You’ve heard of blog posts, case studies, email marketing, social media content, and more…but what is evergreen content?
When I first hear this term in the early 2010’s, I remember thinking of a Christmas tree. Pines are evergreens right? And while I was gently laughing at myself for trying to connect the dots between Christmas trees and content—I wasn’t actually far off.
Merriam-Webster defines evergreen as “a plant having foliage that remains green and functional through more than one growing season,” which makes me feel a lot better for immediately thinking of Christmas trees when I first heard the term.
However, Merriam-Webster also continues to define evergreen as “retaining freshness or interest” and “universally and continually relevant : not limited in applicability to a particular event or date.”
And that’s the key to describing evergreen content from a marketing perspective.
In this episode of Talk Copy to Me, you’ll learn what evergreen content is, why it’s so important for SEO, nurturing, and conversions, as well as the different types of evergreen content that you can create for your business!
What is evergreen content? Here’s what Erin wants you to know
The answer to the question: What is evergreen content?
How storytelling is the salve to generic content
Why evergreen content and SEO work so well together
The different types of evergreen content you can create for your business
Uncommon types of evergreen content to focus your attention on
Why nurture-content affects both SEO and conversions
How evergreen content makes social repurposing much easier
Other podcast episodes and resources mentioned in this episodes:
“… If you create evergreen content, you’re focusing on SEO, nurturing leads, conversions, and customer experience.” – Erin Ollila
“By sharing that content with your audience, your leads, your clients, you’re providing them value because you have the answer to something that they’re wondering about.” – Erin Ollila
“So nurturing is what keeps those people within your world, and it’s also kind of one of the most important reasons to create content if you’re not thinking about the SEO and the conversion specifically.” – Erin Ollila
“Things like breadcrumbs within your site is an indicator to Google that your site is relevant, and it contains enough of the same or similar content that you can be considered an expert within that content.” – Erin Ollila
“If you create evergreen content, content that’s always relatable, it’s so easy to promote all over time.” – Erin Ollila
Learn more about your host, Erin Ollila
Erin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.
When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, The Driven Woman Entrepreneur, Go Pitch Yourself, and Counsel Cast.
Stay in touch with Erin Ollila, SEO website copywriter:
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What is evergreen content? Here’s the transcript for episode 085 which explains everything
NOTE: This podcast was transcribed by an AI tool. Please forgive any typos or errors.
content, evergreen content, what is evergreen content, seo, evergreen, listicle, blog post, case studies, FAQs, blog content
Erin Ollila 00:04
Hey friends, welcome to the Talk Copy to Me podcast. Here we empower small business owners to step into the spotlight with their marketing and messaging. I’m your host, Erin Ollila. Let’s get started and talk coffee. Hello friends, today we are moving into a brand new series where we talk all about content, one of my absolute favorite topics. If you’re a new listener, you might not know that I actually started my career in marketing, doing all content, no copywriting at all. I was creating content for big brands using SEO best practices. So they could get new leads, like a new audience to their their big businesses, and then convert them, right. So I’m very passionate about making sure the content that we create is strategic and SEO code, and has the conversion factor of at least moving them through our
Erin Ollila 01:07
I don’t think the right word here is funnel, but it could be moving them through our funnel, moving them through our website, moving them onto our email list. There are many different types of conversion related events that can happen through content. They don’t all have to be sales, though it is exciting when you make sales directly from your content. But I wanted to start this episode to kind of explain why we’re talking about content with the inception of AI, which you know, I’m, you know, kind of in the middle ground, if you listen to the last few episodes, there is a mass produce amount of generic content, and I keep getting asked questions like, Are you worried that you’re gonna lose your job? Or how do you feel about all of this content? That’s kind of crappy, shall I say that people are creating and passing off as their own? Or how do I create content that stands out from this AI generated content? And the key answer to all of those questions is no, I’m not afraid I’m gonna lose my job and in to resolve everyone else’s concerns. It’s storytelling. So prior to my career start in working in the content world, I actually worked in the creative writing world for a very long time. I have my Masters of Fine Arts in creative nonfiction, and even my undergraduate I have like minors in fiction and poetry and basically creative writing, as well as language arts. So