How to Create Effective Evergreen Content

Seven Strategies for Making Content That Sticks

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Credit:  JD Hancock, Creative Commons 

As of late 2013, there were two blogs being created every second. As if this weren't overwhelming enough, your precious piece of content competes with some 152 million blogs that are now swimming around the internet. While there is no doubt that viral content is this digital generation's claim to fame, the real test of a piece of content comes down to its ability to withstand the test of time and Google's dizzying deluge of updates.

Just in case you missed it, Google is now rewarding content of all forms that can be classified as evergreen -- hefty and healthy chunks of information that are valuable, insightful, and most importantly, helpful to consumers. So, as you dedicate your budget and time to getting your own version of the 15 minutes of viral-video fame, set aside ample time and effort in polishing your brand's sustainable content stream. Here's a quick checklist on how to create evergreen content.

1. Relevance means revenue. Make an assessment of your current and incoming blogs. Are they structured to make sense in terms of solving a certain problem or overcoming a challenge with the aid of your product or service? Do content creators consider how the blogs will fare a year or so from their conception? Will these blogs or tutorials help build a favorable positioning in the minds of consumers as they search online and even offline?

2. Timeless pieces of content are those that supply substantial and simple answers to the questions that riddle consumers. If consumers search for it, chances are they are in great need of the best answer that will come in its simplest term. This then opens you and your brand to evergreen content ideas that are found right in your website's frequently asked questions (FAQ) section. Instead of the generic, usually monosyllabic responses, you may look at the problems your current customers are riddled with. This way, you speak more directly and more concisely to a more receptive audience.

3. Exclude the experts. The most practical and tactical way to bring information is to write it and plan it without the experts in mind. After all, most of the readers are either beginners or enthusiasts who have yet to polish their skills. Free your blogs, online video tutorials and social media feeds from intimidating jargon in exchange for analogies and even Pinterest-worthy boards. Educate your customers in an entertaining and engaging manner.

4. Niche marketing is the holy grail of evergreen content. For those who are still searching for ways in which blogging can help your business, look at the spectrum of your existing and potential customers. Profile them in the most personable way possible. This means that your content may have slightly or highly different tones that are customized for each niche in your market. If you are serving a vast market of parents, seek what specific kinds of parents you want to touch base with. Are they bento-making moms or stay-at-home dads? The best part in this content marketing strategy? Getting to influencers in smaller niches is often easier and faster.

5. Forget the sprint -- run for the marathon. Virality is the online marketing strategy that dies as soon as another viral content piece shows up. Think of content creation with a marathon in mind. It obviously requires more time to complete, as compared to a sprint. Go for readability and sharability that will make your audience equipped and even empowered.

6. Be consistent. When you get the result you want, keep your readers coming back at a certain "timeslot." This entails consistently publishing, promoting and engaging them with your content. Repurpose high-yielding blogs to SlideShare presentations, YouTube videos, interactive infographics, or white papers.

7. Evergreen content must be part and parcel of your online blogging practice, but it must not stop there. The best pieces of content are those that are shared whenever the opportunity comes. They must also be updated from time to time, so as to keep the content fresh and pulsating. Evergreen embraces evolution. Evergreen makes use of simple, often overlooked innovation.

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