How to Write Evergreen Content

Develop content that will stay relevant for your brand

You’ve probably heard me or other marketers say that content is king. Originally, this concept was introduced by Bill Gates in 1996, who predicted that big money would be made from content -- and he wasn’t wrong!

Flash forward 24 years, and this concept is truer than ever. When it comes to marketing strategies, web efforts, and even newer platforms like social media channels, content is where a company’s main focus needs to be. This content, however, should be evergreen and work for your brand for years to come. I’ve developed a few tips to help you get started.

Why Content Matters

It is not uncommon for my clients to take their focus away from content because they think no one’s reading their pieces. This is a common misconception, because the right content can do so much more than just sparking the interest of a reader. Believe it or not (but please do!) content can help your company:

• Increase web traffic through better SEO rankings when you use the right keywords
• Create trust amongst your customers by demonstrating thought leadership
• Stay relevant in a competitive market
• Drive revenue when associated with a powerful call to action (CTA)
• Get noticed by potential partners and investors

Content is your first introduction to a potential buyer, so why not make it the best it can be?

How to Develop The Right Content

Now that you know why content is so important, here are three tips to help you write the best, most timeless pieces for your brand.

1. Your content strategy matters
   I often see organizations overlook their content strategy and simply post content that seems important at the time. Unfortunately, this only leads to inefficiencies and wasted time and resources.
   
   A content strategy is a document where you analyze who your audience is, what their pain points are, how your product or solution solves that problem and how you are going to communicate with them. At a high level, your content strategy helps you develop content in advance and allows you to look at the bigger picture.
   
   Even though your strategy will evolve over time, sticking to it will be the first step to developing content that will resonate with your prospects.
   
   
   
2. Keep your customer in mind
   
   Evergreen content should consist of blogs, articles, ebooks, white papers, infographics, or any piece that has strong answers to the questions your audience is asking. By doing this, your content will stand the test of time as, hopefully, your audience will always be asking questions about your brand.
   
   Before you start writing, find our what your buyers want to know, and answer questions like:
   
   
   
   1. What does your product do?
   2. How does pricing work?
   3. How can I order your product?
   4. Has this product worked for other people?

A simple Google search and a deep-dive into what your competitors are doing should give you the questions that you need to answer.

1. Stay away from news articles and timely pieces
   Depending on your industry and audience, brands often like to promote thought leadership by sharing news pieces or articles that are relevant to their world. As important as this can be, we know that news travels fast and today’s groundbreaking content could be obsolete by tomorrow.
   
   Even though I don’t want to discourage you from sharing important news, a good idea would be having a similar amount of timeless content that won’t expire overnight.

There’s a lot of work, research, testing and analysis behind developing evergreen content, but once you do, your profits will increase and your brand will only be stronger and more visible to your audience.

Need help getting started? Let’s talk!

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