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Why do I need evergreen content?

Why do I need evergreen content?
Here at Kolodo, we summarise what ‘evergreen’ content is and why you need to consider it for your marketing strategy.

So, what is evergreen content?

Evergreen content is simple quality content that is relevant today, tomorrow – it’s relevant every day. The content provides value to the audience, it is informative, advisory and authoritative. It should be central to your content marketing strategy and brings with it a host of benefits, which we will now cover below.

SEO Benefit

Evergreen content allows the writer to naturally insert keywords into piece, to help customers search for topics find the piece and engage with it easily.

It also can help lower your bounce rate and keep users on your site longer, especially if you link to other relevant pieces of content onsite.

Depending on the subject, it can also be a great link building exercise, allowing you to build up your backlink profile by outreaching to publishers and online media. Also using it as a source for other people who are writing around the topic or to provide additional information.

Long-term relevance

Before writing it. Always consider if it is going to be relevant for the foreseeable future. This is key for making this content a great tool for aiding your long-term SEO strategy.

Builds authority

Make sure your content addresses a need for the audience and adds value. As this will help increase your authority and ensure people, over time, recognise you as an industry thought leader.

Increased traffic

Evergreen content should be able to drive an initial burst of traffic through proactive promotion (social, paid etc), but with the difference being that then allow the content to take over and deliver consistent traffic over time.

Lead generation

It goes without saying that the more traffic, the higher your conversion rate. But perhaps more importantly, Google and the other search engines give priority to timeless pieces of content over short-lived articles. This means better rankings, which means more traffic to your site, and ultimately more leads for you.

And finally, 3 things to keep in mind

When creating evergreen content, there are a few things to keep in mind to ensure it generates the relevant results, and creates an impact on your content marketing strategy:

  • Refresh the content: What makes content evergreen is that it never goes out of date. Revisiting and refreshing your content is paramount if you want it to rank well within SERPs. It is good practice to have a read through every couple of months to ensure there is nothing new to add, or something that should be removed.
  • Share your content: Continuing to share your content long after its been published helps to increased engagement and ultimately, authority. Whilst evergreen content does work for itself, you will find that most success comes from giving it a boost on social media, and other marketing channels.
  • A/B testing: A/B testing your content by altering the title, subheadings and imagery can help to optimise the piece across your platforms, ultimately increasing engagement and potentially; conversion.

If you need help with your SEO, content marketing or indeed digital marketing as a whole, why not get in touch with our team by calling 0800 084 3086 or by emailing your query to today.


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