Create evergreen content

Contributors

@brandon-leuangpaseuth @paul-boag


Business Benefits

Get better rankings, create social engagement, and improve brand awareness and reputation


Establish your long term marketing objectives.

Before creating evergreen content, you need to understand what it is that you want to achieve with this content. Because the content is long-term, you need objectives that will not change.

Get to know your audience and their search habits.

For example, interview your current or past customers, and colleagues who know the audience well, to discover their goals, pain points, questions, and objections. Use SEO tools such as Ahrefs, Semrush, SpyFu, or Majestic to do keyword research. Use BuzzSumo to find the most shared or talked about content pieces related to your business.

Use your SEO tool like Ahrefs, Semrush, SpyFu, or Majestic, or Google AdWords, to find high search volume and low competition keywords.

Choose topics that have long-term relevance and meet long-term marketing goals.

For example, how to keep your device up to date, rather than how to use updates in Windows 10. Search intent is essential. The intent behind the keyword must be in alignment with your business. Don’t select a keyword just because it has an extremely high volume and is not related to your business.

For the primary keyword for a topic, review the top search results content and incorporate that information into a 3-10 section outline.

Evaluate which relevant topics are already covered, and brainstorm how you can make it better.

Using your outline, write the body of your article.

Use the keywords that you identified for search engine optimization and include the target keyword in the URL, meta title, H1, in the first paragraph of the content. The content must deliver what it promises and should provide the user with real value.

Choose videos, graphs, infographics, and images that support the information in your article.

For example, include small how-to videos where possible, as these are highly engaging and will improve your rankings in the search engine.

Use Google Search Console or a similar tool to check how each article is performing in search results.

There are many keyword tracking tools like AccuRanker you can use, to see how well your articles are performing on search engines.

Make periodic, manual reviews of competitor articles and market changes to revise your content.

Pay special attention to articles that are rising in search results. For example, if new products release, revise your article to include the latest information.

Use a tool like Google Analytics to monitor visits and engagement for your articles.

If users aren’t staying on an article long enough, read it as you were a visitor who’s new to it, and figure out how it could be more useful.