"Evergreen" content, as the term would suggest, is made up of topics that will be relevant for years to come. Your website should have content that readers both now and in the future will find valuable. So, it's a good idea to have both hot topic posts and evergreen content in your content marketing plan. But. the latter is far more important in not only establishing a longer-lasting impact in optimizing for the search engines, but for marketing and thought leadership purposes, too.
We deliver the news…
Anyone pretty much can go out and write a post about something on a news website. There's nothing wrong with having up-to-the-minute updates on particular topics on your website. The only trouble is those posts can become irrelevant very quickly. But, if you're looking for the most traffic in the shortest amount of time, it's true that news posts can be extremely good at doing this.
However, there is one major issue with that content strategy. Hot topics usually are written about by many online writers. It's very likely you'll write seven news posts in a week, yet only two of them get substantial views. This could be because your article was lost in the noise or buried by those who got to the news story first.
Of course, there are ways to make sure that news posts don't get lost in the shuffle. If you happen to be the first, or among the first few, to cover a given developing story, your post may gain traction on social media and even in search. If you're the only one really talking about a recent development in your niche or industry, that's also a good step towards becoming an authority on that subject.
Before you write anything, make sure that you may get seen on the front page of Google or be the first among those to tweet or social share any particular topic. If you’re not the first to cover something, don’t have a unique twist on it, or don’t get the word out to enough people, you’re most likely going to be writing to crickets.
Yes, it can be easy to write news posts. Depending on your industry, it can be very quickly rewarding from a traffic standpoint. However, the ranking benefits only hold if you can be consistent with major hits on these sorts of posts. To maintain SEO for the long-term, you must either be an amazing journalist on top whatever else that you do, or write a good solid amount of "evergreen" content to keep traffic coming to your website.
Of course, if you have a journalist on your payroll, that’s very nice to have. Of course, most people don’t have that. The “evergreen” content, on the other hand, will remain in search engine results for years to come. You want your website to be answering questions that people will always have.
Let your website be an “Evergreen Forest of Content!”
Good "evergreen" content is just that: content that will answer questions many months and years down the road. I'm sure you've seen plenty of examples of what make long-lasting relevant content that will trickle down traffic for years to come. Evergreen content is great for marketing because it means you always have certain content that you can "recycle" again and again. This is great when you don't necessarily have something new to talk about, but need something to post about.
Specifics aside, the general benefit that makes particular pieces of content “evergreen” is that it's something that someone can refer to multiple times and is highly shareable. Any content that develops inbound links over a period of time and consistently gets traffic interested in a very specific topic can fall into this category.
It's fine to have the big short-term traffic draws. Still, you need the evergreen content to keep people coming back again and again. Something big doesn’t happen every day in most industries; that’s simply a fact of life. You just have to know the questions that the people you want to visit you are most likely asking. Then, write to answering those as best as you can. It’s easier said than done, of course, but the long-term benefit is far greater than constantly trying to .
News posts may bring you a lot of traffic, and perhaps, return visitors on occasion if they feel you are a go-to source for news of that variety. However, content that brings more than simple instant gratification for news information is typically far more effective in bringing potential fans, clients or customers back for more of your fantastic content in the future.
News posts most likely won’t keep people on your site for long. But, if you become a long-term resource for people, you’ll gain a following for years to come.
If you need help writing evergreen content that's SEO friendly for your content marketing strategy, check out what the Brand Shamans can do for you!