Everyone loves a great story, right? This also applies to B2B marketing, and you can create a compelling story too. When done right, this can even become evergreen content. Such content is important for businesses – the topics covered often provide solutions to common problems and stay relevant for long periods of time. How to create these gems for your business? We’re happy to present some tips.
What is evergreen content?
Let’s start with what evergreen content is and isn’t. The term ‘evergreen’ says it all: it is content centred around topics that people will stay interested in. This relevant content can drive traffic for months or even years to your website. On the other hand, evergreen content is not:
- News posts and product announcements.
- Seasonal content, related to Christmas, Easter, specific events, etc. Such content will likely attract only one-time visitors.
- Content about current trends and statistics that go out of date.
Why is evergreen content important?
When you’re providing evergreen content, your website will rank higher in search engines—your website will be regarded as an authority in the subject area. Because of this, search engines give your site a better ranking than other sites that don’t have any evergreen content.
Apart from search engines, people are always seeking for information and will continue to do so. There is no difference in the case of B2B. At the end of the day, you do business with people, so creating great content that will answer their questions and addresses their concerns will pay off as well. Evergreen content also helps to keep your business relevant, it costs less than other marketing strategies and has a higher return on investment. A win-win-win!
Tips for creating evergreen content
1. Choose the right topics
You should start by thinking about what kind of content would work best for your audience and their business. If you’re not sure where to begin, ask your clients what they like to read about. They’ll tell you which topics interest them the most and you can create a list of questions out of it. Your question-driven content will interest your audience in whatever you have to say.
You can also find out what types of content drive the most traffic, by looking at your website analytics or Google Search Console. For example, the top growing queries could provide useful hints about topics you can cover. Once you’ve found out what type of content works best for your audience, make sure to elaborate on those topics in an article to drive more traffic to your website. You can also include links to external resources with additional information that help your audience find the right solution to their problems.
But there is more:
- Repurpose your current content: the easiest way to generate evergreen content is to repurpose old content into something new. For example, you could rewrite an article that you wrote last year about your products or service. Or you repurpose an older video tutorial to shine a new light on the matter.
- Create case studies: they are a great way to show off your expertise. A case study is a detailed description of a real-life situation. It describes what happened, why it matters, and in return helps your audience learn from your experience.
- Write in-depth guides and tutorials: guides and tutorials are another great way to share your knowledge. These kinds of posts are usually longer than regular articles—they provide more details and explanations. This means that your audience gets to learn more while reading.
It might sound unnecessary to mention but write about what you know. The reason for this is simple—if you write about what you don’t know, you won’t sound trustworthy. Therefore, stick to familiar topics and explain everything clearly so the reader doesn’t feel confused.
We also have a few tips on style for you:
- Write in a conversational tone. This informal style of writing is similar to talking to a human being, instead of a robot. The key is to vary short and longer sentences and to avoid the passive voice as much as possible. Reading your text out loud can also help to determine if your text is conversational.
- Use bullet points, like we’re doing over here 😉 These lists help to draw the attention but also structure your texts. It’s a great way to present a number of facts.
- Use proper grammar and spelling. Poor spelling can create confusion, lack of clarity and loss of meaning. So, use a spelling checker before publishing, as spelling also contributes to your brand’s credibility.
Finally, make sure to include a call to action at the end of a text and add multiple links to other pages on your website, so the reader will extend their visit. With a call to action or link, your audience knows exactly what they need to do next, as you want them to remain on your website as long as possible.
2. Use appropriate keywords
Search Engine Optimisation (SEO) is the activity that you perform to enhance your website content. It must be done in such a manner that search engines show your web page at the top of their organic search results for certain keyword combinations. Thus, that’s beneficial for your online traffic. In short, it will come down to this:
- Do your research and find relevant keywords.
- Come up with synonyms for your keywords and add them to your website.
- Create high-quality and unique title tags and meta descriptions.
Curious how to work your SEO magic in detail? Check our blog on how to boost your digital marketing with SEO and keywords for more information
3. Update your content regularly
There’s nothing worse than having a post that was written years ago—your audience will lose interest quickly if they see outdated content. To avoid this problem, check your content regularly and update it accordingly. Reading others’ blogs on similar topics can also be helpful in bringing you inspiration. You can add or remove information based on your research.
A great SEO tactic is revisiting your keywords every now and then. We mentioned before that you should come up with synonyms, but search terms can also change over time. Make sure your keywords are up-to-date!
4. Check your visuals
We’re talking a lot about text, however, images are just as important. To avoid a poor visual presentation, check out images before uploading them. Use tools like Canva to make simple edits to your graphics and re-check your visuals regularly. If you take some time to look through your photos and videos from time to time, you’ll probably notice things that you missed before.
5. Diversify your format
One size doesn’t fit all, and this is also the case when it comes to content—a single post doesn’t fit all types of audiences. Some people prefer to read text while others love watching videos. So, try writing one type of post and then diversifying it later.
For example, write a text post about a specific topic. Then, after a few weeks, switch to a video series that covers the same topic. Alternatively, write a text post and then convert it into a podcast. Diversification is key and it keeps your audience interested and engaged.
Evergreen content isn’t the only way to success
Are you ready to create some evergreen content and attract more visitors to your website? Great! Evergreen content is certainly helpful but there are other ways to boost traffic. In fact, there are dozens of strategies that you can use to increase the number of organic visitors, such as optimising your website, promoting your content on social media, and disseminating a great newsletter for existing and potential clients.
Ready, set, go! Need help with your content marketing strategy? Contact us!