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Marketing trends come and go in the blink of an eye. But how can you create content that stands the test of time? Evergreen content, as the name suggests is designed to do just that. Staying fresh and relevant, continuing to attract visitors and search traffic long after its initial publication.
Seasonal Content: This type of content is tied to a specific season, holiday, or event. While it can generate spikes in traffic during relevant periods it may lose its value outside those timeframes.
Trending Content: Trending topics are hot, but they cool down quickly. Writing about trending topics can attract a burst of traffic, but it fades fast, as it’s tied to the here and now.
Evergreen Content: Evergreen content is more of the tortoise in the race. It might not sprit ahead initially, but it steadily gains traction and sustains relevance for months, if not years.
Seasonal content engages audiences seeking timely and relevant information tied to specific seasons, holidays, or events. It attracts those actively searching for content related to the ongoing season but may lose its value outside those timeframes. Trending content appeals to readers eager to stay up-to-date with the latest topics and engages a broad spectrum of individuals interested in what's happening right now. However, its engagement is short-lived as new trends emerge. Evergreen content, on the other hand, attracts audiences looking for enduring, in-depth, and timeless information. It steadily builds a loyal and consistent reader base that values the content's quality and longevity, even if it doesn't generate sudden traffic spikes.
Use Terms like Guide, Best, Data, and Reason: These types of content tend to perform exceptionally well in the evergreen category. People are always searching for guides, best practices, data-driven insights, and reasoned arguments.
Avoid Overly Technical Language: Remember, not everyone visiting your site is an expert. Steer clear of jargon and complex terminology that might alienate a portion of your audience.
Conduct Keyword Research: Effective evergreen content starts with in-depth keyword research. Identify the keywords and phrases that your target audience is searching for and incorporate them naturally into your content. This will help your content rank well and attract organic traffic.
Repurpose Your Content: Evergreen content can take many different forms. Transform a blog into an infographic, a podcast, or a video. Repurposing allows you to reach a broader audience and keeps your content fresh.
Evergreen content will continue to bring in organic search traffic over time, reducing your dependance on short-lived spikes. It can improve your SEO as search engines love fresh, informative content. Improving your rankings and making you a trusted source.
It can become a reliable source for lead generation and building authority. It allows you to establish yourself as a knowledgeable industry leader. Offering valuable resources in exchange for contact information can be an effective strategy.
While it is essential to diversify your content strategy to include seasonal and trending topics, evergreen content forms the sturdy foundation of your online presence. It attracts, informs, and continues to deliver value long after the initial publication. Make evergreen content a priority and watch your web traffic and engagement grow steadily over time.
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