Why you Should be Creating Evergreen Content for your Blog
Having a blog on your website can be an absolute GAME CHANGER for so many reasons. It can increase your website's SEO, showcase your expertise, and let’s not forget it can be repurposed to create loads of social media content. If you want to take that a step further, try focusing on evergreen content!
What is evergreen content?
What's that?! This is the content that stays relevant for a long time, posts that would be just as useful months after it has been up as it was the day you posted it. Sure some details or facts and stats may need to be updated from time to time, but overall the post should continue to work for you long after you write it.
Why is it valuable?
Evergreen content is the gift that keeps giving because it can remain relevant for several months and even years! This means it will keep working for you and directing people to your website vs timely articles that have a much shorter lifespan. This leads to a ton of great opportunities when it comes to having an opt-in for your newsletter, feeding a funnel you have, or promoting a community, workshop or product you have. There are so many options!
What should you write about?
So how should you strategize evergreen content for your own biz? Here's a tip! Take a look at your analytics and find out what is popular on your website, as well as the keywords people are using to land on your website (You can find this under "Search Keywords" on the backend of Squarespace). Or if you’re not on Squarespace, look through your Google analytics. This will show you what people already like on your website or are finding you via search. Once you've identified some of the key topics, brainstorm some ideas that you could share that would have lasting power.
Here’s the kind of impact has had on my business (and could have on yours too!)
Okay that sounds all great and dandy, but I’m sure you want to hear about the real impact it can have. So here’s a real-world example of how I used this strategy at my last biz to write a blog post that ended up being one of our top pieces of content for 3+ years 🤯🤯🤯. I noticed that our social media portfolio web traffic was exploding and that people were searching for "social media portfolio" on Google before landing on our site.
I quickly realized a lot of this traffic went beyond people who were looking to hire us and it also included other social media professionals. So I wrote a blog post on how to create a social media portfolio. Sure enough, that post went bananas and we ended up later creating a freebie to build our email list which we later used to promote a course on the topic.
All of that happened just because I paid attention to our analytics and focused on creating a piece of evergreen content! Yes, this strategy really can be THAT beneficial so give it a try!
Anna Osgoodby
Founder of Going Bold Studio, Anna Osgoodby is an award-winning designer and social media marketing expert. With over a decade of experience, she specializes in helping small businesses with their social media, branding and Squarespace website design.
