A great content strategy hinges on regular content updates—fresh new videos, blog posts, and social media entries that engage users while capitalizing on current trends. But if that’s all you’ve got fuelling your content strategy, you’re missing out on one of the key components of any digital marketing strategy—and that’s evergreen content.
We’ve written about the need for evergreen content before. Basically, this refers to the written, value-adding content that never goes out of style—timeless posts that can bolster your content strategy by offering endless revisitability. We’re talking about the in-depth tutorials, FAQs, and essays that you can refer your clients and readers to time and time again.
What Makes Evergreen Content Great
But how can you tell if you’ve got an instance of really great evergreen content on your hands? What does great evergreen content really look like?
Well, not all content is created equal, of course, but some of the essential traits of great evergreen content include:
Great evergreen content is timeless. This is really the defining trait of evergreen content, right? You can write it today and know that all of it will still more or less hold true in a year’s time; that even five years down the road you can direct readers to this resource and know that it will all hold up.
Great evergreen content adds value. The ultimate point of evergreen content is that you can use it to draw traffic and educate consumers for a long time to come. So, it needs to be interesting. It needs to add value. It needs to inform. It needs to provide a direct benefit to the people who read it. This is why so much of the best evergreen content comes in the form of how-tos, tutorials, and FAQ pages.
Great evergreen content is well-formatted. Again, what you’re going for is utility. You want your content to be useful to readers, which means structuring it in a way that’s easy to read, skim, and consult. Lists and step-by-step guides work well, as does long-form content that’s well-organized with subheadings and section titles.
Great evergreen content is usually long. Remember, you’re aiming for something resembling a treasure trove of information—and chances are, that’s going to be lengthier, not shorter.
Great evergreen content is understandable. If your content is full of technical terms and jargon, it’s probably not going to appeal to a broad reader base—and with evergreen content, breadth is usually key.
Evergreen content is critical for any content strategy—so how are your evergreen posts coming along? For help writing timeless and value-adding content, contact Grammar Chic at 803-831-7444 or www.grammarchic.net.
Amanda E. Clark founded Grammar Chic in 2008. She is a graduate of Eastern Michigan University and holds degrees in Journalism, Political Science, and English. She launched Grammar Chic after freelancing for several years while simultaneously leading marketing and advertising initiatives for several Fortune 500 companies.