By Christina Aiello
Anyone who has a garden knows there are three types of plants: annuals, biennials, and perennials. When annuals and biennials bloom, it’s only a matter of time before they need to be replanted. Perennials, on the other hand, refuse to perish and continue to flower year after year.
In the world of marketing, most blog articles are annuals. You publish them, they get shared, and then they go stagnant. Your audience might stumble upon them every once in a while, but more often than not, they are left out to dry and wither away in your content marketing garden.
Articles with perennial appeal, or what many marketers like to call “evergreen content,” are harder to grow to fruition. These are the blogs that get an unexpected amount of attention – the ones that were posted years ago that still get liked and shared.
Considering 95% of buying decisions are directly influenced by marketing content, finding new ways to create winning content is critical to achieving digital success. But what makes top-notch content rise above the rest?
When you’re trying to grow content with long-lasting value, make sure it has these five qualities:
Evergreen content provides continuous value without extra effort. Seeing the same information reiterated in a different vocabulary over and over again is boring, bland, and a waste of time. When content becomes predictable, your audience will lose interest. Evergreen content stands out in some way, shape, or form. It can’t be accessed anywhere else on the web; it’s unique. Try to build fresh content with an individual voice and an original viewpoint. It will make you stand apart from your competition and help you keep your marketing garden green.
Analyze a single topic. Go deep. Add relevant links. Explore themes of parallel interest. This kind of value will continue to attract curious readers over time. Exceptional content communicates a direct message to your audience. If you don’t know what you’re writing about, you’ll end up drowning your readers in a pool of regurgitated information they never actually cared about to begin with. Your content should stick to the message you’re seeking to convey and cater to the broader audience you’re aiming to reach.
As a marketer, it’s natural to want to share what you’re learning with your target audience, but it takes more than a voluptuous vocabulary to make your content “evergreen.” You could spend hours editing and re-editing the syntax of your content until it’s the best copy in the world, but if the end-product is too complex, you’ll overwhelm your readers.
You should be able to turn an evergreen piece of content into at least three different marketing assets. Turn the stats into an infographic. Make it the focus of an e-book. Discuss it during a webinar. Develop a corresponding checklist. Write a series of related blog posts. Evergreen content has no page requirements, thesis statements, or MLA regulations. So stop sweating, and let your creative juices flow!
Don’t create content, for content’s sake. Your content should serve a purpose and align with your company’s overarching business goals. The best way to avoid people thinking, “Wow, I wish I had those two minutes of my life back?” is by creating content that is relevant and worthwhile so your readers can’t resist coming back for more.
The bottom line is that content marketers need to use evergreen content to their advantage. Not only does it grow brand awareness, but it also provides additional value to your audience. How do you create and recycle your evergreen content? I would love to hear in the comments below!
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