February 5, 2021
Evergreen content is simply content that doesn’t go out of date. Because it doesn’t lose its relevance and popularity, it helps you save time and drive organic traffic to the website continuously. It helps your brand awareness and you website’s SEO.
I bet you have some evergreen content on your website, but I suspect you don’t exactly know what it is or how to find it. The easiest way to find it out is to check your Google Analytics account (a free tool any business with a website should have) to see which landing pages (blogs, articles, case studies, etc) get continuous clicks and stay relevant even though they might have been created months ago. A review of your website’s Google Analytics account will also show you where the traffic to your pages is coming from: social media, digital PR, newsletters, or anything else.
And when you are stuck for time or out of ideas on what to post on your soical media, your evergreen content might be just what you need. And in turn, it will benefit from additional boost of traffic and new eyeballs on your website.
Having conducted digital audits with quite a few clients just recently in the run up to planning digital marketing strategies for 2021, I found several pieces of such content on their websites. However the clients were not even aware of this, and as a result were not promoting them even though those pages were driving some continuous traffic to the website because they were relevant, added value and were optimised for keywords.
Yes! If it’s so good that it drives traffic without any promotion, imagine how much better it would be if you took a minute to remind your audience about this content! If you were going to buy a car, you wouldn’t keep in the garage and never drive it, would you? So, if you’re going to write a blog, surely you wouldn’t want it to just sit on your website without attracting potential clients to it!
Many professional service providers I work with have several steps for producing a piece of content, whether it is a case study, blog or an insight article. Those steps include drafting, reviewing, amending, and checking with legal for risk and compliance. Translated into paid hours between someone who writes, reviews and approves that one piece of content, it can cost the firm at least £350 to produce one relatively simple blog. Typically, an associate would write it, a director or a partner has to then review and mark it up. Then that article or a blog might have a couple of revisions and only then to be given the final approval and be signed off with the internal legal/compliance. So, at least three professionals would normally be involved in the blog writing process, and typically their hourly rate would be over £100. Hence my argument: if you invest that much time (or hourly rates which could be spent on billing for client work) into publishing just one blog, wouldn’t you want it to work its butt off and drive traffic to your website for more than just once a month? Wouldn’t you want it to get people to learn more about your team, their expertise and your range of services? It’s a no-brainer, of course you would!
My advice is to check at least once a quarter on how your content is performing. Look at all “page views” for total number of pages views for each URL within a selected timeframe and notice what pages appear in your top 10 or top 20. And check your top 10 landing pages (Behaviour>Site Content>Landing Pages) to spot the most popular entry pages of your website. And don’t forget to keep an eye on session duration – time spent on your website while reading that blog and visiting any other pages. If it’s measured in just seconds they probably didn’t engage with the website that much.
Once such content is identified, this can be used to your advantage. It is easy enough to make this a real asset to the business, as it can give you even better RIO (return on investment). To do that, you can:
(1) Create and schedule a series of social media posts to promote the evergreen content
(2) Offer these blogs and articles ideas to your industry-relevant publications as a guest author
(3) Cross reference your evergreen content on other pages of your website (where relevant)
(4) Include your evergreen blogs in a newsletter to your mailing list
(5) Share this content with fellow business chambers/associations members on the membership website, and finally
(6) Ask your team to share this content on their personal LinkedIn accounts.
Once we implemented these simple steps for the client, we more than tripled the traffic to those few evergreen blogs in just one month.
Can’t be bothered with doing your google analytics audit but want to know if you have the evergreen content and how to promote it? (As well as how your site is performign overall?) Get in touch and I’ll help you out.