What makes Content Marketing such a fantastic methodology for increasing and predicting sales is its use in creating strategic content to attract, engage and convert curious people into buyers!
Since the basis of all sales on the Internet depends on the constant flow of new people arriving at your company’s website, or your product or service page, it is essential (and profitable) to create a perennial source of organic traffic that is:
- Independent of paid media;
- Absolutely relevant to your target audience;
- And it can put your brand at the top of search engine results like Google, so it can be found by the audience that matters — the ones that buy what your business offers!
One way to achieve these results, without spending your budget on generalized or desperate advertising campaigns, is by creating what is called evergreen content — a type of highly specialized and timeless publication for:
- Keep your company relevant within the market in which it operates;
- Answer your audience’s biggest questions, while winning them over from their first contact with your brand on the purchasing journey ;
- And ensure that organic traffic continues to bring in new potential customers by keeping your business at the top of Internet search results to generate continuous and almost infinite profit opportunities!
This text has everything you need to understand what evergreen content is and add the creation of evergreen publications to your Content Marketing strategy, to make your company self-sufficient (and much more profitable) over the next few months, making the most of your upcoming investments in SEO!
What is evergreen content?
When translated from English, “evergreen” can mean both “perennial” and “lifelong”, pointing to a type of material that remains relevant in search engines (and that becomes even more important for capturing and nurturing leads ) as time goes by!
This is why evergreen content needs to be constantly updated to remain:
- Competitive;
- Informative;
- And timeless for your audience!
Since this type of material must be kept active and fresh to drive organic traffic to your business for years to come, it also plays a crucial role in building your website’s authority on the Internet.
The more authority your company, product or service website has, the more it will appear to the audience that matters, and when they need it most:
- To understand a challenge you face or a need you have;
- Compare possible solutions to overcome or fulfill this need;
- And don’t have any doubts when choosing your company to facilitate this achievement (paying the ideal price for your offers, whatever that value may be)!
Just like a black hole in space, causing such a strong force of attraction that not even light can escape its orbit, evergreen content gains more reach — and becomes irresistible to search engine algorithms — the longer it lasts!
Since producing evergreen content only requires an initial investment to develop your Internet sales strategy, create the material, and then update it periodically to keep it relevant and informative, the gains generated from this strategy are exponential :
- Within a few months, lifetime publications pay for themselves;
- And they can bring in rivers of traffic (and money) decades after they were first published!
Even better news is that creating evergreen content requires a lot of attention and commitment, but it’s not rocket science — and below, you’ll find a series of easy examples for you to plan for your business website or blog to demystify this technique and sell a lot more!
Examples of evergreen content
The anatomy of evergreen content involves everything that:
- List and resolve your audience’s biggest doubts on their purchasing journey (something that starts long before this audience even considers the possibility of deciding to purchase a solution from your company);
- Educates and provides deep insights into the situation your leads face, aiming to take them from defeat to victory in a narrative focused on Customer Success , and the “hero’s journey”;
- And it stands out for the presentation of factual data and the durability of this information as time goes by, making this type of material a reference that your audience will consult several times throughout their journey!
This is why evergreen content often takes the form of:
- Complete materials and generally longer than normal publications;
- Lists of practical tips with impactful results through which your audience can quickly change the scenario in which they find themselves in relation to a problem or desire;
- And the FAQs, from the English “Frequently Asked Questions”, which are the answers to the most frequently asked questions by your business’s audience!
In addition to bringing free and endless traffic of potential customers to your company, evergreen content is also capable of presenting and engaging your brand with your leads by educating them on the most common questions — saving valuable time for both your audience and your sales team, thus increasing the effectiveness of all your other Digital Marketing actions!
But choosing the right topic is just the first step! The next step is to analyze and choose the best keywords to ensure that your publications are found on the Internet, and to create a content structure that will stand the test of time.
I will explain how to do this in the paragraphs below!
How to ensure that content is evergreen?
The characteristics that differentiate common material from evergreen content begin with the choice of the theme to be produced: the more relevant and timeless it is, the greater the chances of it becoming a source of free and lifelong traffic for your company’s website!
That’s why, in addition to choosing and applying the most strategic keywords within a given topic to ensure SEO that wins over the public and search engine algorithms, it is also essential to:
- Use specific dates that provide a reference to the publication’s plot and updates to this content (but are not limited by them);
- Replace the use of specific time adverbs with contextualizations within the material, exchanging the use of “today” and “tomorrow” for phrases such as “In the year 2024, such things happened” or “the expected growth for the next decades from 2022 is so many percent”, for example;
- Have consistency in your publishing schedule, so your audience knows what (and when) to expect from your brand;
- And update the content periodically (whether every 6 months, or whenever new information appears to make the material even more complete and ensure its position at the top of the results of searches carried out on the Internet)!
How to create evergreen content?
Now that you know that evergreen content works in the same way that compound interest exponentially multiplies the amounts invested over time in a financial action.
Despite having a huge impact on a successful strategy, publishing this type of material is very simple!
Keep in mind that, just like any other content, the lasting material depends on how you conduct the writing (or the script, in the case of audiovisual production), so all your power of reach, approach and conversion will depend on your ability to manipulate words to express exactly what your audience expects and needs!
