Marketing Tips

Six Keys to Writing Quality Evergreen Content

By September 10, 2017 One Comment

Evergreen content is the holy grail of marketing copy. When something is referred to as being “evergreen,” it means that the information conveyed will always feel modern and relevant. You don’t want to invest time and money in producing new content only to have it become outdated a few weeks or months later.

The obvious reason for wanting to keep your content evergreen is to prevent your site from looking like you never update it. You want to build each page of your website in a way that limits the need to edit it frequently. As your line of products or services expands, you won’t have time to routinely revisit all of the listing pages to make sure the content hasn’t gone stale. This is harder than you might expect; it is incredibly difficult to make a product seem new and exciting without tying it too closely to current trends. It makes customers think there aren’t any real people behind a company if the website is dated.

The other reason for creating evergreen content has to do with how online marketing works. The cornerstone of a good Internet marketing campaign is high-quality search engine optimized content. To optimize your website’s content for search engines, it needs to contain text that people use when they utilize search engines. That is the best way to make potential new customers aware of your business. Here are some key ways to create evergreen content that boosts your business.

Do Your Research

Since your content has to be substantial enough to make room for your search keywords, you have to have something real to say. The more knowledgeable you seem about your niche, the more your customers will trust the quality of your products. Make sure you’re saying something new that sets yourself apart from your competitors. You want to come across like experts in your field, and you can do that by producing detailed and informative content.

Hire Real Writers

Writing content that convinces people to spend money is something of an art form. Modern consumers are savvy, especially the web-surfing ones that you are targeting with your search engine optimized, or SEO, campaign. They can tell when a company has quickly thrown a website together, and they don’t want to buy products from a business that is cynical in its marketing approach. Though your website is a portal for sales, it is also the first contact that many people will have with your company. Don’t skimp on the written parts of your website just because they don’t lead directly to profits. It is worth paying skilled writers to craft your company information and product listing pages if it means people will trust and support your business. Good writing has a long shelf life. You will not need to revisit and revise good writing later on.

Think Like a Shopper

This part seems obvious, but businesses often lose sight of what it’s like to be on the other side of advertising. Customers do not cut businesses slack for having weak or poorly conceived marketing. There is no reason for a consumer to give money to a business merely for attempting to advertise. Think about what it was like to shop before you started selling. What made you choose one product over another similar one? Which business practices and values made you trust and respect a brand? How would you want a brand to speak to you? Once you have addressed these concerns, you have a better chance of connecting with your customers. On a practical level, thinking like a shopper will help you come up with keywords they might use to find your business.

Build Brand Loyalty

Getting people to buy something from you one time is relatively easy in a business sense. The true test of your advertising’s quality is whether or not people are inclined to make subsequent purchases. If you are moved to include trend-based content in your overall marketing plan, take it to social media. That is where you can connect with your target consumers on a more casual, personal level. Social media interactions are a crucial component of making people view your brand as part of their overall lifestyles, and keeping the fun stuff on your Facebook account allows you to sustain the evergreen quality of your website content. If your brand is in an industry that changes frequently, consider adding a blog to your site and updating it weekly with high-quality articles. Keeping to a weekly blogging schedule has the added benefit of encouraging people to visit your site frequently.

Adjust Your Business Model

Your website cannot be evergreen if your products or services change drastically every season. This would illustrate a problem with your overall business model since people cannot trust an inconsistent business. If you have trouble promoting your brand, it stands to reason that your brand might be inherently difficult to promote. It does not mean that your basic concept is flawed. It just means that it has room to grow. This is part of building a brand new business. You will know you are primed for success when you have something to sell that lends itself to consistent long-term promotion.

Prepare for Editing

Just because your content is evergreen does not mean that it will never have to be tweaked. Content is a carrier for popular search engine terms, and keywords rotate out of prominence all the time. Your evergreen content should be written in a way that makes it easy to swap in new keywords. Google algorithms favor websites that register as being frequently updated, so changing out your keywords should be something you do every one or two months.

The best evergreen content serves its dual purposes equally well. It should effectively inform new and old customers about your business’ history, products, and general mission statement. It also needs to be an effective vehicle for the search keywords that people use when they are looking for something specific. Good content is what separates struggling upstarts to real contenders.

Brennen Bliss

Author Brennen Bliss

Follow Brennen Bliss on Twitter @brennenlb

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