Evergreen content is simply content that remains relevant regardless of when it was published. This type of content is so valuable because it will continually drive traffic to your website and help you maintain a relevant ranking search engine position for months and even years. The only thing with this type of content is that it rarely remains evergreen forever. Most of the time it will need to be updated. Many businesses, though, are not including this as a part of their content marketing strategy and the evergreen factor is then lost.
Below are ten ways to help more easily maintain your evergreen content.
1: Keep the details
If driving more traffic to your website is the goal, you have to put out the best content you can. In an effort to keep the content fresh for the long term, some suggest omitting details like dates, links that may break and screenshots that might eventually change. We do not suggest doing this as you risk watering down the content and in turn not putting out something people will find value in above others. If your content is better with certain details like dates, screenshots and links, then include them. You will benefit over the long term.
2: Make a plan for updating your evergreen content
When it comes to evergreen content, the author should be the one to monitor it and determine if it is still viable or in need of an update. Setting aside time each week to revisit past articles is the best and easiest way to maintain your content. Begin by looking at the metrics of your blog posts and see which ones have garnered more eyes and start with those first. If you come across any posts that have not been viewed at all, consider combining those with one of your strong posts or just remove it from your arsenal.
3: Knowing when to update or start fresh
As you can imagine, updating a blog post takes much less time than writing one from scratch. Typically, you are updating dates, screenshots, statistics, features and any other potentially outdated information. With that being said, you will also have posts that will require deeper revisions and it may make more sense to rewrite the article.
Here are some guidelines to consider when debating whether to update or just rewrite:
- If you think the update will take just as long as rewriting the article, then rewrite it.
- If the main points and overall vision of the article have drastically changed, that is also a rewrite. If this is the case, consider starting off the new article with a summary of the previous one and follow that up with what is new and any other important new details.
4: Always safeguard your SEO
The goal of updating evergreen content is to ensure people continue to find it and share it. Make it a point to safeguard the SEO that has already been established around your content. As you are doing your updating, make certain that you use the same title, keywords and URL associated with the content. This will help all the backlinks, social shares and SEO for your content maintain their validity.
5: Choose a post to be the centerpiece
Choose one of your amazing evergreen posts to become the umbrella post for further articles. You can expand upon a part of your post and create something fresh and new. You can also try and come up with side topics from your post and have that be the base for a new post. Just be sure to properly link the articles.
6: Experiment with different formats
Repurposing evergreen content is a great way to expand your reach. When it comes to social media, only a small fraction of your audience is seeing your post in their news feed. There is a great untapped market here for you to capitalize on. Think about the different ways in which you can use the information you have already put out. Perhaps you can make it the basis of a webinar, turn any statistics into an infographic, create a video or even a podcast. Get creative.
7: Expand your post
Choose a post that generates some traffic and expand upon it. Try adding a new twist to your post by providing fresh supporting data. This can be in the form of statistics, interesting visuals or links to other resources. By expanding and updating your evergreen content you are bringing it to the forefront and in turn are reaching new segments of your audience that have not seen it yet. This will not only extend the life of your content but puts you in a position to provide increased value to your audience while outputting less effort on your part.
8: Consider adding follow up posts
If you have a blog post that has really hit it out of the park, consider coming out with additional pieces to make it into a series. Once again, be sure the posts all link to each other. In addition, if you have a compilation of related blog posts, consider making them into a white paper or eBook.
Maintaining evergreen content can turn into a struggle when businesses do not properly consider it as a part of their content marketing schedule. By coming up with a process that determines when the content needs to be updated, making it a part of the schedule and selecting the right people to be in charge of this, you will reduce any issues with the proper maintenance of your evergreen content. In addition, you will help ensure that the content will continue to experience the SEO benefits and traffic.