Fluctuation in ranking happens to all websites over time, and while some rankings fall off or increase, it is important to find content that continues to bring in quality traffic. 

One of the best ways to achieve effective content marketing and management is to create high-quality content that can be relevant for years to come which can easily be updated when necessary. This is called evergreen content. 

Here are the basics of an evergreen content strategy. 

Why is content marketing effective? 

Content marketing is important because it answers the questions your audience has while building trust in your content and brand. Not only does it provide these benefits, but it shows consistency within your brand while providing consumers with something they want or need to read. With so much content on the internet, it is imperative that all content is created with a strategy in mind. 

Not only this, but over time a positive brand reputation can help to improve lead generation! The better the content and strategies, the better it can rank in Google, and that helps everything.

What is evergreen content?

Evergreen content strategy

Evergreen content can be long or short-form content that doesn’t go out of style. Even months from now, this content will still be relevant, and despite seasonal trends and breaking news in the industry, this content will still be able to be searched and be relevant. 

What classifies as evergreen content material? Nothing that has “X trends for 2021” or “Website development in 2022.” This is because once 2021 is over, this content is relevant, but might seem outdated. At the beginning of the year, the 2022 content will be relevant, but the same thing could happen as we near 2023. 

This means that the content needs to be about broader topics in the industry.

Here are some examples and ways to come up with evergreen content that will rank time and time again. 

Source

Content that is just being published to get content out on the website is not going to be the best idea an evergreen content strategy. Think about the most relevant questions,  blog topics, and fundamentals that stick no matter how an industry evolves. 

• “What is SEO?”

• “What is digital marketing?” 

• “What are backlinks?

• “What is content marketing?”

From there, the ideas can start to funnel into fundamentals 

• “10 ways to do content marketing”

• “Content marketing strategies”

• “How to create content for blogs”

These blog ideas and content can be shared on social media, updated with images and new links, and used in a number of introductory meetings and slideshows! 

Is this an ever growing topic? 

How do you know if it is a trending topic that will continue to grow? A great place to start is with Google Trends. This is a free marketing tool that shows the latest search trends over time and geographical areas. 

Would this qualify as evergreen content or would it be a short-term trend? Let’s ask Google Trends. Go to trends.google.com and type in the topic. For the sake of this article, our team used evergreen content. 

From 2004 to 2021, this topic has continued to grow. This shows that evergreen content is considered a long-term trending topic. 

Not only does this help with developing the best evergreen content, it can also provide insight on keywords and consumer behaviors. 

While all evergreen content is ideally written and distributed to be a piece of content that brings in qualified traffic for years to come, it does need to be quality content as well. Quality evergreen content will contain, but is not limited to, properly answering search intentions, backlinking strategies, the best keywords and readability. 

Content marketing can be one of the most cost-effective strategies in the digital marketing realm because it can help to build organic traffic over time that helps to bring more brand awareness through direct interaction with content.

Remember, regardless of the season or year, this content will be relevant. At the end of the day, evergreen content is a strategic plan that pays for itself with SEO ranking and website traffic! 

Call Denver Media Group for help with content marketing and evergreen content.