Although one of the hottest trends of 2020 is the use of ephemeral content (content that has an expiry date on it to give your audience a sense of urgency so they will respond to your command to action), there is still something to be said for the older school notion of publishing “evergreen content.” This is the exact opposite of publishing ephemera, which is often time-based, trendy and often “newsy” in nature.
Why Evergreen Content?Evergreen content gets its name from the tree species. Evergreens are solid and unchanging and never lose their leaves and stay strong through the harshest of winters; the perfect metaphor for thriving even during hard times. The most common forms of evergreen content are articles (especially how-to articles), blog posts, case studies, e-books, explainer videos, GIFs, guides, info-graphics, photos, white papers and detailed product or service descriptions.
Ephemeral content can often disappears entirely from a web page or social media after it has served its purpose of educating or selling, whereas evergreen content is universal, educational and serves as the foundation of your content strategy plan. Ephemeral content is more promotional rather than educational.
The Marketing Purpose of Evergreen Content
The marketing purpose of evergreen content is to become an informational site that people keep coming back to again and again to find out about their interests or find information about your particular niche. Not only does this establish you as a guru or an expert in your area it also can serve as a viral informational tool. If you publish enough informative posts, articles or blogs, people will consider you to be a trusted go-to resource.
Evergreen content also can be, but doesn’t have to be much longer than the ephemeral visual eye-candy that is on many social media sites, but especially TikTok and Instagram. Evergreen content is almost always at least 500 words to 100 or even more pages and it is not an advertisement, although it can take the form of an advertorial as long as it is not too much of a blatant hard sell. Evergreen content also serves as a link to other informative sites, usually studies or historical information that makes a case
The Benefits of Evergreen Content
Evergreen content is your gateway to adding backlinks to your blog or website and help you to get more traffic. Each document that you produce can direct your clients to your site or be given away as free information in exchange for an email address.
Great evergreen content can bring you ten to fifteen years of steady customers and maximize the long-term ROI of content marketing efforts. The time you spend building this content base for your business often pays off in the form of visitor flow for years.
However, in this visually-oriented society, not everybody is going to take the time to read, which is why it may be a good idea to re-issue your information in new formats such as a blog. It is also a good idea to “freshen up” your older content now and then, especially if it is more than a few years old.
Contact us at Six50 Studios where we provide all you will ever need to create or revitalize your online content. We can provide web and graphic design, content creation, video, and assistance with creating your own unique approach to building evergreen content that can serve as the backbone of your online business.