I’ve been doing this a while, folks. And the key thing I want you to consider when you think about creating content is one. Well, I guess there’s maybe there’s two things, the two key things, one, not all content is created equal. And two, you do not need to create a mass amount of content. In order to use SEO alike to benefit or convert people. I think this is one of my biggest bones to pick with this online business world from the time I got started to now is all I hear people saying is create content, create content, you need content. And that’s it. Like there’s no more explanation. What kind of content do you need? What is a strategic approach to content? How long should it be? How many pieces should you have? What’s your publishing cadence? All of those questions, those that nuance to publishing that nuance to your editorial calendar goes on answered. It’s just the rally call for Create, Create, Create, Create, Create, but they don’t talk about if what you’re creating is strategic for one and how to use what you’re creating. So before I go any further, I should probably state that this series on content is not going to answer all of those things that I just brought up. For example, we’re not talking about news related content, sales related content or things like that. What I’m here to talk to you about in this series is evergreen content. Now, if you don’t know what evergreen content is, you’re probably like, What the heck is evergreen content? I remember the first time I had heard the phrase was way back in I think 2013 or 14 When I first took my first marketing related writing job. And all I could think of was Christmas trees. Sounds silly. Yeah, I know. But evergreen, that’s just what came to mind right? Like an evergreen pine and evergreen Christmas tree. And as silly as it sounds, it turns out that I actually wasn’t that far off. You see, Merriam Webster Dictionary actually has the term evergreen as meaning a plant that has foliage that remains green and functional through more than one growing season. So that that that’s its first definition, and it didn’t make me feel a little better for thinking of Christmas. is. But as we all know, things have multiple definitions. And Merriam Webster continues to say, Evergreen is also really excuse me retaining freshness or interest and universally and continually relevant, not limited in applicability to a particular event or date. And that final definition is the key to what evergreen content is. Evergreen content is content that you create, that is not time specific, not holiday or seasonality specific, but it is always relevant to the reader. And evergreen content is extremely important when it comes to SEO. Because we all know that SEO can take some time, in order to rank. Google first has to recognize the content that you’ve created. It needs to target, let’s say, so say okay, well, this piece that Aaron’s talking about is about content, it’s not about copyrighted, and she’s specifically talking about evergreen content. Now, again, I’m not Google. But that’s what I imagined them thinking when they see the show notes for this podcast episode, let’s say. So it needs to recognize it, it needs to put a qualifier about what it’s about. And then it continues to move up on their ranking. So when people are searching for things like the content you’re creating, they can then find your post. If it is evergreen, whatever it is that they’re searching for, is going to be relevant to them, it’s not going to be outdated. And it’s going to give them the answers to the search that they’re doing. So from an SEO perspective, evergreen content is extremely important and extremely helpful. Because we as content creators, do not know if the content that we create is going to rank immediately, months later, a year later, I think the reason I really fell in love with evergreen content is way back in the day. And my prior marketing jobs, I had a lead come into our business that we were kind of interviewing to find out if we’d all be a good fit. And they told us that the reason they started to believe in SEO Was that something that they had written two years later, when lightly viral. And what I don’t mean like you know, all of a sudden, they had a million pieces of eyes on their content, but they had enough eyes on their content that they actually sold out of the products that they had. And it was just a small, tiny post that they wrote without even thinking of SEO best practices. But two years after publishing it, something happened in the world. Or maybe like there was a trend, let’s say that people started searching for what it is that was related to that article, and then they sold out of their products. So let’s let’s bring this back to what we’re here today, we’re going to talk about evergreen content, what it is, why you want it, what it isn’t, and how you can use it for your own business. So I already gave the very quick definition of evergreen content. But here it is, again, quickly. Evergreen content is basically content that is always relatable, always relevant, and is not attached to any particular event, or date, or season, or any trend, let’s say Could a trend affect it in the future, of course. But we want to think of evergreen content just basically as content that if someone found it, it would always be helpful or interesting to that person. So let’s talk