That’s why, after choosing a relevant topic to be produced, you will also need to:
- Ensure that the chosen subject is valuable enough to capture the segment of your target audience that matters most to ensure the success of your Digital Marketing actions;
- Research the best keywords to create your content;
- And, most importantly, focus on CTAs (which is what calls to action are known as, coming from the English “call to action”) that directly ask the public to do something — access, click, download, sign up, and things like that!
Tips for evergreen content on your blog!
Since the function of evergreen content is to funnel unstoppable and highly qualified traffic into your company, it means that this type of publication is the foundation of any digital platform that depends on the constant flow of people to sustain itself and sell — especially for a blog!
Below I have listed some of the most important lessons I have learned in my more than 16 years at the helm of Orgânica as CEO, always with the intention of dominating the top of Google searches on behalf of the agency itself, as well as on behalf of the dozens of clients that my team and I have helped transform into Internet phenomena!
Select topics
Before selecting the topics to be used in the production of your evergreen content, it is essential that you know the interests of your audience (and the relevance of these topics for your market niche)!
This step is important because content can be divided into two types:
- Timeless, which gains traction over time (being able to take advantage of trends in the popularization of a subject before it even reaches the masses in the coming months or years);
- And relevant, despite also being timeless, it is created with the intention of resolving an important doubt of your audience or extracting a slightly more immediate result.
Research keywords and choose approaches
Knowing what topic to cover and what type of evergreen material to create from it, you can begin one of the most important phases of your Content Marketing: selecting the best keywords for SEO!
Once you have a list of terms with potential for good reach, you will need to choose one keyword as the main focus of your content — with one or two other words as secondary ones.
Next, in addition to finding out what the search volume is for the words you identify, it will also be essential to understand how these keywords reflect your persona’s search intent (which is what result they expect when searching for an answer on the Internet).
Search intent reveals the best narrative, channel, and most effective approach to make each post your company posts most impactful to the audience it was intended for — driving people to take action toward your business’s financial goals!
Knowing what your future leads’ search intent is will also help you choose the best type of evergreen content to create: whether it’s a giant article, a more dynamic list, an illustrated guide, and so on!
Think about On Page SEO and Off Page SEO
With a main keyword and up to two secondary keywords — in addition to having chosen the type of content to be created and the best type of approach to reach the audience that consumes it —, you will need to pay attention to search engine optimization in two parts:
- Firstly, through On Page SEO, which concerns the entire internal structure (titles, meta descriptions, summaries and tags) that helps the content to be found and positioned in the first results of Internet searches;
- And then by Off Page SEO , which is built from how the quality of your content makes it referenced by other websites in what are called backlinks (links from other creators, platforms and businesses, to your company’s website or blog).
These two SEO steps ensure that your content will truly be evergreen, as they guarantee the relevance of your creations not only in terms of quality for your users, but also by satisfying the greatest number of quality guidelines of the algorithms that place your website at the top of Google!
Update your content periodically
Once you’ve created and published your evergreen content, all that’s left for you to do is monitor the performance of your content regularly to:
- Add to your lifetime content any new information that emerges on the subject being discussed;
- Restructure the parts of the publication where your audience’s exit rates are highest;
- And continually refine the content using as a reference the excerpts or similar materials with the best performance within this strategy!
Going beyond the content itself, you also need to keep an eye on:
- In the desire to achieve better positions or to outperform your competitors;
- When losing your positioning in search engines, to understand what needs to be updated in the publication to regain favoritism in the algorithms;
- And when it is necessary to keep data updated for ethical reasons or professional obligations (as in the case of sensitive materials, involving the finances and health of your audience, for example).
The important thing is not to abandon this material, especially when it performs well and achieves exactly what you expected when you gave Content Marketing a chance:
- The achievement of quality, endless and free organic traffic;
- A considerable increase in the number of new sales and profitability;
- And the dominance of your brand as the greatest authority in the market!
Looking for lasting SEO success?
Privacy experts say that you need to be very careful when posting any type of content on the Internet, because this technology keeps a permanent record of what has been shared!
Evergreen content takes advantage of what would be a “flaw” in the universal right to be forgotten in the virtual scenario, and ensures that your business closes new sales because:
- Evergreen content has the infinite potential to attract the best types of leads;
- With an exponential effect whereby the longer the publication remains on the Internet (and is updated when necessary), the more people it will reach;
- Transforming Content Marketing into a one-off and cheaper investment when compared to other methods of attracting an audience , as it brings in new people for years after being published!
You also learned that to create evergreen content, you need to:
- Understand very well the segment of the target audience you want to impact;
- Choose topics that are relevant and valuable to these people;
- Decide on a main keyword and up to two secondary keywords that will be used in both On Page SEO and Off Page SEO;
- Constantly monitor the indicators of this type of material;
- Make periodic updates that add new data to evergreen content;
- Correct errors and parts that harm your website’s positioning on Google;
- Make your investment even more irresistible and respected in the market!
All these teachings are based on my more than 10 years as a professional specialized in selling more on the Internet through SEO, and on my more than 6 years as CEO of the largest Inbound Marketing agency!
That’s why, if you have any doubts, or if you don’t want to risk your business’s budget learning about Content Marketing and SEO through trial and error with more successes than failures, Orgânica is your ideal partner!
Your next step will be to request the Content Marketing and SEO Diagnosis from Enjoy Minder— free and definitive reference so that your business can achieve all SEO goals and profit in a continuous, sustainable and predictable way!
If it’s lasting success you’re looking for, your search is over: here at Enjoy Minder, our teams have everything you need!
