What is evergreen marketing?
Are you interested in learning more about evergreen marketing?
When done right, evergreen marketing can completely change your business marketing and the time you spend creating content.
Evergreen marketing should be an important part of any business’s digital marketing strategy, and it’s important to understand how it works and how to use it effectively.
The right evergreen strategy can see you ranking in Google, Pinterest and other social media platforms and getting clicks and sales from one piece of content months and years into the future.
In this blog post, we’ll discuss what evergreen marketing is, how it can benefit your business, and how you can get started with your own evergreen marketing strategy.
What does evergreen mean in business?
Let's start by understanding what evergreen marketing actually means!
Evergreen marketing is a type of marketing that focuses on providing long-term value to your audience and customers.
Evergreen content is relevant and valuable to your audience over time, regardless of when it was created.
This type of core content can include blog posts, videos, podcasts, and ebooks that remain relevant and useful to your audience. (And increasingly, with the rise of social media SEO, it's completely possible to create evergreen content on social media!).
It’s also important to create content that can be updated over time so that it remains valuable and relevant to your audience.
The benefits of evergreen marketing
- The main benefit of evergreen content is that it can help you build a long-term relationship with your audience.
- By providing them with valuable, evergreen content, you can establish yourself as an authority in your field and build a library of helpful and relevant content
- With SEO research, your content can rank at the top of Google, Pinterest and other social platforms
- Pair your evergreen marketing efforts with an affiliate marketing strategy to make consistent passive income
- Strategically create evergreen content that does the heavy lifting to sell your services and products and attract inbound leads and sales long into the future
- Easily create content for your other platforms from your core content by repurposing the information into bite-sized chunks.
Taking an evergreen approach to your business marketing
If you're switching to an evergreen approach with your marketing, your strategy needs to be different from what you may be used to.
You're not creating reactive content; you're creating content that you know will be helpful long-term.
But how can you plan that? How do you know you will create content that ranks and gets seen by your perfect people?
You need to start with some research and a bit of forward-thinking 💡
How to research topics for your evergreen content
Creating evergreen content that you can guarantee to be helpful to your audience and rank on google starts with keyword research.
You can begin by typing in a few words from your business niche into Google to see what results come up.
From here, scroll a little further down to a section labelled ‘people also ask' and make a note of these phrases.
Scroll down to the bottom of the page to the section with a few greyed-out bubbles (see the picture below) and make a note of these searches.
These results will prompt ideas for your articles and videos that you know are relevant and being searched for.
Then, when you write your article, repeat these steps again and narrow down your keyword searches to your article topic. Try to add these extra keyword phrases from your search into the sub-headings of your article.
Handy shortcut: I love using Keywords Everywhere to help me complete my keyword research, it's such a useful tool for discovering volumes of keyword searches and the strength of potential completion for that phrase, and it's ridiculously cheap! Take a look at it here.
What is an example of Evergreen content?
Your evergreen content should always be useful to readers, regardless of when they read the article (or video, podcast etc). The article should never go out of date, and should remain helpful to those looking for advice. It's easy to pop in and edit your blog posts every few months if you need to!
This blog (the one you are reading right now!) is a great example of evergreen content – I've written the content based on SEO research (you can see the subheadings are written based on the research I did).
Whenever anyone asks me about Evergreen marketing, I can direct them to this blog (which often happens because I run the Evergreen Marketing Club!)
And you can see how I repurposed this blog for these platforms:
- Instagram (link coming soon)
- LinkedIn (link coming soon)
- Tiktok (link coming soon)
Types of evergreen content
If you’re looking to take advantage of evergreen marketing for your business, it’s important to create content that is focused on providing long-term value to your customers.
This means creating high-quality, informative, and relevant content for your audience, including:
- Blog posts
- Podcast episodes & transcripts
- YouTube videos
- Pinterest pins
- How-to guides
- Case studies
What does evergreen mean in social media?
Evergreen content on social media follows the same concept, and your research needs to be done for each platform individually before you can create keyword-optimised posts for that particular platform.
With social media, you are aiming for your content to rank highly for a keyword phrase people are searching for (now and in the future).
This means you must spend some time researching the search phrases and seeing what suggestions come up in the search bar (examples of other popular searches people are doing with those keywords).
REMEMBER – This will be different for each platform!
Once you have completed that, you will need to include these words within the caption of your post, and in the hashtags you are using.
It's also crucial to have your profile keyword optimised to increase your discoverability (and signal to the platform what your content is about) – take a look at my blog about how I took an Instagram break for 5 months without losing followers to see how to achieve that.
Evergreen content ideas
Ready to get started with your evergreen marketing strategy? Here are a few content ideas to kick you off:
- How-to guides
- Complete guide to ‘this thing'
- Interviews with experts
- Tips and tricks
- Recommended resources
- Gift lists
- Glossary of terms used in your niche
- Answer your frequently asked questions
By following these tips, you can start to reap the benefits of evergreen marketing. With the right content and strategy, you can reach new customers, keep existing customers engaged, and build a strong reputation for your business.
If you're keen to learn more about Evergreen marketing or you want some accountability to help keep you on track to stay consistent, we'd love it if you joined us inside the Evergreen Marketing Club!
You'll get access to a content library to help you craft marketing content that gets seen again and again, as well as the support of a community who are all working towards the same goal.
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