about what evergreen content is not. Evergreen content is not news, or time specific. So for example, as of the time that I’m recording this episode, the Women’s World Cup is currently playing. So if I started to write a blog post about, you know, who was winning and who was losing, that would absolutely not be evergreen content. Because if someone searched for Women’s World Cup a few years down the road, and they found my content. It’s not actually what was happening in the World Cup in that place in time, right like that. There’s a difference in who would be playing each other who would be winning who the women are that were actually playing the game. So it is not news or time specific, but it is also not holiday or seasonally related. I’m gonna come back to that later because I do believe that seasonal and holiday posts can be sort of evergreen and I will talk about that after we talk a little bit more about what evergreen is, but in the best way to define what it is and what it isn’t. Things that are seasonally related such as like, you know the best Ways to carve a pumpkin and Halloween, let’s say, or you know, post about what to do with the Elf on the Shelf. Those are seasonally and holiday related. So those would not be evergreen, because it is not always relatable.
Erin Ollila 10:17
So we talked about what it is, we talked about what it is, but what type of content is evergreen, when most people think about evergreen content, they immediately think about blog post. And that is one of the easiest best ways to create evergreen content. But there are other approaches to evergreen content. So for example, case studies make for excellent, excellent evergreen content. Why? Because they’re talking directly to the things that are interesting to your ideal audience or things that your ideal audience may be curious about. As well as talking about those things. They’re also showcasing yourself as the expert, and someone who is able to kind of whether it’s give a transformation, or at least provide an outcome that they’re looking for. So they’re basically hyped up recommendations. And they’re always relevant, because they’re always related to the things that you’re offering within your business. For other types of service providers, let’s say I’m a photographer, for example, or a website designer, a portfolio, and the gallery post within the portfolio could also be considered evergreen content. Now, yes, they may be more image driven. But if you’re, if you’re considering SEO and considering things, from the case study perspective, those gallery posts are describing your work and they’re showcasing your expertise. So let’s say you do wedding photography, and you’re showcasing weddings that you did from a particular venue, or a particular season, nothing is changing, like once the wedding happens, it happens and you’re taking the lens of your photography business, and you’re now creating content around it to showcase yourself as the, you know, expert photographer that someone may want to hire in the future. Moving forward frequently asked question posts are great, great forms of evergreen content. And they they often get so overlooked that I find it so curious why people are not creating more frequently asked question post. Another way to think about frequently asked question posts are like how to post. So they do fall under the blog category. But the reason that they work so well for SEO, is because Google wants to make the most seamless process for the people who are searching things. So if you are asking a question, and then writing an article that completely answers the question that you’re asking. And it is a frequently asked question, you’re providing the best value possible for Google’s audience and yours, obviously. But what’s happening here, and when you do a frequently asked question post is, if it’s something that’s regularly asked, it’s something that people are searching for. So that’s the first step. The second step is, if you are answering these things yourself regularly, then creating an article around it, that you can direct your clients or your leads to provides value to both of you. One, you’re doing less work, you don’t have to explain the same thing time after time after time again, and to you by sharing that content with your audience or leads your clients, you’re providing them about a value because you have the answer to something that they’re wondering about. So another one is listicles, jumping right off of frequently asked questions and, and and talking about listicles because they are relevant to each other. However, the difference between a frequently asked question posts and a listicle. Post is, in most cases, with a frequently asked questions post, when you’re creating evergreen content, you are not creating multiple questions to answer because you are going to want to target a specific keyword for that one question. Maybe to make the posts a little longer, you’ll share examples or something like that. Whereas a listicle gives you the opportunity to stay on one topic, but share multiple points of view. So an example here could be like the 12 best business books and you the listicle will be 12 different books with a short explanation of why you chose that book, why it’s relevant what people will get from the book, and I don’t know maybe an affiliate link that links out to somewhere