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Evergreen content is the secret weapon of highly successful digital marketing in Switzerland. You can use it to drive more prospects to your marketing funnel or position your business as an industry leader.
But what content is “evergreen” and what strategies can you use to keep it fresh?
What Is Evergreen Content?
Evergreen content uses search-optimized text, images, video & audio to generate traffic over long periods of time.
You might think that all content is ‘evergreen’ but that’s not the case.
By staying relevant after publication, it keeps generating organic search traffic over time. This means that you’ll keep generating traffic at no additional cost and with no extra effort.
Why Is Evergreen Content So Powerful?
To understand what makes evergreen content so powerful you need to understand a little bit about Search Engine Optimization (SEO).
Search engines use software robots, called ‘spiders’, to constantly search millions of existing web pages to find keywords that best match a user’s search query.
Part of the programming that indexes these web pages takes note of dated or expired content that has not recently had any significant traffic.
Based on this search engines will always show users the most recent and up to date information they can find. It is assumed that this is more relevant to the user than outdated content.
And this is where valuable, enduring content shines…
Since it has no expiration date, it’s keywords keep getting search and it keeps getting traffic –search engines are more likely to pull up a piece of evergreen content in response to a user’s search query.
What Makes Content Evergreen?
There’s much debate about what makes content valuable & enduring. Every digital marketing expert has their own take on it, but a few of the factors we agree on are:
- Answering people’s Frequently Asked Questions (FAQs) about your niche, product or service is evergreen.
- Providing industry insights and practical advice (e.g. “how-to’s”) is evergreen.
- Explaining common industry terms, jargon and concepts is evergreen.
- Featuring valuable, balanced product and service reviews is evergreen (as long as you keep them updated).
With all of the above, it helps to understand your audience. Always keep your marketing personas in mind when creating any form of content.
By creating valuable, timeless content that is search engine friendly your business can generate evergreen content.
This content is more likely to rank higher in search engines, and therefore generate more traffic and views that content that has passed its ‘sell-by’ date. It’s the secret weapon in the arsenal of successful digital marketers.
What is your experience with evergreen content? Have you ever used it? Was it helpful? Did it generate the kind of traffic you were looking for?
We’d love to hear what’s worked for you in the past or what you will try in future, in the comments below.