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Abstract

https://readmedium.com/6-marketing-trends-for-2020-ac4c3439a324"><i>The Top 6 Marketing Trends for 2020</i></a>)</li><li>Complete glossary of the specific niche (e.g. <i>The Complete Marketing Jargon List For a Newbie Marketer</i>)</li></ol><h1 id="74c4">How to Produce Long-Lasting and Evergreen Content</h1><p id="df1a">Now that you’ve seen my favourite templates for evergreen content production, it is time to discuss how to actually make it. Relying solely on these templates won't make your content evergreen — there are several other things that you should pay attention to.</p><h2 id="321d">Stay consistent in your keyword game</h2><p id="ab3b">Choosing the right keywords for your content is extremely important. The keywords are the words in your text that will make your content discoverable. I always plan the keywords I want to associate my content with. I most frequently choose three to five keywords (preferably long-tail ones), and I use them throughout my text. You should use <a href="https://ads.google.com/intl/en_my/home/tools/keyword-planner/">Google Keyword Planner </a>— an amazing tool to figure out what people actually search on the web — to determine the keywords that you’ll focus on.</p><p id="9aa8">Keep in mind that the keywords should be related and should be close to your subject. Avoid general one-word keywords (e.g. “dresses”) as ranking for them is extremely hard. Choose something natural — something that your audience would actually search for (e.g. “yellow dresses for summer”).</p><h2 id="8458">Keep your Search Engine Optimisation (SEO) in mind</h2><p id="12b2">After you’ve decided on your keywords and filled the text with them (of course naturally, and don’t ever try to cheat Google, as you’ll be severely punished), you should keep in mind further steps in your SEO. If you’re not an expert in optimising for search, I’d suggest watching YouTube videos or enrolling in a Udemy course.</p><p id="804a">(SEO is a crucial component in evergreen content strategy. Thus, it’s best to master the art of SEO and apply what you learned correctly.)</p><p id="e452">These are the basics that have to be optimised: your images, web address link, meta description, and meta keywords. You should also look for ways to get backlinks to your content.</p><h2 id="2ab1">Promote your content</h2><p id="42aa">Don’t expect your content to be discovered magically. You should cross-promote it on social media, through a newsletter, etc. The growing number of people discovering your content will signal to Google its relevance and it will be more favoured by Google’s bots. This will help you climb the Google search rank.</p><p id="5a9b">Also, re-promote your content once in a while. Since your content is supposed to be evergreen, don’t just forget about it. On the contrary, reshare it on your social media a month or so later. Don’t be afraid that people who followed you a long time ago will s

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ee repeated content. In fact, even if the same person sees it again, there’s a very high chance that they won’t remember it. It will also bring your new followers to the content.</p><h2 id="171e">Write as if a 10-year-old was reading</h2><p id="1c89">Even if your content is about the most complicated matter in the world, you want to simplify it and make it understandable to everyone. Most likely an expert within your field won’t be looking for articles on broad subjects, and thus your target audience will probably be people who don’t know much about the subject. That’s why it’s important to simplify the text to ensure that the people reading will understand it.</p><h2 id="1bfa">Don’t forget to update your evergreen content</h2><p id="1966">Yes, you read this right. Evergreen content doesn’t mean abandoned content. Quite the opposite. Google is very particular about relevance, and if you posted your content a while ago, the search engine might consider it outdated and naturally rank it lower in search results.</p><p id="a4cb">However, if you constantly update it, Google will treat it as fresh content and will position it higher. Simple updates, such as adding an additional paragraph or rephrasing part of the text, will have a big impact. You should also aim to change the pictures from time to time. This will signal to Google that your content is more up-to-date as well.</p><h1 id="e0cf">Summary</h1><p id="a9ee">Evergreen content is a very important part of an overall marketing strategy. However, keep in mind that your marketing strategy shouldn’t be based on producing evergreen content alone. Trendy and news-related content is great for short-term marketing campaigns. They have the capacity to boost your brand visibility and should be an important part of your overall marketing strategy as well.</p><p id="5af5">Here’s how I produce evergreen content:</p><ul><li>Choose one of the templates provided above.</li><li>Select three to five main keywords that I’ll focus on in my content piece. Preferably long-tail ones (four words or more).</li><li>I use simple language in my content and make sure that it’s cohesive and easy to understand.</li><li>Once the content is done, I ensure that my SEO is done: I rename my images into keywords, I update meta description and meta keywords, I update the link and use the main keyword phrase in the link, and I ensure that my headline has the main keyword in it.</li><li>I share my published content across my social media channels and promote it in my newsletters.</li><li>From time to time, I revisit my content and update it to make it stay relevant.</li></ul><p id="39db">I hope the phrase “content is king” is now less stressful. Remember that you should enjoy producing content and not stress over it too much. If you enjoy making it, it will seem natural and more likable. Use the tips that I’ve shared — I hope they’ll work for you.</p></article></body>

Easy and Actionable Tips to Create Evergreen Content

A list of the best resources and five high-level strategies

We keep hearing that content is king. Many marketers get unnecessarily stressed over this statement.

Why?

Well, because content creation is constant work. It’s a neverending struggle to find the best headline, to optimise the content to achieve the greatest SEO results, and most importantly, to have people constantly consuming it.