where they can buy the book. And beyond that you have your final blog posts or regular old posts that could be how to content it could be educational content. It could be any type of content again, that’s no related to a holiday, a season, a time an event or a trend. I probably should have mentioned this, but it could be shownotes as an example, depending on what’s happening within the podcast episode. For my podcast as an example, I try to do as many evergreen type of episodes as possible, so they are not related to a specific time or event. However, there are some episodes that I’ve done that would not create evergreen content. An example of one of them is the episode I do with Andrea Jones that talked about social media best practices and predictions. Part of that episode was evergreen, as we talk about best practices, that will always be the case of the things we discussed there. But the second part was we talked about 2023 predictions. So next year, what was said within that episode will not be relevant. Another example is an episode that I did with Dana Pruitt about the Google Analytics to GA four transition that was happening. It’s already happened now. So as of July 1 2023, we are if you’re using Google for your analytics, you’re all using Google Analytics for Universal Analytics no longer exists, though you may be able to see data from it. Is the episode not relevant? Because it’s not helpful? No, I think it is still helpful. But what said within that episode talks about the future date of July 1 2023. So it is not because it is time specific, it is not evergreen. Yet other episodes, I would say the vast majority of what’s on this podcast, are evergreen because they are not time specific holiday specific, all those things. Just a few examples like how to grow your email list or when to say in a welcome sequence. Those are two episodes that were done with Kate doster. And Liz Wilcox, the content within those episodes are going to be relevant type for a long time, because there’s nothing time specific about them. They are general best practices that you can follow in order to grow your business and grow your email list. So, for example, some of the recent AI episodes, they are borderline evergreen, because they are not technically related to this specific time, however, it’s coming from the lens of what’s happening in this new world of AI in 2023. So they don’t have as long of a shelf life as other episodes. But to just kind of dial back and bring us back to the point show notes or YouTube show notes. Any type of content that’s being created from video or audio may potentially also be evergreen content. So because I kind of went off on a little bit of a tangent now let’s just quickly summarize, evergreen content could be your regular blog posts listicles how tos and educational post, frequently asked questions, post case studies and longer testimonials. For example, I say that just in case you don’t have a full interview from a case study that you’ve done, portfolio and the gallery posts that come with within the portfolio content, or things like show notes, depending on what’s being discussed within them.
Erin Ollila 18:20
So that’s evergreen content. But we now need to talk about why bother creating evergreen content. And I hinted at this before, but it’s an easy answer. If you create evergreen content, you’re focusing on SEO, nurturing leads, conversions, and customer experience. So SEO is pretty simple. We want to attract people, right? All of this kind of goes back to my two favorite things which are basically attracting qualified leads and then converting them. But the reason we’re bothering doing this is because your old content works really hard for you. So it ranks for example, that’s your SEO. But it nurtures as well because we all know that you’re the people who come to you, especially for service providers compared to other types of businesses. But the people that come into your world or your audience may not convert automatically. I think I have like I don’t remember my like lead to conversion, like switch over. But basically, if I were getting a recommendation from someone, those leads might convert automatically. However, there have been people on my email list that later have hired me to write their websites or act as their copy coach that have told me that they’ve been following me for 234 years before they decided to actually work with me or that they were in a place financially to hire someone to do it for them. So nurturing is what keeps those people within your world. And it’s also kind of one of the most important reasons to create content if you’re not thinking about the SEO and the conversion. Specifically, how However, when you nurture people, it does affect your SEO, it does affect your conversions. And I guess, like I said, we all know what conversions are and why they’re important. We want to convert our people in our audience into being paying clients, or for example of a podcast or a YouTube show, people who are coming to watch your content and listen to your content, even if at that moment, they are not a paying client. We want people to get on our email list, we want people to click through and read more articles from us. That’s the nurturing part. So those are all conversion related events. And finally, the customer experience, I talked about this earlier. But if