Evergreen Content Optimized and quality content improves the visibility and reputation of a site. Among these contents, some make the buzz. They are consulted and shared, but this popularity is fleeting. There is also so-called timeless content called #EvergreenContent.
Evergreen Content takes its name from the evergreen trees (which stay green all year round). What is Evergreen content? What are its characteristics and strengths? Here's everything you need to know about this non-perishable content.
What is Evergreen Content?
Betting on Evergreen Content means choosing to produce timeless articles in order to improve the visibility of a site or a blog in the long term. These contents must be:
- interesting ,
- informative.
They are the opposite of promotional or seasonal content .
Integrating Evergreen content is an essential step in a content strategy. More than promotional content, this non-perishable content generates leads and improves the conversion rate. They can be for informational purposes (articles) and even represent an added value (ebook or white paper to download).
How does Evergreen content stand out?
Evergreen content (or perennial content) is recognizable by its educational side. You will not find terms referring to a period or an event such as "holidays", "promotions", "mother's day",.
This type of content is shared over time, which is why it is well referenced by search engines. Good Evergreen content is also, and above all, easy-to-understand content. It must provide the reader with an answer .
4 examples of Evergreen content
1. Frequently Asked Questions or FAQs is a good example of Evergreen content
Answering the questions of your audience is one of your major tasks. If your industry holds no secrets for you, it may not be the case for your readership. It is therefore essential to answer all questions, even the simplest, in order to convince your future customers.
Answering Internet users' questions is not limited to your activity, and the products and services marketed. It is also necessary to deal with the ancillary issues.
For example, if you are marketing air purifiers, you need to address indoor pollution and its health risks. It is also possible to talk about the chemical agents emitted by printers and cleaning products. The goal is to bring a qualified audience to your site by providing a targeted response .
2. Who are we?
The “About Us” page is a perfect example of Evergreen Content, as it does not need to be updated regularly. There are many possibilities for this page such as the presentation of:
- the team,
- the production site (s),
- desks,
- or the technologies used,
- and also tell the story of the company.
For this step, think about storytelling, which is very popular with readers.
These contents are of great importance in the eyes of future customers. They put a face behind products, services or a brand. The "Who are we" section humanizes your activity . It also offers the opportunity to share the culture and values of the company and to talk about the actions carried out with your readers.
3. Another example of sustainable content: white papers and e-books
Providing complete content in a downloadable version is an added value. Depending on your activity, you can offer:
- buying guides,
- comparisons,
- and complete files,
- or tutorials.
This content must correspond to the expectations of your prospects and customers. To do this, create personas! Paint a portrait of the typical customer by assigning him characteristics similar to those of your audience. To reach a large panel of consumers, it is recommended to create Evergreen Content for novices and for confirmed.
Work well on the titles of these files! They must be impactful and make you want to read the content.
If you offer personal hygiene products for young children: create an ebook on "10 activities to try at bath time".
If you work in food: suggest "10 fruits and vegetables to eat in the spring" or "Understanding the dangers of salt". This type of content is very popular and, above all, besides being evergreen, it is relayed on social networks.
Good to know :
To better understand the needs of your audience, set up a compact form to provide access to download white papers and ebooks. Thus, you collect data you can then use.
4. The glossary
Depending on the activity of your company, it may be necessary to create a glossary. This allows you to use the vocabulary used in your content, to create an internal network and once again to answer questions from your audience.
Even if it is Evergreen, the glossary develops and is enriched. It is a major asset for SEO!
Mistakes to avoid with Evergreen Content
The benefits of Evergreen content are undeniable. However, these timeless articles should not be the only content on your site or blog. They must be supplemented by seasonal content and therefore more ephemeral. A site or a blog must be alive to be well referenced.
Regularly, reread perennial content to update and update it. If you've built-in internal and external links, make sure they still work. If not, the SEO is altered.
The tone of evergreen content should be the same as for other content that enriches your site. Even their presence is inscribed in time: do not bet on a tone that is too neutral or even distant. Your personality and company culture should be reflected in all posts .
What to remember from sustainable content
Evergreen Content is an asset as long as you write it well and maintain it a minimum . It is important to work the right balance between ephemeral content and permanent content.
Regularly, communicate on one of your Evergreen content to revive the interest of your audience and even attract a new one.
