Going green might not be sexy, but it works
In an industry where the word ‘content’ has become nebulous because of the frequency in which it is used, I appreciate mentioning ‘evergreen content’ could be a slippery slope to more marketing clichés. But trust me, it’s not.
Evergreen content is in fact not sexy but it is valuable. Simply, it is content that addresses timeless themes, and answers recurring questions people in your category will commonly have.
It is not reactive content, certainly not fame building but it does focus on enduring ideas and advice that doesn’t tend to have an expiry date maintaining relevance because it addresses universal themes and questions.
Playing the long (tail) game
To create evergreen content we start with the long-tail keywords, these are the search phrases your users employ, to find their content. They have lower search volume than broad keywords and usually less competitive which makes it easier to rank for them.
Get moving, NOW!
As voice starts to gain traction in households, evergreen content is going to become critical as phrases take precedence over keywords. So, getting in the practice of creating evergreen content for our clients now, will put us in good stead for the future.
Stay mean. Go Green!
Invent Better is a publication of Orchard