Creating Evergreen Content That Continues to Serve You
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Evergreen content is content that lives on long after you’ve published it. Think YouTube videos, blog posts, or even podcast episodes. If you’re using search engine optimization to target in-demand keywords, your piece of content will likely remain fresh in the eyes of users.
By having this type of content out there, you’re able to attract potential clients or customers – pretty much on repeat.
This type of content is therefore “evergreen” and remains relevant for a long time. If you plan your pieces of evergreen content in a way that serves your business and your dream clients, you’re able to grow your authority in your niche too.
How to select evergreen topics
Due to the everlasting nature of evergreen content, picking topics differs to that of seasonal or trending content.
Coming up with evergreen topics involves a little more research and strategy to make sure that it’s a long lasting piece of content that will continue to drive traffic to your business – and therefore increase your visibility online.
A good place to start is by mapping out your content pillars, how your offers fit into them, and what it is that you want to achieve with your content.
Content pillars, or content buckets, are the few core topics that you regularly cover in your content and messaging. These could relate to your brand values, your expertise, your niche or industry. For example, if you’re a business coach, one of your content pillars may be all about money mindset.
By doing some keyword or market research around your content pillars using tools like Answer the Public or Google Trends, you can start to find pressing questions and concerns that are on your dream client’s mind. Those findings offer a great starting point for creating your own evergreen content.
Think about what you want to achieve with this evergreen content. Do you want to get sign ups to your newsletter? Sell digital products? Book a call?
From there you can start to relate these content ideas and intentions to your offers and how you can create valuable content that drives interest and awareness.
So remember: content pillars guide your topic selection, which you’ll gather through uncovering your ideal client’s pain points, seeing how your offers can be positioned as the solution to these pain points, and offering an evergreen call to action that gives your potential new client a way to work with you further.
Picking your evergreen platform
A common mistake that many make when starting to create content is trying to be everywhere all at once. That – more than often – leads to content burnout and neglecting certain platforms or content types quite early on.
We’re always told to pick 1-2 social media platforms to focus on and master before expanding, and that’s true for evergreen content too.
If you’re a writer, then a blog may be better suited to you. If you love to talk – a podcast. And if you’re not camera shy, perhaps YouTube is for you.
The type of content you choose to make, as well as the platform, needs to feel comfortable to you. If it doesn’t, you’re more than likely not going to be able to remain consistent with it.
Once you’ve chosen your evergreen content platform – be it your blog or YouTube – you can start to learn more about how to best optimize your evergreen content so that it remains relevant to potential clients or customers.
A few things to keep in mind:
- Do your keyword research using tools like Keywords Everywhere, Google Keyword Planner, and even sites like Pinterest or YouTube itself.
- Once you’ve got your list of keywords (top tip: keep a spreadsheet of your main keywords for future reference), you can start to see where you can include them.
- Depending on the platform you choose, see how you can incorporate these keywords, for example in the title, subheadings, body copy, meta descriptions, etc.
Don’t forget: you need to write for humans first. It’s obviously great to have an optimized piece of evergreen content, but it still needs to be pleasant and enjoyable for your audience to consume.
The fun part: Creating your evergreen content
Creating your evergreen piece of content is where you can start to get creative. You’ve selected in demand topics, done your keyword research, and now you’re ready to write or hit record.
It can be helpful to outline a structure to follow each time you create a piece of evergreen content. Having this “formula” of sorts means that you’re eliminating some of the planning time each time you sit to create (or even batch create) your evergreen content. For example:
- Introduction with an attention-grabbing hook
- 2-4 paragraphs or key points that you can elaborate on to offer value and address your audiences’ pain points
- A conclusion with a clear call to action that offers next steps for your audience to follow
When writing a blog post, I often create a table structure that helps me visualize the flow that my blog post will take.
By mapping it out in this way, I can make sure that my blog post follows a clear and logical flow that’s easy and enjoyable to read. The same could be applied to video or audio content if you don’t want to be too scripted.
Since it’s evergreen content, there is the opportunity to create it with content repurposing in mind. If you’re writing a blog post, how can you structure it so that you can easily extract pieces of value to share on other platforms? If you’re filming a video or recording a podcast episode, what bites of wisdom can you extract for shorter videos or audiograms to share across your social media platforms?
You can even look at more long-term opportunities. If you’re writing a series of blog posts, perhaps you can turn that into a book in a few months time. The same goes for video content – why not turn a series of videos into an online course?
Evergreen content can live on through SEO, yes, but it can also live on in a variety of formats to add extra value to your audience.
Putting it all together
As you may be able to see, although there is a lot of planning that goes into evergreen content creation, it can continue to serve you in a number of ways. From SEO to digital product creation, you can really get creative with the structure your evergreen content takes.
It’s a good idea to keep a content bank to have an easy to access reference library for your evergreen content. For example, keeping a record of the title of your content, the link to it, and maybe a one-sentence summary so that you know what it’s about, in a Google sheet. This way, you can keep track of the content you create and have a master list of all the links so you don’t need to go searching for them each time.
You can even have a column for potential repurposing ideas, that way when you’re feeling stuck with what content to create, you can pull from your content library in a pinch. This library can also help you to structure the flow or order of your evergreen content.
How can you link between each of your pieces of content to encourage your audience to keep engaging with your content?
Make the most of this authority-building content by using it for years to come. Your audience wants to learn from you, so don’t be shy to share your high-quality evergreen content more than once!
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Hi, I’m Sandy Norman. I help entrepreneurs make an impact and grow their creative businesses by creating time-saving + authentic content strategies using repeatable systems that attract their dream clients and build magnetic authority online. Visit me at sandynormanconcepts.com