Content is at the center of everything online. But how about creating content that brings passive income of links, shares, and rankings? Yes, we are talking about evergreen content that every marketer aspires to create.
But here’s the thing: If you want to sit back, relax, and watch your content bring results over a long period, you’ve got to put in the effort first. I’m talking about grinding on research, planning, and writing so that your content compounds in value.
Here’s the ultimate guide to evergreen content. Read everything in it so that you know the tips and tricks to create mega content.
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What is Evergreen Content?
Did you ever come across a content piece that’s highly informative, instantly actionable, or extremely relatable? That’s evergreen content. This type of content has the ability to stay relevant even after a long time of its creation.
On the flip side, most content can’t stand the test of time. If a content piece gains some attention and goes down quickly, we won’t call it evergreen.
Evergreen topics are not like reactive content that is led by changing news, trends, and seasons. Instead, it will always give a lot to its readers. As a result, they will share, rank, and reference it over time.
How Do You Measure Evergreen Content?
As I said in the previous section, this type of content needs to be widely loved and consistently distributed. When people consistently share some content, the social media algorithms rate is relevant – which leads to more discoveries.
The more links you get, the more people will stumble across your post long after its publish date. And if your old posts still get found, Google will love your content. So to sum it up, measure links, shares, and rankings of your content.
You can also call them the major KPIs of evergreen content:
However, you should also pay attention to the following KPIs:
- Dwell time
- Bounce rate
- Goal conversions
- Evergreen Score
This content type was inspired by Brian Dean’s Skyscraper Technique and Rand Fishkin’s 10X content theory. It is made through extensive work, which we will talk about shortly. But first, let’s talk about:
How Do You Come Up With Ideas for Evergreen Content?
Discover the Best Evergreen Content Types and Topics
For that, you can look at different websites. Try to analyze what topics cover the most content. Do they have the ability to stay relevant after two years? Or even after that? Then, create a piece of content around that.
You can also use some SEO tools like Ubersuggest to come up with ideas for content. But in the end, it would be your intuition that would tell a normal topic from an evergreen topic.
Analyze Search Data
If the user is not trying to find fresh content like news or product reviews, Google will show content that matches that user’s intent. That’s why older posts related to big topics like how to make cappuccino get high rankings.
Google knows that the content piece from a particular website answers the question perfectly. So it keeps giving it rankings long after it’s been posted.
Here are some ways to analyze search data:
- Research keyword volume data using an SEO tool.
- Look at search trends to confirm whether it has sustained search interest year-on-year.
- Get ideas from your competitors’ evergreen traffic.
- Pay attention to SERP intent volatility.
Analyze Social and Content Trends
So social is all about hot topics, right? Well, if you monitor social shares at an aggregate level over time, you’ll know which topics stay trendy for a long time.
Analyze Content by its Evergreen Score
Use the BuzzSumo Evergreen Score to find evergreen topics and to look at the evergreen potential of content. Search for evergreen content by topic or competitor domain.
How Do You Create Evergreen Content?
That’s the million-dollar question. How do you create content that’s highly informative, instantly actionable, or extremely relatable? Well, it’s simple (but hard)! Here’s how you can do it:
Involve Influencers and Contacts
If you involve other people in your evergreen content, you’ll have more chance of being shared and linked to long after it’s published. That’s because instead of one brand name, you’ll have several.
On the other hand, you can just ask for others’ opinions and work this feedback into your content.
Think About How to Organize Your Evergreen Content
This will make both search engines and readers happy. Your content will become engaging and evergreen this way.
Also, figure out if you’ve written about your evergreen topic before. This will avoid many issues. Then, make the decision about whether you want to update the existing content or create newer, more relevant content from scratch.
Seriously, now is the time to get to work. Research your topic thoroughly. Include expert advice. Make great visuals.
Work on it like it’s the last article you are going to write. And finally, ask yourself: Is this the best piece of content on the topic? If the answer is no, work on it again.
Finally, work on its distribution. You’ll want to share it on all your channels. And after doing that, keep track of the links and shares.
This will ensure that you can come back to the content and make the necessary changes again.
Did you ever create evergreen content? How well did it perform? Let me know in the comments below!