In today’s crowded digital landscape, simply having a website or product isn’t enough. To truly stand out and capture your audience’s attention, you need to cement your brand as an authority in your space.
We’ve spent over a decade helping brands do just that through a deceptively simple, but powerful strategy: creating evergreen content.
What Is Evergreen Content?
The core premise behind evergreen content is using your website and online presence as more than just a shop window or product catalogue. It’s about turning your digital footprint into an educational information resource that showcases your expertise.
“Most brands simply don’t deserve to rank well organically because their website is just a list of products and processes,” says our MD Aaron. “If your site doesn’t provide value beyond that, why should Google care?”
Evergreen content bucks this model by creating videos, written guides, tools, and other media that educate your audience on the core topics and solutions your business provides. Unlike disposable social posts or time-sensitive updates, evergreen content remains perpetually valuable and relevant – hence the name.
The reason people pay you for your service, product or time is because you’re an expert at something. Evergreen content allows you to showcase that expertise and establish yourself as an authority for years to come.
How to Craft Powerful Evergreen Content
The process for developing a successful evergreen content strategy is surprisingly straightforward:
- Identify Your Expertise
What problems do your products/services solve? What questions does your target audience have related to your industry? Catalogue all the core topics where your brand has unique, proprietary knowledge. - Assess the Competitive Landscape
For each of those key topics, thoroughly google them to see what existing content ranks highest. Analyse the best-performing pieces to establish a benchmark for quality and depth. - Create Superior Content
Using that benchmark, develop content assets (written guides, videos, tools etc.) that are significantly more valuable, comprehensive, and engaging than the current top results. - Continuously Update
Regularly revisit your evergreen content assets to refresh them with new information, examples, stats, and multimedia enhancements. Continuously improving these pillars helps you maintain your authority over time.
The beauty of this approach is that it generates compounding returns. Each new piece of great evergreen content boosts your brand’s visibility, exerts topic authority, and drives sustainable organic traffic for years. And with diligent refreshing, that momentum snowballs creating a self-perpetuating cycle.
Aaron’s pro tip: “Take your ideas offline too. Ask your sales team about common customer pain points, then craft content addressing those needs. If you’re genuinely solving problems, audiences will flock to your material.”
It Requires Commitment, But the Payoff Is Immense
Developing a library of authoritative evergreen content assets requires an upfront investment of time and resources. But the long-term rewards are well worth it:
- Dominant organic search visibility for your target topics
- Heightened brand credibility and trust as an industry leader
- Increased top-of-funnel audience capture
- Superior advertising conversion rates and ROI
Brands that publish subpar, disposable content struggle for crumbs of attention. Those going all-in on evergreen content ascend to become the authoritative voice their customers gravitate towards.
At The Evergreen Agency, we’ve reaped the rewards of this evergreen approach first-hand alongside our clients. With the right content strategy and consistent execution, you can claim your throne as the go-to industry authority too.
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