you’re answering the questions that people have, that doing that, and directing your clients there makes it easier for them to get the answers that they’re seeking, and so much easier for you to be able to not have to keep repeating yourself over time. Now from an SEO lens. Creating evergreen content helps with things such as breadcrumbs. And if you don’t know what that is, it’s basically interlinking posts within your site. So when I mentioned the nurturing aspect of why we should bother creating evergreen content, I mentioned that we want people to click through multiple blog post or click around throughout our website. The only way they’re going to do that is if we direct them to do that. People are curious, sure, but they’re generally moved into curiosity based on the direction we give them. So if they see a link that’s underlined with, let’s say, an SEO phrase, they will be way more curious and willing to click that link than they would if there were no nothing to click. So we’re inspiring their curiosity by doing things like creating links throughout our own website. But it’s not just the nurturing aspect, it goes to SEO, things like breadcrumbs within your site is is an indicator to Google that your site is relevant. And it contains enough of the same or similar content that you are can be considered expert expert within that content. So if for example, the breadcrumbs throughout my site talked about things such as like stuffed animals, banana bread, propagating plants, bottles of water, how to drink coffee, and conversion copywriting, Google would be like, What the heck is urn doing over there? Like, that’s a whole lot of randomness. So all of those interlinking, things wouldn’t really work to my benefit. However, what I do talk about on my website are things like sales, copy, website, copy, brand messaging, AI generated copy, what else have I talked about this summer evergreen content, right? So these things are also related that when I link within them, Google’s saying like, alright, this gal right here is definitely in the marketing world. And she cares a lot about things such as attracting and converting clients, we’re going to keep her on our SEO writer, we’re going to keep her on our copywriter. And we’re going to move her content up, because we can see that it’s obviously something she’s trying to share with the public and get people to look at. So here and here you go, you get some Google juice from us. And that’s all because of the breadcrumbs. That’s for me trying to direct people throughout my site. And me trying to give Google a little nudge to say, Hey, I’ve got this great stuff come pay attention to me. But evergreen content also helps us to be sustainable. So for example, it makes promotion so much easier. Earlier, I started this episode to talk about how content everyone says, oh, create content, create content, create content. And that’s it. That’s the best explanation that you should get in your business about marketing. But not that many people talk about what to do with the content after you’re created. If you create evergreen content content that’s always relatable, it’s so easy to promote all over time. So for example, let’s say I was doing a post about something that was related to the summer, I could only promote that on social media. And in my email list, during the summer months, or the lead up to the summer months, I could not promote that all year round. However, if I did it, like for example, an episode like this, the show notes will be about evergreen content. I could promote that 12 months a year, because at some point throughout that those 12 months, people are going to be searching for the answer to the question, what is evergreen content, they’re going to want to know more about creating sustainable marketing content. And they can find that through my promotion of my own content. So not only is evergreen content great because it helps people find us but it’s also easier for us from a promotion and marketing aspect of our own business. We don’t have to work so hard to generate even more content. And in this case, When I say content, I mean like social media or promotional content. So we don’t have to write a blog post and then write a whole ton more of different social media posts. Because we can use the content we’ve created in the Evergreen blog post, as an example, as the inspiration for a promo that we can use all year round, which is especially helpful on sites like Twitter, which is now x. And I don’t even want to talk about that. But Twitter or threads, for example, or LinkedIn, which are very much more heavy, written content platforms, we could just keep cycling through the content that we’re creating every month to remind people that these things exist. And that takes a ton of pressure off of us to have to create even more content, just to promote the things that we’re doing, or storytelling, social content, which is great and which is helpful. But we don’t need to produce a mass amount of social posts that are not related to the content that we’re creating. Alright, so let’s talk about how to create evergreen content. So far, I’ve kind of gone over what evergreen content is, what it isn’t why we should even bother creating these types of content in the first place and how it relates to things such as SEO, nurturing conversions and your customer experience.
