Author: Joshua Nite / Source: Online Marketing Blog - TopRank® Every good gardener knows there are two types of flowering plants: Annuals
Every good gardener knows there are two types of flowering plants: Annuals and perennials. Annuals bloom once and have to be replanted the next growing season. Perennials stick around; they continue to flower year after year.
Most blog posts are annuals. You publish them, they generate views and shares for a while, and then they basically go dormant. Readers might happen across them occasionally. But think of it this way: When was the last time you went through your favorite blog’s archives? Or clicked on a search result that was over a year old?
Rarely, though, you will find that a post has perennial appeal—what some marketers call “evergreen content.” Even though you published it in 2012, it still gets liked and shared. That’s a clear sign the content is still relevant to your audience.
Evergreen content continues to provide value without extra effort, and it can support spin-offs that fill in blanks in your editorial calendar. So it makes sense to invest some time in creating and caring for your perennials.
How to Create Evergreen Content
On one level, what content becomes evergreen is up to your audience. There will always be a blog post or two that get a surprising amount of sustained attention—posts that just happen to meet an ongoing need.
We’ll talk about how to make the most of these accidental perennials a little later. For now, though, know that it is possible to design content to have lasting value. Aim for content that is:
- Fundamental and Timeless. Think “how to” content, frequently asked questions, guides to a subject that stays consistent over time. The opposite of newsjacking posts or posts about cutting-edge trends.
- Take a comprehensive look at a single topic. Go deep, with links to content that explores topics of parallel interest. That kind of value is exactly what will continue to bring in readers over time.
- “Best Answer” Content. Make sure your topic is highly relevant to your audience—fundamental, timeless, substantial content that doesn’t answer someone’s burning question won’t become evergreen.
- Highly Visible. Your…
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