Inbound Marketing + Sales Blog

February 13, 2015

How to Transform Ordinary Content into Evergreen Content

Written by: Olivia Perek  |  Share:

Olivia Perek

evergreen-content

The inbound methodology is incredible, in that by leveraging a deep understanding of your ideal customer you can drive revenue growth. Unfortunately, there are a lot of moving parts and it can be easy to get tripped up unless it is managed effectively.

Take content for example. There’s a lot that goes into your remarkable content, which is geared toward converting visitors and closing customers. Luckily, there is a simple solution to reaping the most benefits from the content you create and the time you invest: making it evergreen.

By creating timeless pieces of content that continue to attract visitors and convert them into leads, you’ll be able to focus more of your attention on the sales process, customer care and product development.

What is evergreen content?

Evergreen content is quality, useful content that is relevant to readers over a long period of time. While you may already be creating high quality, useful content, it becomes evergreen when a blog post or how-to guide means something to a visitor for a significant amount of time after it's published.

What is amazing about evergreen content is its continued, sustained success. In other words, it will generate ongoing interest, engagement and traffic, along with increased conversions and sales.

Obviously we’d all rather see traffic like this:

high-converting-blog-post

Rather than this:

low-converting-blog-post

Even though time is of the essence, it's truly worth it to create evergreen content that will provide value for days, months and years to come.

Requirements of evergreen content

First off, I highly recommend creating at least one piece of evergreen content per month, if not per week. It has immense advantages despite the time it takes to create. Blog posts that endure are beneficial not only to your business, but also to your confidence in your expertise.

According to Buffer, these are the three keys to creating evergreen content:

  1. Be the definitive source: You want to be the ultimate resource for the topic you’re covering.
  2. Write for beginners: Experts are less likely to be searching for help.
  3. Narrow your topic: It makes it easier to write and entice readers.

There are three keys to driving traffic to your evergreen content:

  1. The amount and quality of referring links (particularly linking pages that are also ranking for keywords that have a substantial monthly search volume).
  2. If the content/page is ranking for keywords that are generally searched by your target audience.
  3. The page’s ability to attract new traffic through social shares.

Ways to make your content evergreen

Before you sit down and begin create a blog post from scratch, there are simple ways to transform your current content into long-lasting, authoritative pieces.

First, take time to determine which posts continue to generate traffic to your site. Duck into your Google Analytics or HubSpot portal and run a report on page views for these articles, including your blog subdomain or directory (/blog/marketing).

To start, choose the five top-performing blog posts and complete the following steps:

1. Read the post and make the copy as good as it can get. Make it up-to-date and accurate. That could mean:

  • Changing the headline
  • Adding new information
  • Adding new ideas
  • Rewriting sections

2. Republish the post. After you’ve made your changes, update the timestamp on the post and republish.

3. Promote your evergreen content on social media over and over again. Since the blog post will now stand the test of time, you can share and reshare the same content in different ways for editorial calendars to come. Reposting content can:

  • Generate more traffic
  • Hit multiple time zones
  • Reach new followers (using different hashtags or reaching the right person at the right time—someone who shares with his or her communities)

The key is to evergreen content, according to Jason Acidre, is to make sure you can continue to satisfy visitors' expectations. Keep that in mind when revamping your current content.

Take some time this month to complete this experiment and let me know your results with traffic, engagements and conversions. Leave me a comment below with your findings.

Develop a Successful B2B Content Strategy whitepaper

Topics: Demand Generation

Olivia Perek

About The Author

Olivia is an Inbound Marketing Strategist with a focus on lead generation and marketing + sales alignment. She's a rockstar at helping our customers build their HubSpot database and marketing processes while coming up with fresh ideas to generate qualified site traffic and leads. Her main goal is to help both customers and New Breed reach their marketing and revenue goals.

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