Erin Ollila 26:25
But if you want really good evergreen content, there is a strategy to creating it. And that strategy does not start with writing. The strategy starts with research. I’ve talked about this many times. But the one thing I think people don’t understand about copywriters is that I don’t spend most of my time writing. In fact, I spend a smaller amount of time writing and more of my time doing research and strategy and development. So that’s what I want you to do, I am going to give you my copywriter hat you’re going to put it on. And you’re going to start by doing either voice of customer research or market research to find out what types of questions your audience has. If you’ve done this already, kudos to you, you can skip this part. And just maybe instead of doing the research, you can sit there and write a list of the types of content you could create. Because what you really want to find out through this research is what does your audience want to know. Now, if you’ve never done voice of customer research or market research before, I do have a really great episode about Voc research from excuse me with Melissa Payne, about how to collect this voice of customer research for your own business. So you go back and listen to that. Or you can just do some quick and dirty research on your own. So for example, you could go to Amazon and search for books that are similar to whatever topic it is that you talk about. So let’s say it is, if you’re an interior designer, you could be searching for DIY, like interior design books, and read through what people have to say in the product recommendations. What were they lacking? So is there a complaint that people have that they thought, Oh, I thought this book would cover this XYZ, but it did not? Those of the articles you want to write? Or are they complimenting something are they saying, I read this book, and I’m so you know, intrigued and excited to share this review because it really did XYZ for me. Like I didn’t expect that I would learn this. And now I learned it. Well, those are things that you could be writing content about. If you don’t want to go to Amazon or if that just doesn’t work for your business, go on some type of social media and see what people are searching for. Use the search feature in within social media to find the questions. Ask let’s say you have a Facebook group or let’s say you’re part of a community that is okay with you asking questions, ask directly say, Hey, I’m looking to create some evergreen content for my business. You know, what is it that you’d like to learn about whatever your industry is, or whatever your specialty is, and see what people have to say. Now, again, you don’t have to use these as point blank, like you must answer these questions. But it’s a really good indicator to you to understand what they want to know. And then once you’ve done that, you can move into the next step, which is SEO research and creating content briefs. Now, before you do any writing, with content, specifically, not with the copywriting, I should preface that, but before you do any writing, when you’re creating content, you need to know what your SEO approach is going to be. So let’s say that you are a coffee roaster, for example. And you’ve done your market research and you know that these are the questions that consumers have before they buy from independent coffee shops, so you have an idea of like 12 articles you’re going to write. And now you sit down to do your SEO research. You want to know where how people are searching what the term of phrases that they use that you might not use. For example, you might put in a jargon like term into an SEO research tool, only to find out that no one is searching for that. So then you’ll have to open up your search a bit to find out what they are searching for instead. So you’ve done that research, let’s just say it’s given you 36 different keywords you can use, but you only have these 12. Post, you analyze what’s the best approach for those 12 posts that you plan on doing? And I mean, I would go into this further, because we all know I love to talk about SEO. But I don’t want to go too deep into SEO here because I want to talk more about content creation. So once you figured out those seo keywords you plan on targeting for those 12 posts, you then write content briefs, and what a content brief is, is basically an outline. So you can start it with the goal. What is the goal of this piece? Well, maybe the goal here is that you want people to buy immediately. So maybe this type of post, whatever you’re writing about is something that you know, once they have this answer, they are ready to immediately purchase. So figure out the goal first, then you’re going to kind of write like an instruction. Now, even if this was you, and you only that’s creating this content, try to imagine that you’re giving this assignment to a copywriter. So you may say something like this blog post will answer the question. And whenever the question is, the three main things I want the audience to take away are whatever those takeaways are. And the conversion, or the call to action at the end of this will be a invitation to purchase immediately. Okay, so it’s basically a quick thing that you’d like to happen, then you hop down into the outline section, maybe you put up a you know, a quick title, that obviously