now with expert insights.
  1. Product reviews. Depending on how quickly your industry changes its product lineup, this can be an effective content strategy. Honest product reviews that outline both the perks and limitations of the products you sell help improve your trust and authority. Take time to read other professionally written reviews before tackling this though. Done right, it can be a powerful traffic driver and loyalty builder. Done incorrectly, it can become a liability. 

Julia Rosien

As a digital brand marketer, I’m passionate about technology and how it can help us do what we do – better. How we interact with technology – personally and professionally – is where the magic happens and it’s where smart marketers focus their energy. Experience and insights coupled with emerging digital tools leads to best in class brand marketing for today’s connected consumer. Connect with me on LinkedIn.

View all posts by Julia Rosien →

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