If you write online, you claim at least two goals: attracting new visitors and retaining existing ones. The challenge lies in how to accomplish those aims. You could write all the trendy articles and gain new followers every day. Then again, you could author hard-hitting, educational pieces to keep current readers engaged.
You truthfully need both types of content, but the latter often delivers more long-term rewards. It stands the test of time — the benchmark of evergreen content — the same as a conifer does. An evergreen conifer never loses its needles in any season, instead remaining green and pungent. An evergreen article catches the eyes of both new and return visitors. To create evergreen content, consider these eleven options.
1. Write an in-depth examination of a specific subject. People adore the strangest things, from power tools to purses. NPR offers a delightful example with its quest to discover the “remarkable history of the humble pencil.”
2. Craft a definitive guide for your industry. Definitive guides will test your writing endurance because they require you to cover the ins and outs of your industry, from basic questions like “What is copywriting?” to information about pricing and contracts.
However, don’t let the size of the task overwhelm you. These content pieces naturally employ searchable keywords and provide readers with information they want. LawnStarter demonstrates the point with its six-chapter guide to lawn care.
3. Use data to demonstrate a point. Be careful with data — you don’t want to write a piece that loses relevancy at the end of 2017. You want content that either stands as is for years to come or features research that can be easily updated. This report on CableTV.com, for instance, uses historical data and Google trends to create an informative piece about favorite NFL players.
4. Author some case studies. If you write for a living, you want to showcase results. Case studies fulfill the aim, allowing you to combine personal experience with real-world impact. Neil Patel furnishes a “meta” example; his case study concerns case studies.
5. Update your About page. Not everyone enjoys writing an About page, but you should give yours some tender, loving care. An About page presents a historical document of who you are and what you can do, a sort of miniature case study. And, it can be easily updated to reflect your personality and skills, making it an ideal piece of evergreen content. As an example, gummisig presents a beautiful About page, complete with strong calls to action at the end.
6. Write a how-to guide. People appreciate educational materials, especially ones that speak to their needs. Depending on your field, you could create a how-to guide about hair care for the summer or wardrobe basics for the college graduate. Sumo, an app that helps improve website performance, presents a stellar guide to influencer marketing.
7. Cover the best examples and the worst mistakes. “Best of” posts work great, but don’t discount the allure of mistakes. People constantly seek best practices, tips and tricks for their professional and personal lives, so “best of” and “worst of” articles are beautifully evergreen.
Plus, you can always go back and update the content when you have something new to add. Emily Hunt makes the case for the “worst of” with her case study “18 Tips to Destroy Your Own Webinar.”
8. Assemble a glossary of terms. If you specialize in a highly technical industry, you likely possess unique terms and acronyms. Explain them in a glossary. People will use the resource often and appreciate the time and care spent on it. TechRepublic’s “Mini-Glossary: Cloud Computing Terms You Should Know” stands as a great example of this concept in action.
9. Conduct interviews. Some interviews stand outside time. The trick lies in finding a unique angle and asking the right questions that won’t become irrelevant after a few months. Lifehacker regularly conducts interviews with interesting, relevant people in its “How I Work” series.
10. Long-form, specific. From a content strategy standpoint, long-form content is starting to out-perform shorter content, and will continue bringing readers back to your website over and over again. Want to know a secret, though? Make specific long-form content, and you’ll rank even better for those niche, specific keywords. For example, there are lots of articles about ‘best dog foods’, but this long-form article goes into depth specifically on the ‘best puppy foods for under $2’.
11. Share your expertise with tips and tricks. To become a thought leader or trusted resource, share your expertise. Franklin Barbecue, a widely acclaimed restaurant in Austin, Texas, increased its sales by sharing its trade secrets in the book Franklin Barbecue: A Meat-Smoking Manifesto.
12. Explore other types of content. Evergreen content relies on words, but words can find homes in other types of content, too. For example, infographics weld together words and visuals, while podcasts usually combine audio and print. The Tim Ferris Show, for instance, offers practical advice by interviewing people from every walk of life about their journeys “to the top.”
Turning your attention to evergreen content might mean missing out on some trendy topics. However, the eleven types of evergreen content listed above aren’t only impactful but also fun to create. The next step is deciding where to start your evergreen efforts.
Originally article published here