To develop a successful online marketing strategy, identifying and creating content pillars is essential. Having a set of topics or themes to pull from helps to establish a cohesive social media presence anchored by quality content that is right on brand. It also allows you to save time with batching and repurposing. Which brings us to another important detail to consider: evergreen content. And no, we’re not talking of blogging and posting about Christmas trees decked in twinkling lights, regardless of how lovely that sounds. We are talking about a vital component of creating content that serves a very specific purpose. Want to learn more? Today, we will answer these three questions:
- What is evergreen content?
- How does evergreen content differ from topical content?
- Why is evergreen content important?
What is Evergreen Content?
Like the evergreen tree, evergreen content is always fresh. In other words, this type of content stays relevant over time. It is search-engine optimized, and it continues to drive traffic to your sites and sales funnel long after it is first published. Opportunities to share evergreen content can include:
- Blogging
- How-to videos
- Listicles
- Product reviews
- Helpful Tips
When creating content, try to answer frequently asked questions or solve the pain points of your target customer, and offer useful information that will continually provide value. Do your research, and include keywords that are high search/low competition in the title and throughout the body copy following SEO best practices.
How does evergreen content differ from topical content?
Topical content is time-sensitive and trendy. This is the exact opposite of evergreen content, which we have established as timeless. When developing an online marketing strategy, it is best to strike a balance between these two types of content. Here are some examples of topical content, for comparison:
- News articles
- Current events
- Hot topics
- Seasonal products
- Statistics that change
Topical content is short-lived, but it can give a quick boost in search engine results and helps to increase audience engagement. Blogging is a great outlet for effectively blending both evergreen and topical topics. Just another reason why having a blog is so important for businesses of all sizes.
Why is evergreen content important?
According to the American Marketing Association, “Evergreen content is one of the most useful and effective parts of a content marketing strategy.” After all, timeless subject matter is ripe for repurposing, which saves time. More importantly, evergreen content has no expiration date and maintains value long-term. This positions your brand as an industry leader and helps to build lasting relationships with your target customer.
For actual examples of both evergreen and topical content, be sure to follow our blog. And for help with online marketing, contact us today for more information on the many services we offer at Aliya Hammond Consulting.
You’ve probably realized by now that Social Media is no longer an option. In fact, it is a vital and highly successful tool for building a business. Aliya Hammond Consulting is an online Digital Marketing, Training, and Consulting Company headquartered in the greater Philadelphia area. We specialize in Social Media Management and Marketing, Social Media Training and Coaching, Blog Writing, and Graphic/Web Design Services for small and large businesses, entrepreneurs, and non-profit organizations. If you are looking to improve or increase your online presence, you can rest assured you are in good hands with us. Contact Aliya Hammond Consulting today to find out how we can help your business grow!