I love content. I love cracking my head thinking about how to wow my audience and what kind of information would benefit and help them the most. And, honestly speaking, it sometimes drives me crazy as well.

Throughout my years of working with content, I’ve come up with several general truths that help me produce content that stays fresh and “consumable” for a longer period of time.

I’m dying to share the tips with you.

Common Ways to Make Evergreen Content

If you struggle to come up with evergreen content, here are some of the templates that you can use to get started. These 10 are my favourite ones, but I’m sure there are more.

In-depth research (e.g. The importance of veganism: the change in modern lifestyle)
How-to for Beginners (e.g. How To Grow Your Instagram Account Organically?)
How to choose the best product (e.g. How To Succeed in a Job Interview as a Beginner Marketer)
How to do something (e.g. 10 Easy Tips To Be More Productive At Work)
Lists (e.g. 6 Steps I Take To Make My Marketing Message More Effective)
Best ________ (e.g. Best Tools Every Marketer Should Use)
Common mistakes (e.g. The Biggest Mistakes I Made as a Marketer and What You Can Learn From Them)
Your product (e.g. How Can <name of a product> Help You Reach More Customers?)
Best or worst practice (e.g. The Top 6 Marketing Trends for 2020)
Complete glossary of the specific niche (e.g. The Complete Marketing Jargon List For a Newbie Marketer)

How to Produce Long-Lasting and Evergreen Content

Now that you’ve seen my favourite templates for evergreen content production, it is time to discuss how to actually make it. Relying solely on these templates won't make your content evergreen — there are several other things that you should pay attention to.

Stay consistent in your keyword game

Choosing the right keywords for your content is extremely important. The keywords are the words in your text that will make your content discoverable. I always plan the keywords I want to associate my content with. I most frequently choose three to five keywords (preferably long-tail ones), and I use them throughout my text. You should use Google Keyword Planner — an amazing tool to figure out what people actually search on the web — to determine the keywords that you’ll focus on.

Keep in mind that the keywords should be related and should be close to your subject. Avoid general one-word keywords (e.g. “dresses”) as ranking for them is extremely hard. Choose something natural — something that your audience would actually search for (e.g. “yellow dresses for summer”).

Keep your Search Engine Optimisation (SEO) in mind

After you’ve decided on your keywords and filled the text with them (of course naturally, and don’t ever try to cheat Google, as you’ll be severely punished), you should keep in mind further steps in your SEO. If you’re not an expert in optimising for search, I’d suggest watching YouTube videos or enrolling in a Udemy course.

(SEO is a crucial component in evergreen content strategy. Thus, it’s best to master the art of SEO and apply what you learned correctly.)

These are the basics that have to be optimised: your images, web address link, meta description, and meta keywords. You should also look for ways to get backlinks to your content.

Promote your content

Don’t expect your content to be discovered magically. You should cross-promote it on social media, through a newsletter, etc. The growing number of people discovering your content will signal to Google its relevance and it will be more favoured by Google’s bots. This will help you climb the Google search rank.

Also, re-promote your content once in a while. Since your content is supposed to be evergreen, don’t just forget about it. On the contrary, reshare it on your social media a month or so later. Don’t be afraid that people who followed you a long time ago will see repeated content. In fact, even if the same person sees it again, there’s a very high chance that they won’t remember it. It will also bring your new followers to the content.

Write as if a 10-year-old was reading

Even if your content is about the most complicated matter in the world, you want to simplify it and make it understandable to everyone. Most likely an expert within your field won’t be looking for articles on broad subjects, and thus your target audience will probably be people who don’t know much about the subject. That’s why it’s important to simplify the text to ensure that the people reading will understand it.

Don’t forget to update your evergreen content

Yes, you read this right. Evergreen content doesn’t mean abandoned content. Quite the opposite. Google is very particular about relevance, and if you posted your content a while ago, the search engine might consider it outdated and naturally rank it lower in search results.

However, if you constantly update it, Google will treat it as fresh content and will position it higher. Simple updates, such as adding an additional paragraph or rephrasing part of the text, will have a big impact. You should also aim to change the pictures from time to time. This will signal to Google that your content is more up-to-date as well.

Summary

Evergreen content is a very important part of an overall marketing strategy. However, keep in mind that your marketing strategy shouldn’t be based on producing evergreen content alone. Trendy and news-related content is great for short-term marketing campaigns. They have the capacity to boost your brand visibility and should be an important part of your overall marketing strategy as well.

Here’s how I produce evergreen content:

Choose one of the templates provided above.
Select three to five main keywords that I’ll focus on in my content piece. Preferably long-tail ones (four words or more).
I use simple language in my content and make sure that it’s cohesive and easy to understand.
Once the content is done, I ensure that my SEO is done: I rename my images into keywords, I update meta description and meta keywords, I update the link and use the main keyword phrase in the link, and I ensure that my headline has the main keyword in it.
I share my published content across my social media channels and promote it in my newsletters.
From time to time, I revisit my content and update it to make it stay relevant.

I hope the phrase “content is king” is now less stressful. Remember that you should enjoy producing content and not stress over it too much. If you enjoy making it, it will seem natural and more likable. Use the tips that I’ve shared — I hope they’ll work for you.