Doing content marketing the right way takes time and effort. Once you’ve gotten good at it, you’ve also created a lot of material. That’s great for your brand recognition, reach, and search engine optimization (SEO). But it can be a pain if you constantly have to go back and update each piece of content to keep it timely. How can you save yourself some of that repetitive work so you can focus on other business operations? By getting evergreen content ideas that last longer. In this article, we discuss:
Evergreen content is information that doesn’t become outdated. In an industry like marketing or SEO, it’s tricky to say that something may never become outdated, so we think of evergreen content as pieces that stay relevant for a long time. Most evergreen content comes as blog posts and articles, podcasts, videos, or other digital resources. Common topics include:
Evergreen content distinguishes itself from trending content. Trending pieces can only help or stay relevant for short periods. They have an expiration date and can get replaced with new information quickly. For example, stories and coverage of the Olympics matter only in the weeks before, during, and immediately after the games. Evergreen content, in contrast, is relevant anytime someone finds it. You don’t tie the pieces to a dated event, practice, or time of year.
Using evergreen content has advantages, such as:
Evergreen topics last longer than other content, so think about things that can be useful repeatedly and those where information changes slowly. Make sure you pick topics that relate to your company or industry. For example, a restaurant marketer won’t write a piece about how to prevent getting sunburn. That’s not relative to their niche or audience. So how do you find evergreen topics that are right for your followers and viewers? Consider:
If you’re looking for even more ways to research content and find the right topics for your audience, request your free content analysis report from CopyPress. It can tell you more about how your content stacks up against the competition and uncover gaps in your strategy that you can fill with evergreen pieces. We can also do this work for you. Our expert team of writers, editors, and QA professionals can write, edit, and produce the content your business needs to gain the traffic that can convert.
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Creating guides helps provide as much information on or answer as many questions about one topic as possible. These are great evergreen topics because they’re comprehensive and valuable to the viewer or reader. They provide everything in just one source. Some common guides include:
How-to-use guides explain how to incorporate a tool, program, or practice into your workflow or daily life. They may give steps on how to make a product function, such as how to turn it on or install a program or app. They may also explain how you can learn about a new practice, build up a habit or learned behavior and start applying it to the things you do. How-to-use guides are common in marketing and technology to help people learn about the strategies and tools available. Examples of how-to-use guides include:
The purpose of how-to-choose guides is to help people make decisions. You may give steps on how to pick a certain product or service based on the client’s need. You may also help guide them through decision-making processes like choosing a strategy or learning how to pick the right partnering agency for a specific project. Examples of how-to-choose guides include:
How-to-make, how-to-create, or do-it-yourself (DIY) guides help people invent or design something of their own. You can often write these guides like manuals with step-by-step instructions to help people make a desired finished product. Others may make suggestions on different paths you could take to reach the same conclusion. Examples of how-to-make guides include:
Lists are helpful for evergreen content because they’re easy to read and easy to make. You can choose between long, comprehensive lists or short listicles depending on the length or medium of your topic. Some examples of list evergreen content include:
Checklists can help readers or watchers ensure they’ve met every requirement to complete a project. They’re often easy to scan and helpful to readers. Plus, they’re easy to create if you’re looking to make short-form content, like a blog or social media post. Examples of checklists include:
Resource lists can help provide a collection of themed material on a specific topic. In marketing, you may provide resources for where to find specific content or information. Another option, for example, could share a list of sites or tools that help with keyword research. Examples of resource lists include:
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Recommendations lists can include products and resources worth sharing with your audience. Common ones may spotlight podcasts, books, online courses, or webinars that provide additional value for people outside your company or services. Many of these lists can be evergreen or trending content depending on how you frame them. Examples of recommendations lists include:
Industry-specific evergreen content is that which is most useful to people within your field or niche. You may aim it at an audience of entry-level employees just entering the field, professionals who need topic refreshers, or as a resource repository for reference. Examples of industry-specific evergreen content include:
Definitions or definitive content help explain industry-specific concepts. They may include acronyms, jargon, or terms that make sense to people within your niche but not to those outside of it. Definition content can help make more in-depth industry content more accessible to the widest range of people by teaching them something new or explaining an unclear concept. Examples of definitive content include:
Best practices content gives people a list of tips or ideas that can make engaging in a certain activity easier. They can also give helpful information about how to use tools or programs. Best practices pieces can tell the most effective or the “right” way to do something, as accepted by the industry. Depending on the topic, best practices can change frequently, so consider picking a topic where they stay constant for a longer period. Examples of best practices content include:
Comparison or compare and contrast articles often focus on two topics or terms that are similar. The sections within explain how the two things are alike and different by highlighting key points, such as function, parts, or usage. These pieces can help you explain topics or definitions that may be complex or that people, even long-time professionals, may confuse. Examples of comparison content include:
Informative and historical content is always evergreen. Why? Because once something has already happened, it’s not going to change. Giving the history of your industry, prominent figures, or long-standing practices can help you and your brand become a resource for accurate and interesting information on that topic. Examples of history content include:
Strategy articles can give information and advice about how to execute a type of plan or framework in your industry. They may detail strategies your company developed itself or popular ones within your industry that organizations use. Examples of strategy content include:
Company-specific evergreen content is that which your company generates or produces on its own. Your team or brand is the source and any of this content that you share is original. Examples of company-specific evergreen content include:
Product or service feature evergreen content tells your clients, leads, agency partners, and the public what you offer and what it can do for them. At CopyPress, we put this information on our web pages so that it’s always easy to find and easily accessible for anyone who wants to learn more about what we do. You can browse information about our content writing, content promotion, and custom design services. We also offer B2B partner solutions for agencies and marketing teams.
Are you ready to start your next great content partnership? Schedule a free call with CopyPress to learn more about how our services can get your business or agency the results it needs.
Like industry history content, new customers, clients, and leads may be interested in learning about how your company got its start, or why they should trust you. You may share this on an About Us page on your website. Another option for business history content could include filming a video and interviewing the founders or other prominent people in your company to recount how your business developed. Examples of business history content include:
Case studies are in-depth analyses that look at one topic, person, group, or event. They’re popular in sales and marketing for studying things like human behavior, best practices, or simply learning more about why and how things occur within the industry. By creating your own case studies, your company can gain thought leadership and authority on the topics you study. You can also become a resource for information on the subject, which may help you get more links and increase your backlink profile. Examples of case studies include:
If your company runs internal research studies, you can publish the findings as evergreen content. Research results may include infographics, videos, or other data visualizations that help people understand exactly what you studied and the results that came from it. Different from case studies, research projects may focus on broader topics that affect the entire industry rather than just one company or client. Some studies may produce trending data instead of evergreen data. Examples of research content include:
Curated evergreen content involves researching other information that already exists on the internet and compiling it to make a new piece of your own. We most often hear of curated content on social media, such as sharing a post from another account on your own. Examples of curated evergreen content include:
Because there are so many great minds in every industry, there are plenty of quotes you can curate to inspire your audience. Consider industry leaders, authors, and people your employees and audience may admire. Then go find their best words of wisdom. We’ve done that with our 152 Marketing Quotes article.
If your company deals in services rather than products, curating a list of related tools could help your employees and your clients. Consider what tools your team uses daily or ones that your clients could use with your services to help better their businesses. Examples of tools curated content include:
More and more content creators find that producing evergreen pieces helps them get extended and lasting SEO results. This can lead to better brand recognition and more conversions, which ultimately helps keep your company in business for years to come.
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