If you are a marketer or into marketing at all, I am pretty sure you have heard of the phrase “evergreen content”. Evergreen content, to simply put, is the content that does not date and instead retains relevance to an audience over a long period of time.

An example of evergreen content is an educational article Google analytics dashboard. Its content is always (at least as of 2015) relevant to an audience. It delivers traffic, leads, social shares, and helps us keep good search positions.

Okay, assuming that you find this concept somewhat intriguing, you may have started wondering how to produce it.

According to Graham Charlton of Econsultancy, below are the factors that are important in producing evergreen content:

Quality, an eye on SEO, shareable content,  catchy headline, relevance to audience, and alignment with the goal of blog/website. 

Though all the factors mentioned above are important, I think the last two points are particularly important. Though technically speaking you are not selling your website/blog content to your audience in exchange for money, you should always treat them as something you intend on actually selling. In order to effectively sell your product or service, you need to fully understand the following:

Value proposition, target segment, market size, and competitors of your product

Instead of writing content for a random audience with a wide range of topics, simply ensure that you understand  your target audience (e.g. via target segmentation exercise) and provide them with what they want (e.g. by writing out your positioning statement), which they cannot find anywhere else (e.g. by conducting competitor analysis).

Just as the article says, “don’t be afraid to go niche”!

Read the Econsultancy article here:

https://econsultancy.com/blog/65455-why-you-need-an-evergreen-content-strategy/