will change later. But just something quick to give you the idea of what you’ll write about. Maybe in the introduction part, you’ll you’ll put like a story idea. So going back to our coffee roaster, maybe the story idea is as simple as like how they got into roasting coffee, or why this specific type of, you know, I don’t know anything about coffee roasting, so I probably should have picked something different. But why this particular type of bean is so important, or the temperatures are so important. You don’t write the story, but you just write down the story idea. And then when I talked about the brief that I mentioned, you’d be writing, let’s say these are the three points I want to make. Well, those are your interior sections, right? So it goes like introduction where the story is three main points. Okay, those are three paragraphs and then conclusion, that’s summing up your introduction. So you at least have the idea of what’s gonna go in every section. So when you sit down to write it is not a blank page, it is a fully fleshed out outline of what you’ll be creating when you have the time. So you’ve done that now you’ve done the SEO research, and you’ve done the content briefs for 12 post. Now, here’s the time that we do our writing. So in the next phase, you’re going to write and then edit and publish your articles. I know that’s over simplified. But trust me, when you’ve done a content brief before you’ve done the writing, the writing goes a lot quicker. And you do not have to do this all at once. If you’re writing, let’s say one post a month for your blog, maybe you do them in quarters. So each quarter, you write three blog posts, and you do it at the beginning of the quarter. So you can publish them, you know, one month after another, or maybe you write 12 at once, and then you’re done for the entire year. However it works for you. You can there you have my permission to do anything you’d like here, but just remember write it first write it as a stinky crappy draft that nobody is going to read. And it doesn’t really make any difference whether you say anything stupid or not, like give yourself the permission there to just kind of write whatever. And if you need any really good book on this, I highly recommend Bird by Bird by Anne Lamott. She actually has a whole section about the shitty first draft, which is something I learned about in college and I will forever stand by. But write that stinky draft. So it all gets out there. Then go back to edit it with an editor’s eye, then you can take things out. You can add things in and either publish or schedule. But you’re not done. They’re the key to using evergreen content carefully and strategically, is by promoting it. So don’t put in all of this work to do your SEO research to do your market. research to do your writing and to do your editing, just to let all of our content sit in a content graveyard. Use the library’s others, but use the content you’ve created and develop a social Scheduling Calendar, let’s say where you’re consistently promoted promoting the content you’ve created.
Erin Ollila 35:23
There are many ways to do this. I mean, it could be as simple as for every article that you create, you create 12 Quick social profiles, excuse me social post, that you can then schedule once a month on your social media calendar. And you could do that for the next year, you could do that every single year. Because no one is remembering the posts that you post last year. In January, no one is, I know, we all like to think our content is precious. But while it may be precious to us, it is if it’s evergreen, you’re always able to reuse this. So that is one option. Another option is to approach it slightly different where you write one blog post, let’s say one, one piece of evergreen content. And then you take that and use it for an inspiration for an email. And then maybe you create for social post. So this would be great for someone who likes to do like a theme within their content. Let’s say for example, someone is talking about their maybe they’re an advisor for families who are trying to get into college, let’s say for their, you know, high school students. So maybe one month, all that they talk about is the SATs, which is a standardized test here in America. And they talk about you know how to prepare for SATs. There. One blog article could be like a longer article that talks about things such as like what books to buy in order to prepare, whether they should hire someone to help their students study, how to practice with the within the family, let’s say maybe how to quiz their kids, I don’t know. So that’s their article for the month, then their email could kind of talk about the importance of preparing for LSAT. And those four social posts could be pulled from those main points that they’re making. So what were the main points that I said, what books they should buy, if they should hire someone had a quiz their kids at home. So those are three social posts. But that’s it, you’ve already done the work by writing the article. So why not use each of those main points as your social posts, and not create anything new? Obviously, because I said four, you would need to create one additional one. But we’re just talking examples here. So bear with me. But regardless of which approach you take, and those two are not like, you know, the 12 post, or