Some people may believe that content is content. However, the truth is that some content never grows old and other content can only be used for a short period of time (or, at least, for a short period of time once a year). You certainly get the most bang for your buck if you post only evergreen content, although there certainly is justification to write time-sensitive content in certain cases. The fact is that both types of content hold value and a combination might be what you need to post.
The pros and cons of each type of content
If you decide to write time-sensitive content, one thing that is true is that it will appeal to many readers. Most people are interested in reading something trendy and exciting. However, your biggest challenge, perhaps, is writing evergreen content that is just as exciting.
Statistically speaking, trending content gets more attention than evergreen content (in the short term). However, evergreen content offers a lot more mileage than time-sensitive content. With time-sensitive content, the novelty will eventually wear off for the readers. The evergreen content is generally more memorable for the readers over time and that is one place in which it is much more valuable than trending content.
Making the right choices for evergreen topics
There are several drivers that you should use when it comes to choosing which evergreen topics you choose to write about. First of all, you need to determine exactly who your target audience is. You also need to determine what sort of content they are interested in reading (and need to read). The last (and most challenging) issue is ensuring that your evergreen content is truly going to stand the test of time.
Evergreen topics are a bit more general than trending topics, although they do contain enough details to be a good representation of that particular topic. When you write an evergreen topic, you will include more basic (background) information than you will share in a trending topic. That is because of the nature of what it is.
Pay attention to search engine optimization
No matter what content you write, you still need to make sure that it is optimized for the search engines. That means that you need to use the most effective keywords and key phrases. You want to have your business appear at the top (or, at least, near the top) of the search engine’s page so that other people can find you and your business easily. When it comes to choosing the most appropriate keywords and key phrases, you should choose those that you are confident other people will be using in their searches. Then you should use those keywords and key phrases in your article title and teaser paragraph. However, be careful not to stuff too many keywords and key phrases into those two elements of your article.
Another important way for you to optimize your content is by including high-performing back links. You will want to make sure that your links are not broken and that they take your readers to exactly where you want them to go. You want to give your content the perception of always being fresh (although not time-sensitive). Nobody wants to read stale content, of course.
Always keep your content appealing
Evergreen content has a lot of positive qualities. One of those attributes is that not only doesn’t it have a time issue but it can be re-purposed as much as you like (as long as you don’t use the same content too frequently). One of the other important elements in both types of content is an effective call-to-action (CTA). If you re-purpose evergreen content, you can still make your CTA new, exciting, and relevant each and every time you post that particular article. You not only want your content to consistently appeal to the readers who are loyal to you but you also want your content to appeal to new readers who are trying you out.
If you play your cards right, they will become loyal to you and your brand as well. It isn’t sufficient for you to just post content (no matter how valuable it is). You need to continue to be involved with the discussions that follow that posting. You can ask thought-provoking questions and/or leave interesting comments or ask other people for their opinions. Everyone wants to be made to feel that their opinions matter.
A combination of evergreen and trending topics will probably work well for you and before you know it, you will have generated a loyal following who will stick with you over time. Innovative, new content can be very appealing but sometimes people prefer, “slow and steady wins the race.” If your content is valuable and it helps your readers to solve their problems, they will look to you for more help in the future.
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Also published on Medium.
Carolyn Cohn is the Chief Editor of CompuKol Communications LLC. Mrs. Cohn has a wealth of experience in business writing as well as having a strong editorial background. She manages all of the company’s writers, journalists and editors as well as writing, editing and publishing several business articles a week on a consistent basis, which are syndicated globally.
Mrs. Cohn has run several editorial departments for other companies. She has over 25 years of editorial experience and her expertise covers a wide range of media, such as online editing, and editing books, journal articles, abstracts, and promotional and educational materials.
Throughout her career, Mrs. Cohn has established and maintained strong relationships with professionals from a wide variety of companies. The principle that governs her work is that all words need to be edited.
Mrs. Cohn earned a Bachelor of Arts degree in English from the State University of New York (SUNY) at Buffalo.
Mrs. Cohn is a member of the American Medical Writers Association (AMWA).
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