Building a Content Marketing strategy is an effort on multiple fronts. Attracting and engaging new leads demands following trending topics, talking about news in a specific area, and even updating the audience about what How to Refresh you are doing to bring better experiences to them.
But it is also about a plan to create and refresh evergreen content that lasts. These pieces will be the ones to consolidate your SEO and to solidify an authority in subjects that matter to your buyer persona.
While there’s no surefire formula to serve up croatia phone number data high-performing evergreen content every time, a few best practices will improve your odds.
In this post, we will talk about:
- Why is it necessary to refresh evergreen content?
- How to give content an evergreen status?
- How to do the actual refreshing?
Why is it necessary to refresh evergreen content?
First, we need to consolidate the concept: good evergreen content is always relevant to your buyer persona.
It may not include new or trendy information, but it should provide good advice, be entertaining, or solve a more universal problem How to Refresh for potential readers.
Whether it’s two months or two years old, the why is the conversion rate low? best content drives traffic on its own through organic means or ongoing social sharing. As an example, here’s the traffic to one of the best evergreen blog posts in our Portuguese blog:
As a counterpoint, let’s see a blog post from the same period that either had a focus on hard news/punctual topics or was badly optimized to be relevant to that specific keyword:
With some periodic updates, you can use the same frist database structure to take advantage of Google’s good position for a lot longer.
Obviously, you can’t rely solely on evergreens to create a successful strategy. The secret is in balancing hot topics with sudden spikes in popularity and those built to last.
How to give content an evergreen status?
One thing to have in mind is that it makes more sense to invest in refreshing some specific content than it does for others. First, you How to Refresh need to identify those that have this potential. As we said, not every piece is made to retain interest for longer periods.
Doing that assessment, you find existing material or new ideas that can become evergreen.
If the content isn’t getting the traction you want, making sure you’re hitting all 4 of the following points, they will help you a lot!
Optimize the SEO
Think about what happens when you publish a piece of content. You blast it socially, you put it in an email, you feature it on your blog or website, and if it’s something big, you might even do some PR around it.
But what about after it scrolls to page two of your blog and people stop tweeting about it?
Well, nothing happens if it’s not SEO optimized. Maybe there’s some referral traffic, or maybe people find it within your site, but the content won’t have any ability to drive traffic unless you make an effort to promote it.
The good news is that optimization of existing content doesn’t necessarily take much work. To quickly get a read on how you’re doing, there are two steps to take.
Keyword research
You can enter the most important words to your blog in tools like Google Keyword Planner and SEMrush.
Using this article as an example, when we search for the term “evergreen content”, on SEMrush, we get the variants:
- “evergreen content” gets 1.9 thousand monthly queries;
- “what is evergreen content” gets 480.
There were a few other related terms that got under 170 queries per month. This means that if you want to drive a high traffic volume, you should target the “evergreen content keyword”. But, because of this same high volume, it will be harder to rank.
Competition check
Look to see if the content that shows up in SERP is consistent with what your article is about —and make sure that your content is superior to the ones you find.
Here’s the top current search results for “evergreen content”: