What’s so great about evergreen content?
It's no secret that at Castleford Media, we're fans of fresh content with a relevant, accessible focus – and when it comes to the types of content that we produce, evergreen articles are one area that definitely deserve a second look.
A recent SEOmoz case study posted by Nick Eubanks revealed that there are a number of advantages to creating this type of content – including its long-term appeal, the ability to provide greater value to a target audience and the opportunity to build stronger authority for your brand.
Here are some of the reasons why the Castleford team believes that evergreen content should be considered as part of your overall strategy.
What do you mean by evergreen content?
When it comes to your company blog, there are many different types of content you can post. News and opinions are popular content types, for example, because they offer a topical and timely look at a particular issue.
Evergreen articles are one of these content types. But unlike headline-driven news – which tends to be appealing only as long as the story is immediately relevant – an evergreen post will have a much longer shelf life.
Sometimes, we refer to these articles as 'how-to' or 'top tips' content. For example, an article about the top three things to think about before buying your first home will feature tips that aren't likely to change as quickly over time – meaning that if you happened upon this type of article even six months or a year down the track, it will still be relevant. And if a breaking development occurs in your industry, an evergreen article can easily be updated to reflect this change.
Evergreen articles help you to establish authority
Because of the long-term value provided in evergreen content, you can use these types of articles to attract additional attention, share on social media sites and generate comments on your own site.
These are not only a great way to generate inbound links, but to signal authority for all new visitors to your site.
According to Eubanks, when you have pre-established content on your site, you can offer your visitors a number of subtle "authority signals", from social shares and reader comments to higher rankings in search engines.
Including evergreen articles into your overall content strategy can be a great move if you're looking for planned, controlled content that can be optimised for search, shared and promoted over time.
Posted by Kaitlyn Critchley