the like one email, and four posts are not the only post that you I mean, excuse me are not the only approaches that you can take. But they’re just two really good examples of how it usually works best with my clients when they come to me for strategy help. But create that and then schedule it out. So that you don’t have to do like manual posting of these things on social or even manual email sending, write the emails, write the post, save them within the same document that you have. So you can always refer back to it and just grab that content at a later time and schedule it out. And if it’s possible, set up that social media scheduler or even your email scheduler to repost it at a specific time. And then, once everything is up, you want to revisit the content you’ve created. Whether you do this once or twice a year, revisiting your content is an absolute must, you want to be able to then analyze your results and make adjustments. So for example, you might find that an evergreen post gets clicked into a lot, you know, via your analytics. But they’re not people are not staying on the page or people are not reviewing the content. And it could be that you want to add more more into it such as stats, such as a process, or maybe you put a year in the title. And again, this is just the title. This is not the whole content, so that they they think of it as something that’s being new and fresh. And I really want to point that out here because you want to make the number one thing I want you to take away is when you’re creating evergreen content. You never ever, ever, ever, ever, ever want your URL to have anything that has a date or time specific in it. So for example, I think I have a post. I don’t know what it’s called. It was a previous episode show notes about like, how to plan your marketing for the next year. There is nothing within the post that’s like time or date specific, other than the fact that it’s seasonal in the sense that when you’re reading it, you know that it’s about a year ahead, let’s say But in the title, I think I had, I think this is in 2022, I did this in the title I wrote, like, how to plan all of your content for 2023. I did not put that number in the URL. Because URLs are heavily affected by SEO, we do not want to change the URL slug. We can however, change the title or the content. So again, the title itself, I may have put the year in just because I knew that that would catch people’s eyes. But within the URL of the post, it has no year or no reference to specific time, maybe it’s something like I don’t even remember, like, you know how to how to play in your marketing. And that’s it. So if you do ever add, like touches of time, or news into a post, just make sure that you’re not touching that URL at all, when you do so. And this, even though I’m about to, like sum up this whole episode, this brings me back to my earlier point, can holiday and seasonal posts be evergreen? The answer is kind of, yes, you can write those posts about Halloween about Christmas, about Thanksgiving, you can write post about you know, the spring or the summer or the fall. And you can make them so that there is nothing that’s Date Specific or timeless, specific, let’s say and post them over and over again, year after year. So if you wrote an episode about how it makes you maybe wrote an article about Halloween, as an example, you could have it post every Halloween or every season around that time. And your promo schedule could be heavy for the Halloween related content around the month of October, let’s say we’re gonna end of September. But that’s it, when it comes to promoting you can’t set that promotion scheduled to happen in like April or May because it’s gonna sound ridiculous that you’re sharing Halloween content in April and May. So create the content so that the content is always relevant. But just know that you’re losing a bit of that promotion factor, that it’s only going to really be helping you around those seasonal times. I do want you to know that I’m not saying not to do this, though, because with SEO, there are also SEO spikes based on seasonality and in Halloween. So for example, come September, October, people are going to be looking for Halloween specific content. You want your content to already be live so that Google recognizes it and shows them your stuff. So if you don’t ever have any of that content, you’re not getting that spike within the seasons. But again, it’s only serving you within that season. So can holiday and seasonal content be evergreen? Kind of yeah, they can. But they’re only serving you during that specific time. Which means they’re not completely evergreen. All right, friends, I think that’s it for today. I’ve been talking for far too long. I did not expect this episode to go this long. If you have any questions I’d love for you to reach out to me on social and asked me them. And I just I hope you enjoy because we’re going to be talking about content for a couple episodes now. Talk to you next week. Thank you so much for listening to this episode of Top copy to me. If you enjoyed spending your time with me today. I would be so honored if you could subscribe to the show and leave a review. Want to continue the conversation. Head on over to Instagram and follow me at Erin Ollila. Until next time friends.
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